116 Marketing Trends found for Marketing Effectiveness / Accountability


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OnLine Adspend Predicted to Overtake TV by 2017

Trend Summary: The global growth in online advertising is now matched by the number of people shopping via their mobile devices.


A new report compiled by the Fédération Internationale de la Presse Périodique [FIPP], a worldwide magazine media association formerly known as the International Association of Periodical Publishers, predicts that total internet adspend worldwide will overtake the globe's advertising investment in traditional TV as early as ...

[Estimated timeframe:Q3 2015 onward]

... Q1 2017.

Global advertising revenues have grown by an average 5% year-on-year since the start of the recovery from the world financial crisis in 2010. Total global adspend is now tipped to reach $700bn (£450bn) by 2019 with digital, and in particular mobile, driving much of that growth.

Internet advertising is already the dominant advertising platform in Australia, Canada, China, Czech Republic, Denmark, Estonia, Finland, Germany, Hungary, Ireland, Netherlands, Norway, and Sweden, while the UK, France and the United Arab Emirates will join that list in 2015.

By 2017, says FIPP, global growth in internet advertising will reach a critical mass, when the medium will overtake TV as the number one advertising category in terms of global adspend.

Search will continue to comprise the largest single component of internet advertising until 2019 (the end of the forecast period), followed by display and mobile.

Video is also a fast-growing category in most major world markets, while Online TV and video advertising revenues will reach multi-billion dollar levels by 2017.

Read the original unabridged MobileMarketingMagazine.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MobileMarketingMagazine.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6678

Adland Slammed by Mothers Union for Commercialisation of Childhood

Trend Summary: In what might prove a serious blow to the UK's ad industry, Mothers' Union has publicly condemned the commercialisation of childhood.


Earlier this week the UK branch of Mothers’ Union asked members of the General Synod of The Church of England to heed concerns voiced by parents about the impact of advertising and commercialism on children and the consequent ...

[Estimated timeframe:Q3 2015 onward]

... well-being of the family.

In a debate chaired by the Rt Revd David Thomson, Bishop of Huntingdon, Mothers’ Union [MU] raised awareness of their Bye Buy Childhood campaign and called upon the Lords Spiritual to raise in Parliament the recommendations drafted by MU based on its recent research.

According to Rachel Aston, Social Policy Manager at MU: “Despite significant progress since our original research in 2010, we know that only 50% of parents feel equipped to manage the significant influence of advertising and the commercial world on their family."

"We want to ensure that parents are empowered to manage the impact of commercialisation, and that government continues to ensure that regulation is working and that industry follows the spirit, as well as the letter of the law when marketing and selling to children.”

Ian Barber, Director of Communications for the Advertising Association, represented the ad industry at the event. He assured those present: “When it comes to children’s well-being, everybody must be ready to play their part.

"The Mother’s Union has inspired a positive debate in our sector and UK advertising is committed to ensuring that marketing to children continues to be responsible and appropriate. Industry initiatives like Media Smart, created to help teachers and parents talk to children about advertising, are a great example of how we can make a real difference.”

Read the original unabridged AnglicanNews.org article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AnglicanNews.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6674

Marketers Reject Tech Outsourcing, Opt for Cloud or In-House

Trend Summary: Reversing years of offshore outsourcing, many chief information officers are moving technology functions back in-house and to cloud providers.


Wall Street Journal blogger Clint Boulton reports that a growing number of chief information officers in major multinationals are moving their technology functions from offshore facilities to cloud providers and in-house facilities. The rationale driving this trend appears to be a mix of cost factors and a shift in corporate ...

[Estimated timeframe:Q3 2015 onward]

... attitudes toward vendor-hosted cloud software.

In an article earlier this week the WSJ reported that cost is also also a major factor for deserting outsourcers, citing as an example UK-based pharmaceutical giant AstraZeneca which expects over the next two years to halve its previous annual outsourcing spend of $750m, as the company shifts toward cloud software.

To this end, AstraZeneca CIO David Smoley has hired more software engineers to build custom software and implement cloud software in a bid to to enhance collaboration, service desk, human resources and other services.

However this trend is far from universal. IDC analyst David Tapper warns that companies quitting offshore outsourcing in favour of in-house or cloud IT facilities, are likely to see their costs “go way up.”

He also believes that although outsourcing from the US and Europe to offshore facilities in lower-cost countries such as India and Russia is much cheaper than in the US, Wall Street analysts are likely to savage companies whose earnings reflect sharply rising expenditures.

Read the original unabridged BlogsWSJ.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: BlogsWSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6672

Obsession With Data Could Lead to Destruction, Unilever Boss Warns

Trend Summary: According to Unilever CMO Keith Weed, the glut of media has created "huge problems" for marketers.


