618 Marketing Trends found for Marketing Effectiveness / Consumer engagement


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Adobe Debuts New System For Personalised TV Ads

Trend Summary: Adobe has rolled out a new approach to the concept of dynamic TV ad insertions.


Adobe Marketing Cloud, a collection of integrated online marketing and web analytics, this week rolled out a new approach to the concept of dynamic ad insertions. The new platform replaces ads that are set to appear in a broadcast feed with an ...

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... individually targeted ad which can either be live or on demand.

According to Adobe hype, this is most complete set of marketing solutions available, claiming that it gives marketers everything they need to get deep insights into their customers.

It also enables personalised ad campaigns, whilst managing marketers content and assets.

Campbell Foster, Adobe's director of product marketing, emphasises that the Marketing Cloud service is not just for video-on-demand (which is technically easier to dynamically insert an ad) but also works on live TV.

With a live broadcast like the Olympics, there are millions of viewers watching simultaneously, which means when the network cuts to the ad break the platform must run millions of individually targeted ad insertions concurrently. This is difficult to accomplish without crashing the entire system, says Mr Foster.

The new Adobe system, however, enables a broadcaster's data to automatically instruct the platform which ad to insert. No personally identifiable information is used, but the broadcaster can target by Zip code, designated market area, device, third-party segments or any data such as behavioral or demographic characteristics to which the broadcaster has access.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q3 2016]

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=6976

Consumers Expect Companies To Display Corporate Social Responsibility

Trend Summary:  Corporate Social Responsibility [CSR] programs are becoming an integral part of a client's brand


 A large, cross-generational majority of consumers expect companies to display a level of corporate social responsibility. Last year, Havas Worldwide's Project Superbrand report surveyed 10,131 people aged 18+ in twenty-eight markets worldwide, revealing that 73% believe ...

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... companies have a responsibility to do more than just generate profit.

A further 75% said that companies have an ethical obligation to operate in ways that do not harm the environment.

Respondents included a cross section of consumers representing millennials, Gen Xers and baby boomers.  

The report also reveals that companies have a unique opportunity to do the right thing and reap the rewards. Moreover, their advertising agencies have new opportunities to deepen their meaning and importance as they assist clients down a path of purpose.

Read the original unabridged Adweek.com article.

[Estimated timeframe:Q3 2016]

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=6968

Online Publishers Seek Readership Growth Via Artificial Intelligence

Trend Summary: Online publishers are now using intelligent machine learning algorithms to lure readers to watch a given story or video.


According to the BBC's Technology of Business reporter Mark Smith, every day the web carries around 500 million tweets, 430,000 hours of YouTube video uploads and more than 80 million new Instagram photos. Keeping up with our friends Facebook and Twitter updates can seem like ...

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... a full-time job.

Accordingly publishers, desparate to get us to read and watch their outputs in the face of competition from viral videos and Instagram photos, are turning to data analytics and artificial intelligence.

Recent start-up Echobox has developed a system which, it claims, takes the human guesswork out of the mix. By analysing large amounts of data, Echobox learns how specific audiences respond to different articles at different times of the day. It then selects the best stories to post and the best times to post them.

The company's software is already in use by publishers such as Vogue, Le Figaro and the Telegraph Media Group.

Read the original unabridged BBC.co.uk article.

[Estimated timeframe:Q3 2016]

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=6961

Marketers Don't Understand Brand-Building In the Digital Age

Trend Summary: Marketers have "their heads in the sand" when it comes to understanding brand-building in the digital age.


That's the opinion of Mark Addicks, former CMO of General Mills. Addressing the Advertising Research Foundation's Audience Measurement 2016 conference, Addicks who retired in 2015, suggested that enormous opportunities exist in ...

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... the evolving media ecosystem.

"We are seeing an explosion of ways that a brand can express itself" said Mr Addicks. "It will be about the revolution of 'now': the first click; the first walk through the retail store; the first interaction with the brand."

