661 Marketing Trends found for Marketing Industry Trends / Strategic


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US Ad Agencies Marginalised As Programmatic Marketers Go In-House

Trend Summary: In-House programmatic buying more than doubles while ad agencies are becoming marginalised.


A recent report from the US Association of National Advertisers reveals that the percentage of ANA members who have brought programmatic buying in-house  has more than doubled, reducing the role of their advertising agenciesd according to a ...

[Estimated timeframe:Q4 2017]

...  topline finding of the 2017 edition of The State of Programmatic Media Buying” released by the ANA.

The report, which is based on an extensive survey conducted by the ANA last June and July, found that 35% of marketing executives have brought programmatic media-buying in-house and have reduced their agencies’ role - a number that's increased significantly from only 14% a year ago.

Based on the respondents' perceptions of its performance, the in-house trend could well continue. Fifty percent  said they were either satisfied or very satisfied with their programmatic media-buying performance, while more than a third (36%) were “neutral.”

Only 3% said they were not satisfied, while 10% said they weren’t sure.

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=7288

DIGITAL ROI CATCHES UP WITH SOARING DIGITAL ADSPEND

Trend Summary: the effectiveness of internet advertising has now caught up with digital adspend.


The latest research from ROI agency Zenith Optimedia reveals that advertisers are increasingly feeling the pressure from digital ...

[Estimated timeframe:Q4 2017]

... transformation.

Moreover, the effectiveness of internet advertising has now caught up with digital adspend.  

Zenith expects internet advertising’s share of global adspend to continue to rise, reaching 40% in
2018 and 44% in 2020.

The overall value of advertising worldwide will rise from $203bn in 2017 to $225bn in 2020.

Zenith also predicts that the share of advertising expenditure allocated to internet advertising will vary widely across the
world.

In the most advanced markets [Sweden and the UK] internet advertising will account for more than 60%
of total expenditure next year, and will account for between 50% and 60% in another six advertising markets -specifically Australia, Canada, China, Denmark, Norway and Taiwan.

Read the original unabridged ZenithOptimedia Report.


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

Source: Zenith Optimedia
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7283

MARKETERS URGED TO REORGANISE AND ADAPT TO TECHNOLOGY

Trend Summary: Earning the trust of dwindling numbers of the younger generation online has become increasingly difficult. 


A report released today by ChiefMarketer.com reveals that brand awareness has become increasingly important, requiring established companies to ...

[Estimated timeframe:Q4 2017]

... reinvent themselves.

Instead of planning broad, individual, successively scheduled campaigns, many marketers are instead launching multiple campaigns specifically targeted at micro-target groups continuously run in parallel.

Instead of mass communication, personalisation has becom common, replacing slogans and stories.

Likewise, instead of broadcasting marketing content mainly in advertising slots and commercials, regardless of whether it interests the audience or not [paid advertising],  the ultimate challenge today is to deliver content that is interesting enough to be shared between friends [earned advertising]. 

Content marketing is a key discipline in today’s digital marketing. To master all of these challenges, marketing needs to reorganise itself. Specifically it needs technology, organisation, oversight and control systems.

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: WWW.chiefmarketer.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7281

Technology Ushers In a New Distributive Economy

Trend Summary: Technology ushers in a new distributive economy.


According to Where is Technology Taking the Economy?, an article in McKinsey Quarterly by W. Brian Arthur, intelligence is no longer just housed in the brains of human workers, but emerging through the constant ...

[Estimated timeframe:Q4 2017]

... interactions among machines, software and processes. 

Posits Mr Arthur: As machines start to exhibit associative intelligence, something we thought only humans could do, current economic rules may no longer apply.

"We’re at the very start of this new distributive economy era", adds Mr. Arthur. “Everything from trade policies to government projects to commercial regulations will in the future be evaluated by distribution.”

According to Mr. Arthur, the digital revolution has morphed through three distinct eras over the past several decades.

The first era, in the 1970s and 1980s brought us Moore’s law and the dramatic advances in semiconductor technologies.

From mainframe and supercomputers to PCs and workstation, IT was now being used in a wide variety of applications, from financial services and oil exploration, to computer-aided design and office systems. “The economy for the first time had serious computational assistance.”

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=7271

Two-Thirds Of Global Display Ads Will Be Traded Programmatically by 2019

Trend Summary:  Two-thirds of the world’s digital display advertising, worth $84.9bn will be traded programmatically by 2019. 


According to the Programmatic Marketing Forecast, the latest report from Publicis Group subsidiary Zenith, programmatic ad sales across the world are growing at an ...

[Estimated timeframe:Q4 2017]

... annual average rate of 21% per year. Zenith's estimate for 2017 is $57.5bn. 

Says Jonathan Barnard, head of forecasting and director of global intelligence at Zenith: "Advertisers need to understand that it won’t be long before digital display is 100% programmatic -- and that some of what we consider ‘traditional media’ will follow fairly shortly". 

