620 Marketing Trends found for Marketing Effectiveness / Consumer engagement


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The Times They Are A-Changing (For Programmatic Marketing)

Trend Summary: Marketers will no longer have to struggle for the greater good of sponsored content.


As Bob Dylan so memorably sang back in 1964: "The times, they are a-changing". Today the same is true of the ...

[Estimated timeframe:Q4 2016]

... marketing, advertising and media businesses.

Fifty-two years on from Dylan's biggest hit song, industry bible AdWeek reports that advertisers, brands and social influencers are now competing for the greater good of sponsored content.

ROI Influencer Media, in partnership with multiple programmatic platforms like Rubicon Project, PubMatic, OpenX and Google's DoubleClick Ad Exchange, is making that process of sponsored ads a lot more simple.

According to Seth Kean, CEO of ROI Influencer Media, the social influencer market is basically in it's Wild West stage. Says Kean: "It reminds me of [the days] before video, digital or mobile advertising became standardised.

Kean predicts that when buying programmatic advertising packages, bundles of influencers who have signed with ROI will appear as options for buyers.

Enthuses Jay Sampson, Rubicon Project's head of strategic partnerships: "For the first time, premium brand and advertising agency partners on our platform can access native social content across all major social media platforms programmatically."

Read the original unabridged AdWeek.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: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7042

US Retail Marketers Link With Broadway Shows

Today's Marketing Trend: US Retailers seeking to boost their brand identities are embedding themselves with master storytellers - Broadway shows.


During this Autumn's New York theatre season, retail marketers have found new ways to weave a show’s cast or creative team into ...

[Estimated timeframe:Q4 2016]

... brand-related content.

Explains Damian Bazadona, founder and president of digital-marketing agency Situation: “The biggest growth within the advertising business is experiential marketing—and Broadway is an experiential brand"

And when the stars of the cast or creative team share with their own social media followers, they reach beyond the 600 to 1,500 or so people in an audience.

“Casts have evolved dramatically,” says Mr Bazadona. "They are now their own brands.”

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=7039

Marketers Adopt Instant Messaging for Customer Communications

Today's Marketing Trend: Instant messaging has become the fastest growing peer to peer means of communication.


With over 2.5 billion active users globally, instant messaging [IM] has emerged as the de facto channel for delivering personalised, instant one to one messages of all kinds, including ...

[Estimated timeframe:Q4 2016]

... images, video and chat.

WhatsApp, bought by Facebook in February 2014, now occupies 200 minutes a week of its billion users and is forecast to surpass 3.6 billion users by 2020 – approximately half of humanity!

Messaging is mostly used by people on their smartphones, surpassing even social media usage in 2016, and is now a deep-rooted habit in our semi-conscious minds.

Studies have shown that e-commerce websites in particular often lose sales because customers can’t get their answers quickly enough. With IM, customers don’t have to slog through voicemail menus to send an email.

Instead instant messaging automatically creates a written transcript of customer dialogue, thus making it easier to understand the historic relationship between business and customers, enabling businesses to archive and reuse these transcripts to monitor customer interactions for quality control.

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=7038

Addressable TV Ads Are On the March

Trend Summary: Addressable TV in the USA is on course to double its revenues, creating a $2bn marketplace by 2018.


According to TV industry trade group the Video Advertising Bureau [VAB], addressable TV is an advertising technology that enable advertisers to selectively segment TV audiences and serve different ads or ad pods (groups of ads) within a ...

[Estimated timeframe:Q4 2016]

... common program or navigation screen.

The VAB calculates that current revenues from addressable TV approach $900 million in 42% of TV homes.

The trade body also estimates that 71% of marketers are willing to pay a higher cost per thousand price  for addressable ads - which are able to span live and on-demand TV.

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=7033

Facebook Lures Marketers With Multi-Account App

Trend Summary: A new gizmo from Facebook enables marketers to manage all their social media accounts via a single multichannel app.


Social media directors for large and small-to-medium sized businesses no longer need to simultaneously manage different accounts for Facebook, Instagram and Facebook Messenger. Instead, the social media titan today unveiled ...

[Estimated timeframe:Q4 2016]

...  a new feature branded Universal Inbox which handles communications for all three channels via a Facebook Pages app.

Universal Inbox will enable marketers to more easily take note of comments, reviews and direct messages authored by consumers on Facebook, Instagram and Facebook Messenger.

In addition, page managers can use their cursor to tap a user's profile and see his or her publicly available information, potentially giving businesses more insights on how to interact with potential customers.

Read the original unabridged AdWeek.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: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7031

Word of Mouth Marketing More Trusted By Consumers than Ads

Trend Summary: Recent Nielsen data indicates that 92% of consumers trust word of mouth above all other forms of advertising.


