662 Marketing Trends found for Marketing Industry Trends / Strategic


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Madison Avenue In Turmoil as Marketers Demand Change

Trend Summary: The world’s largest marketers are taking aggressive steps to change how they buy ads.


According to the Wall Street Journal adland is currently in turmoil as marketers demand change, triggering upheaval across the ad industry. Leading the herd is P&G's Chief Brand Officer Marc Pritchard who has been pushing ...

 

[Estimated timeframe:Q1 2018]

... the digital titans to prevent ads from appearing adjacent to controversial content.

According to Mr Pritchard, P&G has slashed spending on digital advertising by more than $200m last year, after a recent push for more transparency had revealed such spending to be largely wasteful.

It's no surprise therefore that WPP PLC, the world’s largest ad agency conglomerate, earlier this week logged its worst performance since the financial crisis, posting a decline in net sales and projecting zero growth in 2018.

These developments highlight the fallout as marketers reassess their relationships with ad agencies and big tech companies like Facebook and Google.

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=7327

Amazon Set to Muscle-In On B2B eCommerce

Trend Summary: Amazon’s new Shipping With Amazon [SWA] service signals its move into to a business to consumers [B2C] format. 


Urges Ray Grady, president and chief customer officer at CloudCraze: “It’s important for businesses to own the ecommerce experience and not outsource or cede margins to Amazon. This move should serve as a call to action for B2Bs.”

 

[Estimated timeframe:Q1 2018]

According to Scott Webb, president of Avionos, a Chicago based digital services and solutions agency, B2B companies have been slower to adopt supply chain innovations because they typically work with larger products more deeply rooted in brick-and-mortar commerce.

Predicts Mr Webb: “As Amazon’s shipping expands, we’re seeing online and offline services converge in B2B and a more streamlined digital process emerge that will ultimately lead to greater efficiencies and customer satisfaction".

He adds: “We can expect this initial rollout to serve as a basis for improving the offering, with Amazon taking an iterative approach as it reaches new geographies.”

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=7326

EU Warns Social Media to Bring User Terms Into Line with EU Law

Trend Summary: Europe’s Justice Commissioner has read the Riot Act to Facebook and Twitter.


EU Justice Commissioner Vera Jourova has warned that the use of social media networks as advertising and commercial platforms means they face the same rules as ...


 

[Estimated timeframe:Q1 2018]

... offline service providers.

Says Ms Jourova: “EU consumer rules should be respected and if companies don’t comply, they should face sanctions.

However, she concedes that “Some companies are now making their platforms safer for consumers; however, it is unacceptable that this is still not complete and it is taking so much time.”

Facebook, however, claims that it has worked with EU authorities to make changes to its terms and to ensure greater transparency. It said further updates of the terms were planned later this year.

“We have long had tools in place to inform people about content removals and intend to expand these tools later this year,” claims a Facebook spokeswoman.

Read the original unabridged Reuters.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: Reuters.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7320

Marketers Urged to make Data a Key Part of their Strategy.

Trend Summary: With the General Data Protection Regulation [GDPR] looming, marketers must make data a key part of their strategy.


According to Colin Grieves, managing director of Experian Digital Marketing and Media Services, businesses will need to strive for a ...

[Estimated timeframe:Q1 2018]

... customer and compliance led data strategy as Europe gets ready for the biggest change in two decades to data protection rules.

Marketers have until May 25th this year to ready themselves for GDPR. Specifically to consider how they will use an individual’s data as well as restrictions in transmitting data within a global remit.

Read the original unabridged The Drum.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: The Drum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7311

Major Companies Worldwide Have Yet to Exploit Machine Learning

Trend Summary: Five vectors of progress are making it easier, faster, and cheaper to deploy machine learning.


Though nearly every industry is finding applications for machine learning—the artificial intelligence technology that feeds on data to automatically discover patterns and anomalies and make predictions—most companies are not yet ...

[Estimated timeframe:Q1 2018]

... taking advantage of the oppportunities.

Machine learning is one of the most powerful and versatile information technologies available today, however most companies have not yet begun to put it to use.

One recent survey of 3,100 executives in small, medium, and large companies across seventeen nations countries found that fewer than 10% were investing in machine learning.

