620 Marketing Trends found for Marketing Effectiveness / Consumer engagement


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Mobile Drove Almost Half of Southeast Asian e-Commerce Transactions in H1 2016

Trend Summary: A new study reveals that brands can no longer ignore mobile as a primary means of driving sales.


Mobile accounted for more than half (54%) of all e-commerce transactions in Southeast Asia during the first half of 2016, according to the latest study by ad tech firm Criteo. The study also revealed that, for the first time, the top 25% of online retailers in the region saw ...

[Estimated timeframe:Q4 2016]

... more than half their sales coming from mobile devices.

Moreover, across all retailers in Southeast Asia, mobile's share of e-commerce transactions saw a year-on-year increase of 19%, with smartphones and apps leading the way.

The study also found that mobile apps drove a higher proportion of consumers to purchase over the period and delivered conversions at three times the rate of mobile web.

Likewise, smartphones delivered the majority of mobile transactions, with the great majority transacted on Android devices. Android also accounted for three times as many mobile retail transactions than Apple devices.

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=7012

Technology and 'Content Crap' Obstruct Creativity P&G Marketing Boss Warns

Trend Summary: Technology is obstructing creativity according to the world’s largest advertiser.


Marc Pritchard, chief brand officer at the world’s largest advertiser, Procter & Gamble [P&G], believes that the current fight between creative and technology, aka content marketing, and adland's current flavour of the month is ...

[Estimated timeframe:Q4 2016]

... producing “crap.”

Addressing the Association of National Advertisers Masters of Marketing conference in Orlando last week, Mr Pritchard didn't mince his words: “Advertising has a bad reputation as a content crap trap”.

“In this digital age we’re producing thousands of new ads, posts, tweets, every week, every month, every year. We eventually concluded all we were doing was adding to the noise.”

He also revealed that: "P&G stepped up its game to give consumers the brand experiences they deserve. It raised the bar on creativity to give consumers its very best work—the key to its growth."

The hard work has paid off. So how did P&G undertake this massive marketing transformation?

Admitted Mr Pritchard: “We were getting so confused by all the technology; we tried to simplify it.”

“Brand building is not rocket science. We came up with the idea of the "creative canvas": to talk about what your brand does. We went brand by brand and raised the bar and didn’t accept mediocrity. That had to cascade to agencies and suppliers. The agencies want to do great work and we provided more clarity and asked for the best work.”

Read the original unabridged Chiefmarketer.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: ChiefMarketer.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7011

US Trade Body Launches Multicultural Advertising Blueprint

Trend Summary: US trade body, the Association of National Advertisers [ANA], plans to provide a multicultural marketing blueprint.


As the US ad industry continues to explore ways to improve upon it's multicultural diversity problem, clients are increasingly seeking more diverse ...

[Estimated timeframe:Q4 2016]

... agencies and work.

AdWeek staff writer Katie Richards reports that the ANA's initiative, branded Alliance for Inclusive and Multicultural Marketing [AIMM], has laid out iits key goals. These include ...

  • Finding new ways to discuss and tackle diversity within the advertising and marketing communities
     
  • Creating and distributing "best practices of multicultural and diverse demographic segments
     
  • Investment in research to create a multicultural marketing knowledge centre.

According to ANA president/ceo Bob Liodice, the goal of AIMM is to bring together leaders from African American, Hispanic, Asian and LGBT marketing communities to help establish a "united blueprint for the evolution of multicultural and diverse-segment marketing in America."

For the first year, however, membership of the group will be open by invitation only.

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=7004

Marketers Set to Adopt Facial Recognition Targeting

Trend Summary: Advances in facial recognition software trigger concerns over privacy.


A Russian startup, NTLab, is about to launch a potentially controversial package that correctly matches 73% of people to a large photo database. The technology was recently put to the test when Russian clubgoers flocked to the ...

[Estimated timeframe:Q4 2016]

... the nation’s biggest electronic music festival this summer, where they didn’t need to bring a camera or even their phones.

The photo database's  implications for marketers are potentially enormous, although the startup also admits to negotiations to sell its products, to state-affiliated security firms in China and Turkey, along with other nations with poor civil liberties records.

However, the company's youthful founders, 26-year-old Mr Kukharenko and 29-year-old Mr Kabakov, insist there are no grounds for fears that their technology could end up in the wrong hands.

According to Mr Kabakov, these days ownership of a smartphone is ubiquitous, meaning that you can’t opt out of surveillance. "There is no private life. Your government can control you now."

"You take your iPhone or Android phone and it has information about your behaviour, your movements, about what you buy, about who you are talking to.”

Marketers are already salivating!

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=7003

Voice Search Predicted to Go Mainstream By 2021

Trend Summary: Voice search is predicted to become mainstream within the next five years.


Speaking at the annual Advertising Week event in New York this week, Microsoft's Bing evangelist Christi Olson revealed that voice search queries in any given month already comprise a ...

[Estimated timeframe:Q4 2016]

... quarter of Bing mobile searches and 5% of total searches.

Ms Olson's colleague, product marketing manager for Bing Ads Geoffrey Colon, emphasised the nature of the inevitable change taking place, citing as an example his own family. Admits Mr Colon: "I never was comfortable speaking into my phone - but my girls? That's all they know how to do, because they don't know how to type yet—they're 4 and 6—but they can talk."