According to the Chicago headquartered Word of Mouth Marketing Association [WOMMA], word of mouth recommendations are five times more effective than...

 

[Estimated timeframe:Q4 2016]

... advertising.

Given that influencer marketing has evolved from a buzzword to a must-do marketing technique, companies, agencies and clients are discussing what the best approach is.

As a relatively new phenomenon, few companies are, as yet, able to harness the power of influencer marketing based on tried and tested business experience as opposed to speculation and supposition.

At WOMMA's recent Come Round event in New York City, the company claimed to have placed brands in the hands of over 100,000 influencers on behalf of major clients, ranging from Lady Gaga and Doctor Who to Dyson, Birds Eye and LEGO.

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=7027

Marketing Personalisation Trend May Polarise Consumer Attitudes

Trend Summary: The increasing personalisation of almost everything, from products to information, is increasingly resulting in polarisation.


The trend to marketing personalisation, according to Stacy Glasgow, Consumer Trends Consultant at marketing intelligence firm Mintel, is all too evident in the current presidential election which has divided the US as ...

[Estimated timeframe:Q4 2016]

... never before in modern times.

Says Ms Glasgow: "Whether or not they are aware, many consumers find themselves in a perpetual cycle of being exposed only to ideas, beliefs, opinions and services with which they already identify".

Moreover, she added: "In the coming year, these figurative echo chambers will place a greater distance between people – and between consumers and brands – leaving the latter with complex challenges."

This lack of diverse content, she argues, "could be detrimental for consumers who, in this experience-driven culture, do, in fact, want access to new and unique products, services and knowledge".

Read the original unabridged Warc.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: Warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7021

Marketers Urged to Switch from Branded Content to Branded Entertainment

Trend Summary: US marketers are urged to move beyond 'Branded Content' and create entertainment.


As audiences migrate to commercial-free streaming platforms, an increasing number of brands are seeking to engage consumers via entertaining original programming. Predictably the showbiz world has swiftly ...

 

[Estimated timeframe:Q4 2016]

... latched-on to that reality.

However, different types of brands have different options available to them. But irrespective of the budget, level of brand awareness or consumer appeal, almost any brand can entertain via one of three primary approaches. These approaches are ...

  • Build a story universe around a product.
     
  • Start a conversation around a product, service or set of values.
     
  • Align your brand with a force for good.

A recent report from policy think tank Brookings Report found that approximately 90% percent of millennials want to support brands that do good.

The report also reveals that 89% of American consumers said that if price and quality were equal, they would consider switching brands to one associated with a good cause.

Read the original unabridged AdWeek.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: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7018

Video To Account for 70% of Mobile Traffic Within Five Years

Trend Summary: Facebook predicts that by 2021 video will account for 70% of mobile traffic.


Addressing the Wall Street Journal's WSJD conference yesterday, Facebook's chief product officer Chris Cox revealed that video currently accounts for about 50% of mobile data traffic, citing the Ericsson Mobility Report. Opined Mr Cox ...

[Estimated timeframe:Q4 2016]

... "that's insane", citing everything from video status updates to live pictures in Messenger and switching from a text to a video voice call.

With video consuming the lion's share of Facebook's 1.71bn users' time and attention, the social media colossus has set its sights on becoming a "video first" service.

Moreover, it's working on new tools to get more people to use its video streaming service 'Live'. Cox showcased a new feature Facebook plans to install onto mobile phones: Prisma-like filters that make live video appear in the style of renowned artists such as Georgia O’Keefe and Claude Monet.

For those interested in the new service it can be accessed here.

Read the original unabridged USA Today 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: usatoday.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7014

Google's Enhanced Ad Targeting Attracts Privacy Concerns

Trend Summary: Google's enhanced ad targeting reignites privacy concerns.


The latest controversy about Google's ad-targeting capabilities, triggered by a post from ProPublica (a New York based independent non-profit newsroom), raises concerns about the Mountain View mammoth's policy change earlier this summer that lifts ...

[Estimated timeframe:Q4 2016]

... Google's self-imposed ban on connecting DoubleClick cookies with personally identifiable information.

According to the ProPublica posting, the era of social networking has ushered in a new wave of identifiable tracking, in which services such as Facebook and Twitter are able to track logged-in users when they share an item from another website.

The ProPublica post also points to significant and recently erased wording in Google's privacy policy which undertook to separate by default DoubleClick's cookie information from personal identification information unless the user has given opt-in consent.

Some sources posit that the change adds individual's names to Google's long-standing credo that web tracking is, for the most part, anonymous.

However, in June of this year- when Google claimed that its new Google Account includes features providing greater control over the data it collects and how it is used - few (if any) users recognised the change.

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: www.mediapost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7013



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