Speaking at an event in London hosted by ad agency M&C Saatchi earlier this month, Unilever CMO Keith Weed expressed his concern over the massive proliferation of available media choices, thereby triggering “huge problems” for marketers as to choosing which of many hundreds of ...

[Estimated timeframe:Q3 2015 onward]

... media offferings are best suited to a company's campaign objectives.

Mr Weed told his audience: “We can have the perfect social, search or mobile campaign but we mustn’t forget it's about serving a single person as well as building brands."

"Not just a product to buy but an idea to buy into. That is where the art and science, creative and effectiveness come in. You can follow data to destruction", he warned.

He pointed to Tesco as an exemplar, noting that the supermarket was into data-based marketing “before it was cool”. This, however, led Tesco into “maximising in one area when maybe it should have been jumping somewhere else”.

Weed believes the most important thing remains creative input. Whilst conceding that data is important to ensure the right message reaches the right audience, it is essential that brands to “do creative brilliant well”, 

Waxing lyrical, Weed continued: “The most important thing is the creative, the magic. We are all bombarded with messages, there is so much noise out there, that if you don’t break through that clutter you don’t get noticed.”

The Unilever marketing honcho was speaking at the launch of the Saatchi Institute, which claims to have found a formula for the relationship between art and science. It defines art as “maximum differentiation” – what makes a brand stand out – and the science as the “minimum deviation” – how to make sure communication sticks to the brand message.

Read the original unabridged MarketingWeek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MarketingWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6671

US Top Advertisers Spend Less, Spend Smarter

Trend Summary: Total adspend by the USA's 200 top national advertisers rose by just 2.0% in 2014 - not because of slashed budgets but savvier spending.


The annual Leading National Advertisers [LNA] report from US trade bible Advertising Age offers new evidence as to how blue-chip marketers get more bang for their billions of bucks by doubling down on digital efforts and slashing unnecessary costs from their marketing activities. While total US ad spending by the top 200 advertisers reached ...

[Estimated timeframe:Q3 2015 onward]

... a record $137.8 billion in 2014, the growth rate was the lowest since the ad-market recovery took hold in 2010.

The top 200 advertisers are under-represented in other (non-TV) measured media, accounting for less than 50% of expenditure.

As an exemplar, the two hundred LNA between them account for 41.9% of measured spending in magazines, 40.6% of internet display spending and 25.3% of newspaper spending.

TV (broadcast network, cable TV network, spot and syndicated) gobbled a massive 68.5% of the pie, with internet display representing just 7.2% and print media, radio and outdoor collectively took the remaining quarter: 24.3%.

As an expample of this trend to parsimony, Estée Lauder's exec VP-chief financial officer Tracey Travis told an investor conference last month: "This year our marketing investment will be flat spending as many of our fastest-growing brands do not require as much traditional advertising, and digital is becoming a larger share of our media mix."

Read the original unabridged AdAge.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6668

US Marketers Demand More Bang for Their Bucks

Trend Summary: The 'Leading National Advertisers' report reveals how blue-chip US marketers vie to get more bang for their bucks.


The report, published annually by adtrade bible Advertising Age, reveals how leading national advertisers [LNA hereon] are getting more bang for their billions of bucks by doubling down on digital and taking unnecessary costs out of marketing. Although adspend growth rate grew by $137.8bn in 2014, this was the lowest growth rate since ...

[Estimated timeframe:Q3 2015 onward]

... the ad-market recovery in 2010.

In 2014 America's two hundred top-spending advertisers reduced their measured-media spend by 1.8%, with cuts in every major medium except broadcast network TV and cable TV.

Among the 200 LNA, the measured medium showing the sharpest decline is likely to raise more than a few adland eybrows: The top 200's spending on internet display advertising last year sagged by 13.3%.

However, the 200 LNA boosted spending on other forms of marketing by 6.5% in 2014.

The AdAge report refers to spending on other forms of marketing as 'unmeasured spending', referring to the difference between measured-media spending figures and a company's total US advertising and promotion outlays.

Total spending consists of expenditure in measured-media (calculated by WPP Group's Kantar Media) for eighteen types of traditional media, plus internet display spending) and Ad Age Datacenter's estimate of unmeasured spending (including digital formats such as search marketing, online video, mobile, unmeasured forms of social media -- and promotion, experiential marketing and direct marketing.

Read the orginal unabridged AdAge.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6665

Personality Data Boosts Marketing Effectiveness

Trend Summary: Social scientists in the USA have developed technology that provides insights into customer buying motivations.


MotiveMetrics, a SaaS [Software as a Service] platform that uses the science of personality to improve marketing results, has released new indices that reveal key personality traits of buyers across several industries including media and communications, technology and retail. According to the firm's president and co-founder Dan Cudgma: "Modern psychology research tells us that the way people use words is ...

 

[Estimated timeframe:Q3 2015 onward]

... inextricably linked to their personalities.

