84 Marketing Trends found for Marketing Effectiveness / Return on investment

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WPP and US Satellite Firm Claim 'Addressable' TV Ads Success

Bottom Line: The global ad industry's Holy Grail of accurately 'addressable' TV advertising is ready to roll after undergoing extensive US trials.

Following last year's ill-starred attempt by US cable TV consortium Canoe Ventures to provide advertisers with high-precision targeted ads, satellite network Dish and WPP Group’s media arm GroupM now claim they can deliver household-addressable TV advertising on a large scale. 'Addressable' advertising targets different groupings of households sharing common characteristics such as geography or general demographic information. More importantly, the technology also provides ....

[Estimated timeframe: Q3 2012 onward]

... television programmers and advertisers with the ability to create and deliver TV commercials to individual households based on specific criteria.

Moreover, the Dish/GroupM duo claim they have been doing it successfully in trials involving nearly a dozen advertisers, targeting more than seven million US homes since October 2011, claiming this to be a first for the TV industry on such a large scale.

Whoops Michael Bologna, GroupM managing partner and director of emerging communications: “These trial campaigns with Dish demonstrate our ability to identify a specific target audience and deliver to them a relevant message, thus reducing unwanted impressions. Household-addressable advertising in a television universe, long considered a ‘holy grail,’ is finally starting to become a practical reality.”

GroupM clients, such as ConAgra, Mattel and NBC Universal, are believed to be among the major advertisers participating in the pilot program, although GroupM and Dish coyly declined to identify any of the advertisers involved.

The partners conceded, however, that marketers participating in the addressable ad trials included a variety of categories, including packaged goods and financial service providers.

Read the original unabridged article here.

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: https://marketingtrendtracker.com/article.aspx?id=5879

Massive Deficit Could Hit French Imports/Exports

Bottom Line: France will have to find between €6-10 billion [$7.6-$12.6bn] this year and a massive €33 billion in 2013 to meet its European deficit targets. Failure to do so would risk unnerving financial markets, while success could severely curb imports.

France could be the next European nation to face an economic crisis with cuts of up to €10 billion needed this year plus another €33bn in 2013 in order to meet European deficit targets, warns the nation's Court of Auditors - a quasi-judicial body responsible for overseeing public accounts. According to the Court, the current shortfall in revenues is threatening deficit goals and by extension the stability of ...

[Estimated timeframe: Q3 2012 - 2013]

... President Francois Hollande’s new government which requested the Court to conduct a thorough review of state finances.

But the expected shortfall in tax revenues, while in line with economists’ predictions, is threatening deficit goals. The numbers leave left-leaning President Hollande with the tricky task of explaining to voters, just seven weeks after he took office promising an end to austerity, that sweeping costs cuts are inevitable after all.

The government plans tax rises on the wealthy and on companies to adjust the 2012 budget, but unpopular welfare and civil service job cuts are likely next year.

M. Hollande’s approval rating has already sagged by seven points to around 51% as the public fears more economic gloom.

The government will revise down official growth forecasts as it uses the audit to rework the 2012 budget, said Finance Minister Pierre Moscovici in a newspaper interview.

Meantime, The Court of Auditors said it had not uncovered any new skeletons left by the former conservative government of President Nicolas Sarkozy. It pointed to €1.2 to €2.0bn of likely overspending this year in areas such as defence, agriculture and housing, claiming, however, that this is normal[!].

Read the unabridged France24 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: France24.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5873

Boeing Predicts 34,000 Aircraft Sales Thru' 2032

Bottom Line: US aerospace titan Boeing today raised its market forecast for the next twenty years, predicting demand for 34,000 new commercial aircraft collectively worth $4.5 trillion. The knock-on effect - direct and indirect - for other industries including media and marketing could be significant.

Boeing's forecast is based on the assumption that the market for new planes will become more geographically balanced over the next two decades, with the Asia-Pacific region leading the way as markets like China and India continue to grow. The forecast also factors-in the growing need of airlines to ...