According to the survey, a number of factors are restraining the adoption of machine learning. Specifically: Qualified practitioners are in short supply while tools and frameworks for doing machine learning work are immature and still evolving.

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=7310

Digital Video Viewing Worldwide Continues to Rise

Trend Summary: Digital video viewing continues to rise.


This year 1.87 billion people across the globe will watch digital video via mobile phone at least once per monthly and up 11.9% over 2017. These individuals will represent  ... 

[Estimated timeframe:Q1 2018]

... more than three-quarters (78.4%) of all digital video viewers.

Digital video viewing continues to rise, driven by social networks and over-the-top streaming options such as YouTube and chat apps, according to eMarketer’s first Global Digital Video Viewers report.

According to the study, which examined digital video viewership across the world, 78.4% of digital video viewers will stream content on a mobile device this year. Across all devices, including connected TV sets, connected TV devices, phones and computers, some 2.38 billion people will watch streamed or downloaded video content.

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=7309

"Forget Us" British Consumers Tell Marketers

Trend Summary: More than one third of UK consumers say they want to be forgotten by marketers.


The looming EU Data Protection Act [GDPR], which comes into force later this year, is primarily intended to protect European marketers and manufacturers from GDPR fines as of  ...

[Estimated timeframe:Q1 2018]

... May 25, 2018.

Here’s a clue: Acccording to a study conducted by by UK media agency the7stars,34% of British consumers say they want to be forgotten by marketers.

To all intents and purposes, the study suggests that more than one third of the UK marketplace is likely to opt out.

However, it remains to be seen whether such an exodus will actually take place and, arguably more importantly, whether American shoppers will follow suit.

The good news is that 32% of consumers say they will trust brands more with their data, thanks to GDPR.

Moreover, 40% of those in the 18-24 age category feel likewise.

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=7316

Facebook Soothes Jittery Investors Over Dip in Usage

Trend Summary: Despite a dip in usage, Facebook insists that its digital ad business will remain highly profitable. 


The company's earnings report claims that that it's quarterly revenue jumped 47% from a year earlier, while executives said in a conference call that they saw more chances to make money even if ...

[Estimated timeframe:Q1 2018]

...  people spend less time on Facebook.

Analysts have recently been pondering the resilience of the world’s largest social media network, which is currently making changes to its products to in a bid to deter foreign influence campaigns, such as one that claiming Russia recently carried out.

However, Facebook executives expressed optimism on the call, with analysts saying the changes they were making in response to criticism would be healthy for the business in the long term and might not even hurt much in the short term.

Read the original unabridged Reuters.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: Reuters.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7308

Creative Agencies Will Lead Media Strategy in 2018

Trend Summary: Creative Ad agencies will lead media strategy in 2018.


According to an article in today's Advertising Age, CMOs have two primary concerns when it comes to media: value and impact. Moreover these concerns ... 

 

[Estimated timeframe:Q1 2018]

... need to come at the right cost and deliver the required results. 

Historically, there's been a line in the sand between media and creative - distinct pieces of the marketing mix that address CMO's concerns.

Media agencies had the buying power to command better prices and the infrastructure to execute. On the other hand creative agencies knew how to make the content that determined if media actually succeeded at making an impact.

On one hand, the diverse media landscape and resultant battle for consumer attention has made integrated thinking tantamount in importance.

On the other,hand the rising tide of programmatic buying technology has made the planning, buying and optimisation of media increasingly data-driven and operational in nature.

This conflict is why, in 2018, we'll see a new dividing line with media strategy and creative on one side, and media execution on the other.

Read the original unabridged Adage.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=7301

Amazon On Course to Become An Advertising Powerhouse

Trend Summary: Marketers mull future ownership of the Marketing Cloud


Many marketers believe that the trillion dollar Marketing Cloud arena will be dominated by whoever controls the most and best consumer data, combined with the most and best opportunities to connect that data with ... 

[Estimated timeframe:Q1 2018]

... massively scaled touchpoints.

Major multinationals - among them Amazon - already have masses of consumer data and the opportunity to capture value from that data in the targeting, measurement and optimisation of all forms of commercial communication.

This will range from from email, digital banners, digital video and TV ads to e-commerce personalization, snail mail and telemarketing.

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=7293



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