But the response to this shift among brand custodians, Addicks argued, has not been uniformly impressive: "I'm a little shocked at how many people on the marketing-side still have their head in the sand.

"They're still talking in terms of 'predictable audiences' and 'predictable outcomes'. They're not in the flow of this 'now' at all."

"They really haven't acknowledged that we have a consumer in control, and that the nerve centre is the telephone. It's the place that they will start and finish."

Read the original unabridged Warc.com article.

[Estimated timeframe:Q3 2016]

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=6942

Tech Titans Adopt Music Streaming As Customer Bait

Trend Summary:  IT and online media mammoths are funding their future ambitions via music subscription services.


Streaming music is a mere sideline for the industry’s power players—Apple, Amazon.com and Google's parent company Alphabet. For these tech titans, paid streaming services aren’t just a new revenue stream; their strategy is to use these services as ...

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... bait to attract and retain customers so they can sell them other merchandise. Moreover, the influence of these titans looks likely to grow.

Apple is revamping its Apple Music app while exploring an acquisition of streaming service Tidal - the first music service with high fidelity sound quality.

Not to be outdone, Amazon is preparing to introduce a stand-alone $10-a-month subscription music service, matching the subscription fee charged by Apple Music and by Alphabet, which offers ad-free music via its YouTube Red and Google Play Music services.

Given that streaming music advances their other ambitions, Apple Music, Amazon, Alphabet’s Google and YouTube units, don’t need their services to be hugely profitable, though none of them are selling subscriptions at prices that suggest a willingness to lose money.

Such tactics gives the tech companies a major advantage over smaller rivals such as Pandora Media, Spotify AB and French counterpart Deezer, whose main businesses are music streaming.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q3 2016]

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=6941

CMOs Shouldn't Own the Customer Experience Study Concludes

Trend Summary: Improving customer experience elements in service and sales channels trumps those in marketing or other departments.


A new study by The Economist Intelligence Unit and Marketo, reveals that 86% of CMOs believe they will own the end-to-end customer experience by 2020. However, the study advises marketers not to ...

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... believe the hype just yet.

According to the study the definition of an ideal customer experience will vary depending on which department you ask. For the service team, it is the quick, seamless resolution of a customer support call. For sales, it could be an online purchase completed with one-click. While for marketing, it could be anything from an easily navigable website, to entertaining social media messages.

The study also posits that this doesn’t have to be a subjective exercise, given that there is extant data which clearly indicates what matters most to consumers in the arena of customer experience.

But most of this data isn’t the responsibility of the marketing department.

A survey conducted by the Economist Intelligence Unit in 2015 lists the top elements of an ideal customer experience, according to consumers.

Looking at these elements, it’s clear that improving customer experience elements in service and sales channels trumps those in marketing or other departments.

47% of consumers identified “fast response to enquiries and complaints” and “simple purchasing processes” as the most important elements. Both of which are in the domain of the sales and service departments.

Arguably, so are the next four elements: “Ability to track orders in real time,” “clarity and simplicity of product information across all channels,” “Ability to interact with the company over multiple channels” and “Access to more in-depth product information in stores through technology”

Read the original unabridged AltimeterGroup.com article.

[Estimated timeframe:Q3 2016]

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

Source: AltimeterGroup.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6938

Consumers More Likely to Buy from Brands Using Virtual Reality

Trend Summary: A new survey reveals that, despite never experiencing virtual reality [VR], most consumers claim to have a positive attitude towards the technology.


Business's trialling virtual reality [VR] as part of their marketing strategy may wonder whether spending on the emerging platform is worth it. New research, however, suggests that such investments could be paying off in terms of ...

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... brand affinity and increased purchases.

San Francisco based survey sponsor Greenlight VR this week released results from its survey of 1,300 adults. The survey revealed that the majority of consumers (71%) feel that VR makes brands seem "forward-thinking and modern."