[Estimated timeframe: Q3 2012 - 2032]

... operate fuel-efficient new aircraft to counter ever-increasing aviation fuel costs.

The latest prediction builds on Boeing's 2011 forecast that it would sell 33,500 new passenger aircraft and freighters worth $4 trillion by 2030.

Says the aero-giant: "Robust growth in China, India and other emerging markets is a major factor in the increased deliveries over the next 20 years."

Boeing forecasts that airline traffic overall will grow at a 5% annual rate over the next twenty years, with cargo traffic growing at a rate of 5.2 percent. And world airline fleets are expected to double over the next two decades.

Moreover, according to Boeing: "Low-cost carriers, with their ability to stimulate traffic with low fares, are growing faster than the market as a whole.

According to a report published by the Massachusetts Institute of Technology: "The airline industry itself is a major economic force, both in terms of its own operations and its impacts on related industries such as aircraft manufacturing and tourism, to name but two. Few other industries generate the amount and intensity of attention given to airlines, not only among its participants but from government policy makers, the media, and almost anyone who has an anecdote about a particular air travel experience."

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

Source: Reuters.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5866

P&G Moves to Unify Global Marcoms

Bottom Line: Procter & Gamble, the world's largest advertiser, is to unify its global marketing communications function and integrate brand activity under the baton of Marc Pritchard, Global Brand Building Officer.

P&G is better known for setting (as opposed to following) marketing trends. On this occasion, however, the Cincinatti colossus lags über-rival Unilever with its  creation of a global communications division. The new division's remit embraces brand PR, customer services, social media and media relations, with especial emphasis on ...

[Estimated timeframe: Q3 2012 onward]

... the role of communications in brand building and social engagement.

The new division is in line with P&G's global strategic plan, announced in February, which aims to achieve efficiency savings of $1bn in marketing spend, part of the company's overall $10bn cost cutting strategy.

Global Brand Building Officer Pritchard explains his take on the art of marketing - often perceived “as traditional TV advertising, and maybe a little bit of promotion.

"Brand building is looking at the purpose of a brand. It’s about identifying how that brand can touch and improve lives with its benefits and how you can then take those benefits and express them at the store level, in public relations, in digital, TV and print. It’s how you create experiences for consumers that include services, information, education and entertainment, so you build that entire brand experience.”

The latest upheaval was prompted by the imminent retirement in June of global external relations officer Christopher Hassall. It affects the 1,200 strong ‘external relations’ division, although there will be no job losses as a result of the changes.

But a number of communications personnel working in regulatory and technical matters will be moved to P&G’s research and development function, and a number currently working on government affairs will transfer to the legal department.

According to a P&G statement: “These are the right changes at the right time to leverage our synergies with R&D, legal and the brand building organisation, to stay ahead of changes in the external communications environment, and to ensure we are organized and prepared to protect and build the reputation of P&G and our brands in the decade ahead and beyond.”

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

Source: MarketingWeek.co.uk
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5849

Global Marketers Edge Toward Results-Based Agency Pay

Bottom Line: New methods of ad agency compensation, such as value-based remuneration, are gaining global traction albeit at a snail-like pace, with a meagre four percent of global marketers currently utilizing such models.

America's Association of National Advertisers [ANA] yesterday released the first-ever Global Agency Compensation Survey, offering new insights as to how global marketers structure and manage compensation practices with their advertising agency partners. The benchmark study, which polled marketers operating in nearly forty countries across all continents, reveals that ...

[Estimated timeframe: Q2 2012 onward]

...  marketers' agency remuneration models mirror, in many cases, existing US practices. For example:

  • Fees are the dominant method of agency compensation, globally practiced by 57% of respondents. An additional 37% of respondents utilize fees in combination with commissions.
  • Although many marketers use traditional media commissions in combination with fees, no respondents to this survey indicated that they use only traditional commissions to compensate their global agencies.
  • New methods of compensation, like value-based remuneration, have not taken hold globally. Only 4% reported utilizing them.
  • Half of respondents now employ performance-based incentives (46% percent in the US compared with 49% globally).

