620 Marketing Trends found for Marketing Effectiveness / Consumer engagement


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Is 2017 The Year Marketers Finally Got their Mobile Ad Campaigns Right?

Trend Summary: Mobile advertising in 2017 is likeley to be yet another year of irritating marketers' target audiences whilst failing to achieve the promised ROI.


A recently released  Forrester survey, branded "The Mobile Ad Experience Matters To Your Media ROI”, found that only 27% of mobile ads invoked a positive reaction - and that's just among those users who haven’t already become so frustrated that they have ...

[Estimated timeframe:Q1 2017]

... installed ad blockers.

According to Forrester it's ironic that marketing leaders' top objectives for mobile advertising are to improve brand awareness, engagement and sentiment.

Overall, however, Forrester estimates that more than half (55%) of mobile ad dollars were wasted.

The study, conducted by Forrester Consulting in November 2016, was commissioned on behalf of digital advertising management platform Celtra.


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

Source: ChiefMarketer.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7074

Online-Style Shopper Tracking Set to Take Off Instore

Trend Summary: Online-style shopper tracking is about to be extended to bricks and mortar stores.


A major disadvantage experienced by traditional offline retailers is that they can't easily track and analyse how people move through their stores. More often than not they don't know when shoppers put something in their cart  then ...

[Estimated timeframe:Q1 2017]

... takes it out, abandons the cart or checks out competitive prices at the shelf via their smartphones.

Zebra Technologies, a public company based in Lincolnshire, Illinois, is about out to change all that by installing sensor grids in stores that combine video with tracking of mobile device signals and radio frequency ID tags on products and packages.

To date two major mass retailers, who Zebra declines to name, have been testing the technology, which Zebra will unveil at the National Retail Federation's "Big" Show" next week in New York.

According to Thomas Bianculli, chief technology officer at Zebra: "There's a big, meaty problem in brick-and-mortar retail about getting real-time information in the store about the customer experience".

"At a brick-and-mortar store they've got, at best, 60% inventory accuracy. They really have no idea if someone has walked out of their store frustrated because they had something in their basket but couldn't find something related. Or maybe they comparison shopped and then walked out of the store."

Over time, analysing the sensor data may help retailers recognise what kind of product displays or in-store marketing work best at generating sales.The possibilities, however, depend on what retailers and third-party firms develop.

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=7071

Paid Social Advertising Budgets Set to Double in 2017

 Trend Summary: Almost half of US marketers say they plan to increase their paid social budgets in 2017.


Here's a rhetorical question: Can paid social campaigns generate more brand searches on Google, Bing and other retail web sites? A survey of marketing executives who run paid social and search media campaigns think they can do exactly that - and it's a trend that's currently driving ...

[Estimated timeframe:Q4 2016]

... higher budgets in social media.

According to a study released yesterday, no fewer than 45% of the survey sample say they are planning to increase expenditure on paid social platforms in 2017, while the remainder said they intend to keep budgets at their 2016 level.

The study also revelas that 63% of marketers use social ads for direct response, while 40% implement it to drive brand awareness.

However, only 15% of CMOs surveyed are using paid social for full-funnel marketing strategies, from the top of the funnel to a final sale. According to the study. this is where many opportunities are missed to turn social insights into real commerce.

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=7057

Web Connected TV Ads Burgeon

Trend Summary: US advertising buyers predict 'explosive' growth in the still-nacsent OTT ad market.


OTT, adland's latest jargon for “over-the-top” services, is a term used for the delivery of film and TV content via the Internet, without users having to subscribe to traditional cable or satellite pay-TV services such as ...

[Estimated timeframe:Q4 2016]

... Comcast or Time Warner Cable.

Americans are increasingly purchasing web-connected TVs and becoming more accustomed to watching shows on demand via apps instead of cable, resulting in  more ad space becoming available to media buyers.

According to equity research company Pivotal Research Group, connected TV viewing overall grew by 65% over the past year and now accounts for 8.1% of total daily TV viewing by US adults in the 18-49 age group.

It’s a safe bet that a large portion of that viewing is driven by ad-free platforms like Netflix and Amazon Prime. However, it transpires that commercial time is also receiving a healthy boost.

Moreover, ad tech company Innovid, which delivers ads to web video outlets along with fast growing TV apps such as Fox Now, Hulu and Crackle, says the share of ads delivered to connected TVs via its platform quadrupled this year.

Likewise Modi Media, the ad-buying division within WPP's GroupM, reports that over 37 million US households watched ad-supported shows on connected TVs over the past year.

Read the original unabridged WSJ.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: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7055

Print Ads Still Rule the Consumer Confidence Roost

Trend Summary: A recent survey reveals that print ads influenced a purchase by more respondents than any other paid medium.


In a recent survey of more than 2,000 US consumers, data specialist MarketingCharts found that print ads (82%), followed very closely by TV ads (80%), influenced a purchase for more respondents than ...

[Estimated timeframe:Q4 2016]

... any other paid medium.

Also rated for trustworthiness were Direct mail (76%), radio ads (71%) and out-of-home ads (69%) while, perhaps surprisingly, the bottom-ranked eight were all variations of digital ads, from search down to mobile and pop-ups.

Trust doesn't translate into embrace, however, since traditional media ads are not immune to being ignored. Even satisfied customers will ignore their print ads (35%), discard their print ads or catalogs (34%), or mute, skip or turn off the TV channel (34%).

It is more than twenty years since ads starting appearing in digital media, yet the industry has made little to no progress in building trust either with users and not with with agencies and brands either.

