620 Marketing Trends found for Marketing Effectiveness / Consumer engagement


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Google Moves In On Artificial Intelligence for Marketers

Trend Summary: At its recent I/O [Input/Output] conference Google told marketers and advertisers it’s time for those who hesitated to take another look.


For many years, the idea of delivering robust personalisation and relevance in online advertising was aspirational, causing some marketers to pause. However, according to Ben Rubenstein, president of Denver based Possible Mobile, a developer of iOS and Android mobile apps for popular major brands it's ...

 

[Estimated timeframe:Q2 2017]

... time for those who hesitated to take another look.

Google positioned Instant Apps as an on-boarding tool for new users of the full app. However, marketers will now also have the ability to provide a slimmed-down version that may suffice in scenarios like one-day visits to a city or attendance at a two-day music festival.

These apps appear in Google search results and there could be multiple versions of the slimmed down app in order to match the users search term and needs.

The experience is seamless to the user and will create a new vector to generating a sale or an app install.

The ability to execute a transaction in the app may actually downplay the need for a full install in some instances. The difficulty of getting a full app into an instant app will vary; Google provided a 4 to 6 week level of effort.

Read the original unabridged The Drum.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: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7181

Performance Media Set To Become the "New Programmatic” in TV Ads

Trend Summary: TV ads in the USA are about to undergo a huge shift in how they are bought and sold. 


The predicted upheaval isn’t only about recent announcements re audience-based TV ads – the OpenAP consortia from Fox, Turner and Viacom, as well as NBCU’s announcement that it would reserve $1bn of its inventory this year for...

[Estimated timeframe:Q2 2017]

... audience based sales. 

According to MediaPost journalist Dave Morgan, this change isn’t just about the big recent announcements about audience-based TV ads. Morgan believes that something even more fundamental is happening in media, and it’s going to have its biggest impact on TV.

The future of TV will be about performance. As media legend Alan Cohen proclaimed when he took over as president-Ceo of independent agency Quigley-Simpson earlier this year: “Performance media is where it’s at. It’s the new programmatic.”

Cohen also believes that performance media will dominates digital advertising, because it can be measured and optimised that way. And performance is what marketers truly want, fundamentally, when they buy.

Read the origninal 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: www.mediapost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7172

Amazon UK Trials Automated Ordering Online

Trend Summary: When Amazon launched its Dash button in April 2014, many checked whether it was the first of the month?


enlightenedThe online titan's plastic branded buttons are connected to the Amazon Prime app, enabling consumers to replenish branded household goods instantly – no logging in, no confirmation of payment. When it became clear that Amazon was serious, observers speculated as to ... 

[Estimated timeframe:Q2 2017]

... whether the internet titan's instant-order button signals the future of shopping?

Dash was met by a lukewarm response in the US when it launched, with consumers questioning the convenience of receiving 45 toilet rolls at a time! When smart devices don’t turn out to be that smart, consumers can be unforgiving in their analysis.

Amazon is currently rolling out its Dash Replenishment Service [DRS] to the UK. The platform will enable 'internet of things' devices to automatically re-order their own supplies when they run low, with Bosch, Siemens, Grundig, Samsung and Whirlpool adding codes to their connected products to facilitate the deliveries.

The Dash button means consumers can order brands such as Ariel, Andrex and Finish literally at the touch of a button, resulting in less time spent lugging around heavy items in person.

In the UK, Tesco is also exploring automated shopping through a partnership with an online service called If This Then That.

Read the original unabridgedCampaignLive.co.uk 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: campaignlive.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7144

MaaS Breaks New Ground Via Integrated Global Travel

Trend Summary: A revolution in travel known as MaaS [Mobility as a Service] offers an integrated global system of tailored to individuals travel needs.


MaaS will rely on a digital platform that integrates all aspects of trip planning—booking, ticketing, and paying—across all modes of transportation, whether public or private. No longer will a traveller need to research train times, book a flight and pay for a car ride. Instead with a single app ...

[Estimated timeframe:Q1 2017]

... MaaS, will handle it all.

According to UK-incorporated multinational professional services firm Deloitte, MaaS's goal is the creation of an integrated system of mobility so convenient “that consumers opt to relinquish their personal vehicles for city commuting because the MaaS alternative is more appealing.”

Moreover, Deloitte believes that a natural next step would be to capitalise on the popularity of these programs and, combining with trip-planning apps, integrate them into a single platform for customers to plan and pay for travel services.

To work effectively, MaaS would require the following conditions: Widespread penetration of smartphones on 3G/4G/5G networks; high levels of connectivity; secure, dynamic, up-to-date information on travel options, schedules, and updates; and cashless payment systems.”

Collaboration would be paramount between the transportation providers, local governing authorities, and payment processors, among others, who would all enable this to happen.

Read the original unbridged FoxBusiness.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: FoxBusiness.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7123

P&G Launches New Gender-Equality Branding Campaign

Trend Summary: Procter & Gamble, planet earth's largest advertiser, is tying its brands' efforts against gender bias. 


In a new corporate #WeSeeEqual digital campaign linked to International Women's Day earlier this month, FMCG titan Procter & Gamble has hired ...

[Estimated timeframe:Q1 2017]

... Badger & Winters, a small New York-based agency that successfully battled to change guidelines at Cannes to discourage juries from honoring ads that objectify women.

The agency's #WomenNotObjects campaign played a role in winning the assignment from P&G. But the corporate project started last year well before the agency's effort won a concession from the International Festival of Creativity last month to change judging guidelines.