Important differences emerged in the survey, however:

  • Far more global marketers employ a combination of fees and commissions than in the US (37% versus 6%). According to David Beals, president/ceo of R3:JLB, who worked with the ANA and analyzed the results of the survey, two factors contributed to this finding:

    • In markets like Japan and Brazil, commissions are still the dominant compensation practice.
    • In smaller markets, where client marketing investments are less predictable, marketing spending does not easily allow for ongoing retainer-based compensation.
  • Global marketers are considerably more likely to base incentive criteria on metrics such as media delivery, brand perception, digital delivery and copy testing, and far less likely [than in the US] to employ sales metrics as a success criterion.

Comments ANA president/ceo Bob Liodice: “With this groundbreaking survey – the first-ever conducted on a global basis – the marketing community now has a vital benchmark to track worldwide approaches and innovations in how marketers compensate their agency partners.

“Global marketers will now be better able to understand how their peers are wrestling with the challenges of compensating agencies across diverse countries, cultures and conditions.”

Read the original unabridged article here.

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

Source: ANA.Net
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5834

Tomorrow's 'Smart TV' Ads Intensify Viewer Impact

Bottom Line: US digital entertainment technology specialist Rovi Corporation has unveiled the findings from its Smart-TV advanced advertising study, indicating   a high degree of consumer involvement in the nascent interactive/responsive platform.

The research, conducted in the United Kingdom via Decipher Research, reveals that internet-connected TV owners are highly receptive to interactive advertising. The study evaluated connected TV audience segments, platform familiarity and usage, as well as advertising effectiveness and engagement, with respondents perceiving the latter to be 'contextual and engaging'. Even allowing for a partisan interpretation of the study's findings, the data is ...

[Estimated timeframe: Q2 2012 onward]

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

Source: RoviCorp.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5827

Digital Adspend to Hit $100bn in 2012, WPP Media Mavens Foresee

Bottom Line: WPP's media holding company GroupM predicts digital adspending will reach $98.2bn globally in 2012, up almost 16% on 2011.

The GroupM figure for 2012 again ranks North America as world leader, estimating annual digital adspend at $38 billion, tailed by Asia-Pacific with $31.4bn, and a debt-beset Western Europe with $23bn. But the accuracy of such forecasts is rarely put to the test after the event, prompting adland cynics to cite the Prince of Denmark's wisdom: "There is nothing either good or bad, but thinking makes it so." The twenty-nation report also details ...

[Estimated timeframe: Q2 2012 onward]

... ad investment in paid search and internet display as well as providing data on broadband penetration, media time spent online and e-commerce per user data.

Additional key findings in GroupM's survey include:

  • Digital advertising’s share of total ad investment rose from 4.4% worldwide in 2004 to a projected 18.8% in 2012.
  • The average percentage of consumers’ “media time” spent online increased from 11% in 2006 to 19% in 2011.
  • The absolute number of broadband homes worldwide has nearly tripled in this period to reach 500 million, and the typical country has seen broadband penetration grow by half.
  • Aside from general monetary inflation, ad investment growth has two main vectors: aggregate audience hours, and advertising intensity per individual. Average online advertising investment per online user doubled between 2006 and 2011. For 2011, Norway had the highest per-capita online ad investment ($200) in the study’s sample.
  • E-commerce accounts for about 5% of global retail sales today, with instant-on devices, secure and simple payment, vouchering, and the optimization of retail for mobile serving as catalysts for growth.
  • Consumer tablet penetration reached double digits in only three of the survey’s countries in 2011: the US, Finland and South Korea. However, take-up is expected to be rapid and nine countries should reach double digit penetration in 2012.