According to Mr Cudgma: “It’s a relationship that’s both quantifiable and almost impossible to fake, meaning it can’t be manipulated.”

The California-based company recently conducted a survey of more than 125 chief marketing officers, asking how they would characterise the personality of their company’s Twitter following.

The findings demonstrate that most marketers are unable to accurately identify the key personality traits that trigger purchase decisions.

Explains Cudgma: "We established a representative sample by identifying Fortune 500 companies for each respective industry. “We then analysed the Twitter followers associated with each index, which ranged from 10k-50k individuals depending on industry size.

"The survey response data was compared to the analysis of the survey respondents’ Twitter followers, which was used as a proxy for the respondents’ customers.

For the “sale prone” comparison, anyone beyond the 60th percentile is sale prone, and anyone under the 40th percentile is sale averse.”

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6663

Marketers Urged to Insert Smart Devices Into Products

Trend Summary: Marketers must aim for a world where everyday products – such as sauce bottles and domestic light bulbs – are also smart devices.


Speaking at Econsultancy’s annual Future of Digital Marketing event in London last Thursday, Evrythng founder/CMO Andy Hobsbawm urged brands to produce products that adapt around the consumer. As an example of effective consumer-centric marketing, Hobsbawm cited multinational drinks giant Diageo which ...

[Estimated timeframe:Q2 2015 onward]

... recently teamed with ThinFilm Electronics to produce interactive Johnnie Walker whisky bottles.

This is achieved via piloted scanner tags which interact with a drinker’s smartphone to provide product information and recipe ideas - exemplifying a trend Mr Hobsbawm believes can only intensify.

According to Hosbawm: “These items can also enhance the shopping experience for retailers. There’s now light bulbs with microchips which can detect footfall data. We’re heading to a future where the majority of products in a shop will talk to consumers and retailers simultaneously.”

He also believes that smart products expire less quickly than traditional items and will provide brands with crucial data on individual consumers' habits and location.

He added: “If you have a choice of a traditional bottle of alcohol or one with a digital layer, it’s clear you can add a different level of brand value and differentiation to the former.

Speaking at the same event, Glen Calvert, ceo of Affectv, said personalisation data gives brands a “strategic advantage”. In explanation Mr Calvert adds: “True personalisation is only possible if you own both first and third party data. We are working with a travel brand that has aligned itself with Trip Advisor and that will give it a clear strategic advantage over its rivals.”

Read the original unabridged MarketingWeek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MarketingWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6648

EU Commission Launches Probe into Practices of Online Giants

Trend Summary: Following the EU’s announcement of it’s new digital strategy, US online giants such as Google and Amazon could face an anti-trust probe. 


The announcement coincides with the European Commission’s presentation of its new digital strategy and the launch of an enquiry into the trade bloc’s e-commerce sector. Primary candidates for scrutiny are internet titans Google, Amazon and Facebook, especially the manner in which they have …  

[Estimated timeframe:Q2 2015 onward]

... used their influence and power in the European market.

The outcome of the probe will determine whether these companies have to be regulated more tightly. 

The inquiry will focus on the transparency of search results and pricing policies, how online platforms use the data they obain, their relationships with other businesses and how they promote their own services to the potential disadvantage of competitors.

The investigation was announced as part of the EU's Digital Single Markets Strategy, unveiled earlier this week by Commission Vice President Andrus Ansip.

According to Mr Ansip, the strategy will "prepare Europe to reap the benefits of a digital future" and "give people and companies the online freedoms to profit fully from Europe's huge internal market."

The proposals were welcomed by European Commission president Jean-Claude Juncker.

Read the original unabridged DeutscheWelle.com article. 


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: DeutscheWelle.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6593

Digital Adspend on Increase Despite RoI Uncertainty

Trend Summary: A new report suggests that US advertisers remain ignorant of the fundamentals of digital marketing, while still pouring money into the medium.


The report, released today by Forrester Research, reveals that almost half of the survey sample plan to boost their investments in digital channels this year. Despite which the study, which polled eighty-nine business-to-consumer [B2C] marketers, found that despite their increased expenditure, 43% of the marketers surveyed are still tinkering with digital marketing and have yet to discover ...

[Estimated timeframe:Q1 2015 onward]

...  what works and what doesn't.

Forrester analysts concluded in the report's summation: “Marketing leaders mustn’t allow the latest gadget-du-jour to distract them from developing an adequate level of mastery of digital programs that have become essential to their marketing mix.”

Almost half of the survey’s respondents said “securing incremental budget for marketing experimentation and innovation” is their top challenge in creating a budget.

However, the report found that marketers plan to increase their overall advertising budgets by 4% this year, a slightly higher pace than last year’s 3.4% growth.

Read the original unabridged BlogsWSJ.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: BlogsWSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6557



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