"I think, like so many of these things, the adoption will actually take off because of the next generation."

"Right now we're in an area of 'Let's see how voice search actually works' and get it to work at a good sort of rate before we move into how we monetise it."

Meantime, researchers are eager to explore the use of voice in mobile surveys, which could not only accelerate the process but enable greater access to respondents such as children, illiterate users and the vision-impaired.

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=6997

AI and Bots Herald Next Version of Mobile Apps

Trend Summary: Bots will become the next version of mobile apps, creating an emotional connection between brands and consumers.


According to Ryan Gavin, Microsoft's General Manager for search, cloud and content, Bots [web robots] will replace mobile applications resulting in conversations via ...

[Estimated timeframe:Q4 2016]

... bots occurring more frequently.

To all intents and purposes, bots will become the new app for brands, while natural language is on course to become the popular user interface, thereby creating an emotional connection between brands and consumers via artificial intelligence [AI] and search.

Microsoft, ever vigilant for opportunities to make a few million bucks, this week announced a new group that will help accelerate the use of AI.

Circa five hundred computer scientists and engineers will support the marketing team and will include Microsoft Research along with the company’s Information Platform Group, Bing and Cortana's  natural language processing. Vital input will also come from the multinational mammoth's Ambient Computing and Robotics teams.

According to Harry Shum, Microsoft EVP of technology and research, tools like Skype Translator, XiaoIce chatbot and the Cortana virtual assistant would not have been possible without years of investment in machine learning, speech recognition and natural language processing". Cortana currently serves around 113 million customers and has answered over twelve billion questions.

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=6996

Live Video is Now a 'Must-Buy' for Marketers

Trend Summary: A study by Yahoo on the effectiveness of livestreamed video found that 31% of consumers remember live ads better.


From sports to breaking news to the world's biggest music festivals, live video gives consumers the experience of being in two places at ...

[Estimated timeframe:Q3 2016]

... one and the same time.

As video viewership on digital devices increases, the thirst for live content does likewise. According to Yahoo sixty-four percent of consumers have watched live online videos in the past year.

That's especially true of millennials who want access to these experiences, 41% of whom said live events help to "keep them in the know".

Even more compelling than the massive numberof eyeballs attracted to live programming is that viewers who tap into live video are highly engaged.

Moreover, Yahoo's recent study into the advertising effectiveness of livestreams found that viewers are emotionally engaged with live content and find it valuable because it's content they want to see.

Meantime, brands are getting in on the action. Advertising alongside live video soared by 113% year-on-year, outpacing all other types of digital video.

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=6991

Facebook's Instagram Purchase Set to Pay Dividends

Trend Summary: Facebook's recent purchase of Instagram is on course to be be a key factor in the former's future growth.


According to Fox Business News, after years of restraint Facebook ceo Mark Zuckerberg and his accolytes are looking to monetise their aquisition of photo sharing site Instagram which now boasts circa ...

[Estimated timeframe:Q3 2016]

... 500,000 advertisers.

Facebook has astutely added the ability for advertisers to buy both Instagram and Facebook ads via a single interface, a decision that is now paying dividends and propelling the photo-sharing site into top gear.

Virtually a year ago to the day, Facebook announced that Instagram advertising was available to marketers. It now boasts 500,000 advertisers, enabling them to buy both Instagram and Facebook ads via a single interface - a decision that is now is now paying dividends.

In approximately seven months Facebook has enticed 150% more brands into reaching its Instagram audience.

Read the original unabridged Fox Business News 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=6989

Consumers Are Losing Patience With Slow-Loading Websites

Trend Summary: Online shoppers are becoming increasingly impatient over website loading times.


According to research from digital performance measurement firm Dynatrace, just a half second difference in page loading times can make a 10% difference in sales for ...

[Estimated timeframe:Q3 2016]

... online retailers.

Paradoxically, despite the general increase in connectivity speeds, retail websites worldwide have been getting slower over the last year, not faster, Dynatrace reports.

Explains the tech firm's vice president of marketing Dave Anderson: "It's mainly because of all the third-party connections to Google, Facebook and Twitter."

"These, and chat functionality, are slowing things down, particularly for Australian sites.

Explains Mr Anderson: "This is because data travelling between the USA and Australia have to cover huge distances, causing a delay, or latency".

Globally, the average page load time has gone up by 7% compared to last year - from 4.2 to 4.5 seconds.

Ironically, this means that retailers who are trying to offer a more interactive, personalised multimedia online experience for their customers have been shooting themselves in the foot.

Read the original unabridged BBC.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: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6988

Google Jazzes-Up Dowdy Gmail

Trend Summary: Google’s Gmail email applications will begin supporting responsive email design by the end of the month.


According to a recently issued Google press release, the tech titan will begin supporting responsive email design by the end of the month. The new technology will render ...

[Estimated timeframe:Q3 2016]

... correctly on any device via which users access their Gmail, thereby enabling mobile users to enjoy the same visual experience as do desktop users.

According to Gmail product manager Pierce Vollucci: “Text, links, and even buttons will enlarge to make reading and tapping easier on a smaller screen.”

“If you’re on desktop, you’ll also see improvements, since emails designed for mobile can also adapt to fit larger screens.”

Google’s email update, due at the end of September, is a critical addition for email marketers looking to engage with mobile users.

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=6986



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