The report was released today by London-based GroupM Futures Director Adam Smith and New York-based GroupM Interaction Global CEO Rob Norman.

Comments the latter: “At the risk of an ‘oh really?’ response, it’s possible to argue that - for the first time since these reports began - the last  year has been one of evolution rather than revolution.

"It seems that less is brand new and that a combination of scale of usage of an increasingly social and mobile web, the penetration of devices supported by it, and the continued atomization of audiences and content, in both their creation and distribution combine to tell the story of the year.”

Adds Norman: “In 2007 we speculated about a world that would be truly social, searchable, mobile, addressable and interactive and illuminated by data that could be collected and applied across all marketing functions; in 2012 that is no longer a matter for conjecture.” 

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

Source: Press release
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5811

US Marketers to Steer Steady Future Course, Focus on RoI

Bottom Line: In a survey of major US marketers conducted by trade body, the Association of National Marketers, more than half the respondents (52%) said they will challenge their ad agencies to reduce in-house costs.

Despite the recent improvement in America's economic outlook, major marketers continue to spend conservatively as budgets remain steadfast, reveals the sixth and latest ANA Recession Survey. Observes ANA president/ceo Bob Liodice: “It’s not just marketers who are feeling the pinch. All of our partners feel the impact of this year’s projected trends, as modest spending trends undoubtedly affect business processes throughout the supply chain.” Looking forward, Liodice declared that ...

[Estimated timeframe: Q2 2012 onward]

... “Marketers need lasting solutions that focus on efficiency. We need to view this as an opportunity to push our industry to reach the next level of innovation and evolution.” 

These are the key areas of insights for this year’s Recession Survey:

Agency Compensation

  • Only 17 percent of marketers plan to reduce agency compensation, representing the most hopeful outlook for agencies since 2008.
  • However, 52 percent of those marketers surveyed will challenge their agencies to reduce costs internally, placing pressure on agencies to share the cost-effectiveness load.

Marketing / Media Budgets & Projected Spending

  • In the coming year, marketers will continue to be conscientious in their spending, even as the economy recovers.
  • Given this cautious environment, nearly half of marketers surveyed (49 percent) said that their advertising budgets will remain the same.
  • However, a third said their budgets will decrease (34 percent).
  • The remaining group of respondents (17 percent) believe their advertising budgets will increase.
  • For those companies that plan to reduce budgets, reductions are expected to be higher than last year, with 33 percent planning to reduce marketing budgets by 11 percent or more, compared to 25 percent in 2011.

Overhead Spending Insights

  • Marketers are opting for short-term budget cuts related to overhead expenditures.
  • For example, 28 percent of marketers plan to decrease investment in professional development (eg, conferences, training) and 21 percent plan to utilize more freelancers to fill open positions – both increases from 2011.

The most popular ways marketers plan to reduce costs and expenditures:

  • Restricting departmental travel and related expenses (68 percent)
  • Reducing advertising campaign media budgets (48 percent)
  • Altering the mix of marketing channels to lower cost channels (40 percent)
  • Eliminating / delaying new projects (36 percent)

Summarises Mr Liodice: “Though the industry outlook is trending toward stability, marketers need to be careful not to simply rely on short-term answers to solve enduring budget issues."

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

Source: ANA.net
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5808

Global Marketers Plan to Shift Budgets to Emerging Markets

Bottom Line: A membership survey by the World Federation of Advertisers reveals that almost 60% of global marketers are shifting budgets to focus on new markets for growth.

Responding to the survey, nearly 95% of World Federation of Advertisers members think future growth will come from outside the US, while almost 60% are shifting budget to focus on new markets for growth. Nearly 95% think future growth will come from outside the US. Significantly, the survey found that marketing best practice is increasingly found outside the US, with more than 71% of global marketers believing that ...  


[Estimated timeframe: Q2 2012 onward]

... some of the best work is now developed in other markets.