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=7121

Marketers Increasingly Conduct Consumer Conversation Via Bots and AI

Trend Summary: AI and bots are changing the consumer conversation, brand marketers claim. 


Artificial intelligence and bots are still in the early stages of development, although for a group of brand representatives attending the annual South by Southwest [SXSW] interactive media event in Austin Texas, utilising AI technologies is simply about ...

[Estimated timeframe:Q1 2017]

... being where their customers are.

Which in turn increasingly involves being in their homes and on their cellphones.

In a panel at SXSW titled Talk to the Brand: AI, Bots and Conversational Marketing, the discussion centred around pushing forward new bots and gauging the response to the technologies by their consumers.

Moderator Fred Schonenberg, founder of VentureFuel, first asked if we really needed bots in our lives, and the response from the panel was a resounding ‘yes’.

According to  Sam Olstein, global director of innovation for GE Corporation: “There’s absolutely a purpose for a bot in our lives. A good bot does one thing really well, and that’s it. If it can crush it, that’s key,” he said.

Read the original unabridged The Drum.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: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7120

Nestlé's Digital Supremo Rah-Rah's It for Snapchat

Trend Summary: As Snapchat’s owner Snap goes public, advertisers are smacking their lips at the thought of new branding opportunities.


Prominent among adland's lipsmackin' fraternity is is Nestlé's digital boss Pete Blackshaw, who is currently monitoring several pilots via the Snapchat app in the hope that it will become ...

[Estimated timeframe:Q1 2017]

... a critical marketing platform for his brands. 

One example which has especially tickled Mr Blackshaw's fancy is a campaign for Nestlé's Purina Felix brand in the UK. This comprised a sponsored lens and Snap Ads, in which the lens transformed users into the brand's mascot Felix the Cat.

These, according to Mr Blackshaw, played well with consumers in the “hard-to-reach late teens and early 20s”.

Enthuses Blackshaw: “With Snapchat, there’s a tremendous opportunity in staying close to what our kids are doing. You learn a lot, the key for a digital leader in tech or marketing is to stay hyper focused on the consumer."

"Be very, very humble about what you don’t know and always listen in a curious attentive way.”

Read the original unabridged TheDrum.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: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7113

Skippable Ads Have Become Behaviourally Ingrained

Trend Summary: Skipping 'Skippable Ads' has become ingrained behaviour for a majority of consumers.


Results of a trial released today by IPG Mediabrands subsidiaries Magna and Media Lab, reveal that 76% of consumers say they skip the ads because it is ...

[Estimated timeframe:Q1 2017]

... an ingrained habit.

Additionally, notes the study, "the situation is further exacerbated by the fact that not only do the majority of consumers skip ads, but they do so right away.”

However, the IPG units note in their report that a primary reason for consumers completing skippable ads has to do with their relevance and whether they are currently “in themarket-market” for the product or service advertised.

On the plus side, Magna's SVP for Intelligence Solutions Strategy Kara Manatt says that the media trial identified “viable solutions” to improve the viewing of skippable ads"

“While skipping is an ingrained behavior, more succinct ads, coupled with human connection and good storytelling, will help brands more deeply engage with its audiences,” she stated.

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=7102

Yahoo Ogles Premium UK Media

Trend Summary: Yahoo strikes global content partnership deals with premium UK media.



California headquartered US multinational technology company Yahoo has struck a content partnership deal with leading British newspaper brands The Telegraph, The Guardian, The Independent, the Evening Standard and ...

[Estimated timeframe:Q1 2017]

... Hearst UK.

The multinational mega deal will enable the publishers to distribute selected content via Yahoo's sites and mobile apps across five nations: the UK, USA, Canada, India and Singapore.

According to Comscore Inc, a cross-platform measurement company that measures audiences, brands and consumer behavior worldwide, Yahoo's content is read across multiple devices by 206 million people in the USA, 22 million people in Canada and 29 million people in the UK.

The figures for India and Singapore, however, relate only to desktop viewing and their readership  is 29 million and 3 million respectively.

The deal enables publishers to gain a share in the revenues gleaned from advertising that are run alongside each article.

Says Yahoo's Greg Miall, director of global partnerships: "This deal is about giving these publishers access to a much wider audience than their content currently gets."  

Read the original unabridged CampaignLive.co.uk 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: CampaignLiveco.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7101

Emotion Led Marketing On Course To Burgeon

Trend Summary: Facial coding technology is pushing emotion-led marketing to a much higher level.


According to Eleanor Thornton-Firkin, head of content and creative development at Ipsos Connect UK, most marketers are aware that people's mood affects their spending, a trend that is driving emotion-led marketing to a ...

[Estimated timeframe:Q1 2017]

... much higher level thanks to facial coding technology.

Machines are now able to identify human emotions in real time and the melding of technology and science now enables us to pinpoint anyone’s emotional state via their voice or face.

The technology might not be perfect right now, but it will be in the near future. The ever-improving quality of camera and microphone technology, coupled with advanced algorithms, is opening up a world of possibilities for emotion-led marketing.

We know that people’s emotional state affects their behaviour and their receptivity to messages. The ability to create an emotional response in advertising enhances the creation and retention of memories. Put simply, understanding people’s emotional state could lead to more effective marketing. 

How? The camera on our mobiles, tablets and smart TVs will detect our emotional state and programmatically serve ads that match our needs.

Was George Orwell Right?

Read the original unabridged Campaign.co.uk 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: CampaignLiveco.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7092



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