141 Marketing Trends found for Marketing Effectiveness / Return on investment


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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

US Marketers Confidence Yo-Yos On Targeting and ROI

Trend Summary: US marketers confidence rises overall but fails to meet key objectives.


According to the 2017 edition of the American Marketing Association’s Marketers Confidence Index, marketers overall are more confident than they were a year ago. However, there's a downside - specifically that they are losing  ...

[Estimated timeframe:Q1 2017]

... confidence in the ability of their organisations to achieve some of the most vital goals in marketing - that they are investing in reaching the right customers.

Despite which, however, overall confidence this year has improved by six points to an index of 69 (out of 100 possible points).

The findings are based on an online survey of 304 US marketers conducted by WPP Group offshoot Kantar Vermeer, measuring the degree of optimism on the state of the economy.

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=7105

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

2017 Will Herald the Era of Native Mobile Advertising

Trend Summary: 2017 is predicted to be the tipping point for Native Mobile Advertising.


According to sales intelligence company MediaRadar, publishers see an average renewal rate of 33% for native ad products when campaigns run for less than six months. News outlets like the Wall Street Journal, however, experience ...

[Estimated timeframe:Q1 2017]

... renewal rates of 72%.

Brands that want to run a successful native ad campaign might have to pay as much as $450,000 for a six-month run.

However, that might be a bargain, as marketers willing to cough up the dollars are happy to achieve a return rate significantly higher than the industry norm.

News outlets like the Wall Street Journal, for example, see renewal rates of 72%.

The key difference, MediaRadar says, is the length of the campaigns.

According to Media Radar's Ceo Todd Krizelman: "One of the things the successful publishers all have in common is the duration of the campaign."

"What we observed is in that time period of six months, the publisher has more time to course correct," notes Krizelman, adding that "in the grand scheme of things, native is still in the early days, so this concept of how you execute your best practices isn't protected."

Read the original unabridged Ad Age.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=7089

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

AI Set to Become Dominant Marketing Tool

Trend Summary: All the marketing runes point to 2017 as the year in which AI will start to impact on the world's marketers.


However, AI's predicted impact on the global marketing scene won't be in the flashy or apocalyptic way foreseen by adland's soothsayers, although there's plenty of time ahead before it becomes part of a ...

[Estimated timeframe:Q1 2017]

... normal customer’s reality.

According to Erik Hallander, regional mobile and innovation director at Isobar Asia-Pacific, the topic of AI for many brands has quickly gone from ‘seems hard’ to ‘seems interesting’ - and for a good reason.

Posits Mr Hallander "Wrapping your head around deep learning, neural networks and the broader concept of AI is hard for pretty much anyone, but more and more businesses are looking at the outcomes AI can enable as opposed to the technology itself".

"The reality, however, is that budgets are tight. There’s not much wiggle room for seemingly multimillion dollar investments in complex concepts like AI, especially when proven ROI is yet to be achieved".

Read the original unabridged Campaign Asia 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: Campaign Asia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7067

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

Header Bidding Will Be The Name of the Adland Game in 2017

Trend Summary: 'Header bidding', one of the trendiest terms of 2016, is set to become more than just an ad inventory accessibility tool.


According to Chris Copeland, president of adtech platform Yieldbot, header bidding is an integration into the header of a publishing site that enables a publisher to instantly ...

[Estimated timeframe:Q4 2016]

... open up ad inventory in an auction to multiple potential buyers.

Header bidding has arguably been one of the trendiest adland terms of 2016, with ad industry giants like Amazon, Google and Facebook entering the game.

Says Mr Copeland: “The big evolution is that while the old model was a waterfall where one after another potential buyers had access to inventory. Whereas ”Adtech or media companies or brands directly would go one by one and decide if they wanted a piece of the ad inventory".

"The big shift with header bidding is it allows publishers to have a greater ability to monetize and create yield by opening [this] up across multiple spaces.”

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=7050

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



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