The survey results were released as marketers from many of the world’s biggest brand owners gathered in New York on March 14 for the WFA’s Global Marketing Conference. 

The study found that global marketers still look to the US for best practice in key areas, and 43% of those questioned think they can learn a lot from what happens in America. The US stood out as the go-to market for best practice in social media strategies but in other areas of marketing a wide range of different countries have also caught the eye as centres of excellence. Among the survey's key findings are ...

  • In addition to the US, marketers cited the UK, continental Europe and Australia as beacons of excellence for integrated marketing; Korea, Japan and China attracted attention in mobile and some European markets also stood out for great creative execution.
  • However, global marketers were critical about the amount of attention paid by US marketers to what happens beyond their shores. 48.6% pay 'some attention' to what’s going on in the US while 40.5% of marketers pay 'a lot of attention'.
  • Although 75% of those questioned thought the US could learn a lot from marketers in other countries, just 11% think US marketers pay enough attention to what goes on in the rest of the world.
  • Nevertheless, the survey also found evidence of a global ideas exchange within the world’s biggest companies. Among the US ideas that have found a home beyond the border are social media strategies, shopper marketing and content strategy.
  • Likewise international ideas that have been imported to the US include integrated marketing communications, events, mobile and ROI initiatives.
  • Asked about the most impressive marketing campaigns of 2011, respondents cited Red Bull, Samsung, Apple, HP, Mini, Carlsberg and Unilever as well as the Jay Z book launch and the Durex social marketing campaign.

Noted WFA managing director Stephan Loerke: “While the US remains a beacon of best practice, notably in social media, marketers are now seeking ideas from right around the globe. Our survey results highlight the emergence of a new multi-polar world for marketers where best practice can occur in almost any market and where the smartest ideas should be imported and exported around the world.”

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

Source: WFAnet.org press release
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5794

Retailers Look to Online Marketing for Future Growth

Bottom Line: Major US retail chains are increasingly focusing their marketing efforts online, according to trade body, the National Retail Federation. By extension, it's a trend set to spread worldwide due to the global ubiquity of retail titans like WalMart, Carrefour and Tesco.

US retail chains are becoming increasingly reliant on new media in their marketing mix, with more than a third (36%) of National Retail Federation members reporting that online marketing activities now account for more than 30% of their total marketing budget - four times the number recorded in a similar NRF survey in 2010. Moreover, it's not to the exclusion of other, more traditional media with ...

[Estimated timeframe: Q1 2012 onward]

... print advertising remaining a strong focus, with 29% of those polled saying it accounted for 30% or more of their marketing spend.

According to consultancy KMPG, which carried out the survey, NRF member companies plan big investments this year in IT, websites and instore/online marketing.

The main driving force spurring the trend is customer satisfaction, with 82% of respondents naming customer service strategies as the top priority in the year ahead, up from 75% last year. It's a trend likely to gain even further momentum in 2013 and beyond.

In the light of this strategy a key factor for retailers will be the shoring-up of e-commerce lines. Accordingly they are putting their money where their mouth is!

  • After years of reigning-in IT spend, a majority of NRF members (52%) say they plan to up their IT budgets this year.
  • More than half (53%) intend to focus on web personalization engines in the coming months, which includes such enhancements as location-based services and tracking methods unique to shopping habits.
  • While 33% plan further mobile point-of-sale investments in 2012, 17% have already done so. Some 45% are actively developing widgets, gadgets or advanced links that can be incorporated with social media pages; 41% say they intend to develop these items over the next 18 months.

Comments NRF president/ceo Matthew Shay: “Though customers are always a company’s top priority, customer satisfaction will get a huge facelift this year. From increasing their brand visibility through cross-channel initiatives to providing unique, personalized shopping experiences through every channel, retailers have indicated 2012 is all about the customer.”

The survey represents the views of 247 senior retail executives.

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: https://marketingtrendtracker.com/article.aspx?id=5773

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