There's even better news for brands' bottom lines, with 53% of survey respondents saying they'd be more likely to purchase from a brand that uses VR than from one that doesn't.

In a statement announcing the survey's findings, Steve Marshall, Greenlight VR's svp of research and consulting said: "We're seeing that specific VR activities have unique emotional footprints, offering fascinating insights for those who are considering their VR strategies."

He cited an exemplar: "Among our sample, watching a live broadcast event in virtual reality generates significantly higher ratings of positive emotions such as 'happy' and 'energetic' when compared with playing a VR video game."

Even respondents who had never previously seen VR had good things to say about the technology, with 91% reporting positive feelings after watching an informational video about VR.

Among those who haven't tried VR, 65% were interested, 32% were surprised at what it could do, 25% felt "happy" and 58% reported being "amazed".

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q3 2016]

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=6937

Consumer Behaviour Will Control The Inexorable Rise of the IOT

Trend Summary: Despite the current spate of internet-connected devices, the markets will ultimately decide which devices will gain traction.


Following the tsunami of new products that have already invaded the online marketplace, creators and marketers of devices connected to the Internet of Things [IoT hereon] will need to closely monitor the way in which their devices are used and ...

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... adapt accordingly.

A good example of such an adaptation is the introduction of the new Nest Cam Outdoor camera. After Nest Cam started selling this product the company noticed that a large number of purchasers of the product were pointing their devices at windows so they could monitor activity outside their home.

So the company seized on this behavioral pattern and created an outdoor version of the same camera, essentially a traditional Nest Cam built into a weatherproof container.

According to MediaPost.com staff writer Chuck Martin, this is what the IoT is all about: launching and then adapting to consumer behaviors.

Says Martin: "Had Nest simply stuck with its indoor camera it's likely that a fast-moving competitor would move in to capture the outdoor connected camera market".

Mr Martin also warns that: "IoT products are relatively new, and no one really knows how they will be used until placed into the hands of a large number of consumers."

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q3 2016]

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=6936

IoT Predicted to Transform Customer Services by 2021

Trend Summary: Connected devices are already driving the most value when it comes to customer services.


According to a new report from Forrester Research, 'The Internet of Things' will enable brands to improve customer service efficiencies whilst also creating new opportunities for ...

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... customer loyalty.

Titled Plan Now for Customer Service by 2021, the report specifies the technologies identified in interviews with vendor and user companies.

The named technologies are two-way video communication, augmented reality [AR] and virtual reality [VR], plus virtual assistants, messaging and connected devices.

According to Ian Jacobs, Forrester's senior analyst and author of the report: "The IoT, combined with improved predictive analytics, will eventually enable pre-emptive service, meaning fixes before a customer even knows there is a problem”.

Added Mr Jacobs: "Connected products will simply have fewer problems. The key here for brands is capitalising on that to build better customer loyalty."

“Brands will also need to decide whether to let customers know that they fixed an incipient problem, for example. We’ve all been looking for more predictive service and now we are already staring pre-emptive service in the face. That’s pretty amazing.”

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q3 2016]

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=6929

Ad Funded Content Set to Drive Mobile Video

Trend Summary: Global revenues from mobile video are predicted to reach $25bn by 2021.


Global Mobile Video Forecast 2010-2021, a study released today by multinational research firm Strategy Analytics, also predicts that mobile video users will more than double to two billion by the end of 2022, equal to ...

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... a 36% penetration among global mobile users.

Mobile video revenue is broken out by business model, including sell-through, rental, subscription and advertising-funded, the latter driving two thirds of total market value.

According to Wei Shi, analyst at Wireless Media Strategies: "The strongest growth in mobile video revenue will come from advertising-funded content as advertisers seek to catch up with the increasing quantity of video consumption."

Mr Shi also predicts that "Advertising spending on mobile video will grow at a 28% CAGR in the next five years."

Read the original unabridged Warc.com article.

[Estimated timeframe:Q3 2016]

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=6926



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