Moreover, according to Mr Barnard: "The USA is driving this growth, increasing its percentage of display that will be traded programmatically this year from 78% to 83.6% in 2019, above the global average".

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=7269

Ad Budgets In Peril, Marketers Urged to Adopt AI Now

Trend Summary: Marketers are urged to embrace AI nowas a matter of urgency.


The bewiskered adland adage: "Half the money we spend on marketing is wasted—we just don’t know which half" is as true today as it ever was if the latest forecasts from ...

[Estimated timeframe:Q4 2017]

... Forrester and Gartner for 2018 are accurate.

According to Oracle's Reggie Bradford, this kind of waste is not going unnoticed. Ad budgets are in peril whilst Forrester concludes “ad spend will be flat in 2018 and cause a painful correction in the agency and adtech markets.”

Moreover, IT research and advisory firm Gartner agrees that marketing budget growth has stalled, and recommends that execs proactively prepare for budget cuts. It appears we are in for a year of reckoning.

Bradford also warns that 2018 will be the year that another seismic force begins to take hold and transform marketing and advertising.

Artificial intelligence (AI) is coming, in every field and in every business, like it or not. Its effects in marketing, if understood and harnessed correctly, will be game-changing.

Read the original unabridged Forbes.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: Forbes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7266

Firms Unprepared for Cyber Attacks Warns PricewaterhouseCoopers

Trend Summary: Despite blaring headlines about cyber attacks, many companies remain unprepared to cope with one.


According to The Global State Of Security Survey, a study by PricewaterhouseCoopers [PwC] of 9,500 executives surveyed in 122 nations, 44% report that ...

[Estimated timeframe:Q3 2017]

... their firms have failed to create an overall security strategy.

In addition, 54% lack an incident-response process and 48% have no employee awareness training program. What’s more, only 39% are “very confident” in their cyber attack attribution capabilities.  

Despite this relaxed situation, executives seem to grasp the dangers, especially with regard to attacks that would hit their advanced technologies.


Asked to predict the impact of an attack against their automation and robotics systems, 40% of survey respondents cite disruption of operations and 39% cite the loss of company or sensitive data, presumably including customer information.

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=7255

UK Brands Lag World On Tech Innovation

Trend Summary:  A new ranking of the UK’s top fifty most valuable brands excludes any tech businesses.


According to UK based promotional products company BrandZ, the above trend is skewed toward telecoms, finance and utilities companies - a factor that is affecting ...

[Estimated timeframe:Q3 2017]

... the overall health of UK brands. 

BrandZ's latest ranking shows that 69% of the UK’s top fifty companies are in these three categories, compared to just 23% of the global top 50.

The remaining 31% fall into the ‘other’ category, similar to the global figure of 30%. There is then a yawning gap when it comes to technology, with 47% of the global elite in this category but none of the UK top 50.

Moreover, when measured on BrandZ’s five metrics of brand health – purpose, innovation, communications, brand experience and love – only 22% of the UK’s top fifty brands merited the ‘healthy’ tag. Most were simply ‘OK’ (64%) and a minority ‘frail’ (12%).

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=7254

Major Retailers Prepare For AI and Voice Search

Trend Summary: Forward-looking US retailers are preparing for AI, Hyper-Local and voice search.


With more advanced voice, visual, and hyper-local search on the horizon, there's no doubt that implementing artificial intelligence [AI] in meaningful ways can give marketers a competitive advantage - despite all we hear about ...

[Estimated timeframe:Q3 2017]

... the benefits of AI, putting it to work in a retail business can seem daunting.

According to Kevin Bobowski, SVP of Marketing at SEO and content marketing platform BrightEdge, more than 60% of searches now start from a mobile device.

As a result there's not a digital marketer around who isn’t busy optimising for mobile. However, in the scramble to ensure mobile is optimised, voice and AI all too often get pushed to the back of the queue.

Predicts Mr Bobowski: "Voice search is going to be a game-changer because it will help retailers and search engines understand the real intent of the customer search".

Read the original unabridged Forbes.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: Forbes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7248

Media M&A Deals Remain Steady In Q2 2017

Trend Summary: Second-quarter media merger and acquisition deals in the USA continue at a strong pace.


London-based professional services firm PricewaterhouseCoopers reports that there were 232 media deals in Q2 2017, with circa $18.8bn in announced deals overall, higher than all quarterly ... 

 

[Estimated timeframe:Q3 2017]

... professional services network periods over the last two years bar one.

In Q1 2017 there were 255 deals totaling $10.4bn, whereas in Q2 2016 there were 192 deals with a total value of $48.9bn, compared with Q2 2015 with 225 deals totaling $75.9bn.

In the the second quarter of 2017, there were five deals of more than $1bn. The largest - Sinclair Broadcast Group - announced the purchase of Tribune Media for $3.8bn. Sinclair's stated aim is to create an even bigger leader when it comes to the number of TV stations owned by one company.

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=7241



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