Read the ortiginal 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=7054

Is CRM Retargeting the Magic Bullet for Retail Marketers?

Trend Summary: CRM retargeting is predicted to be a cure-all for retail marketers.


Back in 2015, around 93.1 billion consumer emails were sent and received each day, generating an average 3,800% return on investment. However, powerful and effective as an email can be, it has limitations. Retailers, on average, will achieve only a ...

[Estimated timeframe:Q4 2016]

meagre 22% open rate on any email they send.

Which means that 78% of their customers never see the offers retailers have crafted for that campaign.

However, with Customer Relationship Management [CRM] retargeting, retailers can now reach more of these customers, more frequently and in more places, without actually having to send more email.

CRM retargeting works the same way as any other email campaign, with one major difference: Instead of relying on a customer opening your email to deliver your message, you reach these exact customers wherever they’re paying attention, no matter which platform, device or channel.

Here's how it works ...

1. Tom gives you his email address (tom@emailaddress.com).
2. You include Tom in a CRM retargeting campaign offering 20% off his next purchase.
3. Tom uses that same email address to log into an online platform, Twitter for example.
4. Tom sees the offer every time he signs into Twitter on his smartphone, tablet and laptop.

Since the campaign matches Tom’s email address to your message, you can be sure that Tom will see it, no matter what channel he’s on or what device he’s using.

Read the original unabridged TargetMarketing.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: TargetMarketingMag.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7053

Data Will Drive Customer Experience in 2017

Trend Summary: According to USA marketing body CMO Council, data will drive customer experience in 2017.


A white paper released yesterday by the CMO Council in partnership with IBM analyses the increasing need for marketers to drive a better experience and deliver on the big promise of multichannel campaigns. The paper explores how innovations will demand ...

[Estimated timeframe:Q4 2016]

... new relationships with both data and technology.

According to 60% of respondents to the CMO Council survey, digital technology has altered content strategies and heightened the need for more types and formats of content.

Additionally, circa 44% think digital has heightened the need for aggregated data that pulls from across the entire company.

When asked about their "top experience goals," 42% of marketers agree that they need better-connected campaigns, reports Liz Miller, SVP of the CMO Council.

Meantime, 37% of marketers say that in 2017 they will work to tie together physical and digital campaigns, while 29% aver that they will bring additional resources and technology to better manage data and automation.

A further 28% say they will form company-wide initiative to optimise customer experience through all media and channels.

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=7052

Marketers Ethical Behaviour Drives Consumer Purchasing Decisions

Trend Summary: Consumers' purchasing decisions are influenced by a marketer's ethical behaviour.


Accounting for Good, a white paper commissioned by the UK based Association of Accounting Technicians [AAT], examines how accountants can educate and hold marketers to account regarding the importance of ...

[Estimated timeframe:Q4 2016]

... ethical practices.

Forty-three percent of respondents to the white paper said that not participating in tax avoidance would be an important consideration when deciding whether or not to engage with a business.

Other ethical factors which ranked highly with consumers when choosing a businesses to engage with included: maximum transparency with regard to company accounts (36%); a strict ethical code about their supply chain (39%); and being protective about sensitive client data (43%).

Commenting on the research, AAT chief executiv, Mark Farrar said: “Consumers are more aware than ever before of business behaviour and how it influences their purchasing decisions. Increasingly, people are being more mindful of how they spend their money and they want to feel confident in their choices. Greater transparency offers reassurance that their money is going to an organisation that fits with their own values".

Read the original unabridged TalkBusiness.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: TalkBusiness.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7049

Marketers Cede Control of Online Ads to Consumers

Trend Summary:  A Los Angeles based online advertising technology firm aims to give consumers control over digital ads.


Online marketers are unlikely to be overjoyed at the launch of Project Awesome, new technology that enables consumers to gain control over ...

[Estimated timeframe:Q4 2016]

... unsolicited online ads.

Rubicon Project, an online advertising technology firm based in Los Angeles, has harnessed the latest technology to help it's clients optimise advertising revenues for websites.

Earlier this week the firm announced the private beta launch of Project Awesome, a consumer-centric solution that enables users to control their own digital advertising experience.

According to Frank Addante, CEO and founder of Rubicon Project: “People recently have been given a choice with ad blockers, although their choice has been limited, either to see all ads or block all ads".

Concludes Mr Addante: "That's not ideal for consumers, advertisers, publishers and application developers.”

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=7048

Amazon's Latest Gamechanger: 'Just Walk Out Supermarkets'

Trend Summary: Amazon's latest ground-breaking project promises "Just-Walk-Out" Supermarkets


Just as Amazon founder and ceo Jeff Bezos disrupted the cosy cabal of book publishers back in 1994, the bucaneering business whizz is on course to play havoc with the ...

[Estimated timeframe:Q4 2016]

... world of supermarket shopping.

While the e-commerce industry has been waiting wirh bated breath to see what unexpected grocery gizmos Bezos had up his online sleeve, he has just pulled a fast one with the advent of Amazon Go, a brick-and-mortar supermarket with no queues and no checkouts.

The company's “Just walk out” technology enables consumers to simply toss items in their bag and then leave the store. This is driven by the latest developments in computer vision, sensor fusion, and deep learning.

Says Amazon in a company statement: “Four years ago we asked ourselves, 'What if we could create a shopping experience with no lines and no checkout? Could we push the boundaries of computer vision and machine learning to create a store where customers could simply take what they want and go?” The answer to that retorical question is a resounding "yes".

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=7046



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