554 Marketing Trends found for Marketing Industry Trends / Tactical


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AI Increasingly Used to Leverage TV Audiences

Trend Summary: Although TV still reigns supreme, digital video now plays a similar role in audience engagement.


Multiple studies have shown that advertising geared toward stimulating an emotional response is significantly more effective than value-driven advertising, which is why many brand marketers have become ...

[Estimated timeframe:Q3 2017]

... almost religious about creating video content that moves people to smile, laugh, cry or be surprised.

This is obviously where the art of advertising is alive and thriving: talented creative directors need not fear being replaced by AI at any time soon. However the science of emotional advertising is also emerging. Brand marketers and agencies that take this seriously are using AI technology to measure the emotional effectiveness of their creative efforts.

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=7252

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

Microsoft to Digitally Transform Sales and Marketing Via AI

Trend Summary:  Microsoft unveiled a major sales and marketing reorganisation this week, aimed at increasing AI and cloud-based business.


According to a report from multinational financial software, data, and media company Bloomberg, the IT titan will split commercial sales into ...

[Estimated timeframe:Q3 2017]

... two segments.

The primary segment will target the Redmond Washington headquartered company's largest customers, whilst the secondary segment is to train it's sights on small to medium companies, wooing both commercial and consumer audiences.

The strategy, however, is likely to impact adversely on Microsoft’s sales and marketing employees which currently number circa 50,000.  Thousands of layoffs are expected.

Read the original unabridged Chiefmarketer.com 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: Chiefmarketer.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7240

SMS Marketing Set To Soar

Trend Summary: According to a recent survey, 70% of respondents believe SMS marketing is an effective way to gain attention.


The survey, conducted by international trade body The Wireless Association, claims that 70% of respondents believe SMS marketing to be an ...

[Estimated timeframe:Q3 2017]

... effective way for an organisation to gain people's attention.

According to research by The Wireless Association, the open rate of text promotions and offers is a massive 98%, whereas the open rate of emails is a mere 22%!

Short Message Service [SMS] marketing s a technique that uses permission-based text messaging to spread promotional messages.

Moreover, claims The Wireless Association, while email communication is a one-way street, people can actually reply to an SMS promotion and engage with the brand via two-way SMS dialogue.

By opening the doors of conversation between brand and consumer, and creating customer engagement, marketers ultimately create a stronger relationship and build brand trust.

Read the original unabridged TalkBusiness.co.uk 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: Talk-business.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7232

Uncertainty Drives UK Marketers Into Short Term Spending Strategy

Trend Summary: UK marketers lean towards short-term spending strategy.


Uncertain economic conditions in the UK are driving marketers to shift budgets into activation and digital advertising according to the  latest ...

[Estimated timeframe:Q3 2017]

...  Bellwether Report released today by UK advertising body, the Institute of Practitioners in Advertising [IPA].

The report for Q2 2017 is based on data drawn from a panel of three hundred UK marketing professionals, revealing that UK marketers have upwardly revised their internet budgets to the greatest extent since Q3 2007.

The increase in internet budgets fuelled growth in overall marketing budgets, which registered a net balance of +13.1% in Q2, compared to +11.8% in Q1.

Main media advertising also grew, although to a slightly softer degree than in the preceding quarter (net balance: +9.8%, down from +10.7%), as did PR (+2.1%) and events (+2.1%).

Other areas saw reduction, most notably sales promotions, which recorded a net balance of -10.7%, down on the previous quarter’s +1.2%. Reductions in budgets occurred in market research (-6.2%), direct marketing (-4.7%) and ‘other’ (-2.6%).

According to Paul Bainsfair, Director General of the IPA: “The election result has thrown further uncertainty into an already volatile environment".

“Specifically for marketers this has meant a desire, where possible, to seek out more activation-driven advertising. As evidenced strongly in this latest Bellwether Report, this has resulted in a further move towards advertising in the digital space.”

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=7230

Digital Imaturity Is Stumbling Block For B2B Marketers

Trend Summary: B2B marketers cite lack of 'digital maturity' as a stumbling block to growth and success. 


According to recent data from eMarketer and MIT Sloan Management Review, many B2B marketers and managers realise that there are steps their organisations must  take in order to ...

[Estimated timeframe:Q3 2017]

... increase their company’s digital maturity.

Despite this realisation nearly 40% of marketers agree that their company needs to improve digital strategy and innovation.

Moreover, 23% of the survey sample said their organisation needs to develop better recruitment strategies, as well as managing and developing their progress.

A further 13% said their company needs to better develop and deploy digital capabilities, such as cloud and analytics.

Despite these hurdles, most marketers agreed that a digital transformation is necessary not only to remain competitive, but also to keep pace with disruptive technologies and evolve with shifting consumer expectations.

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=7229

Shoppable Ads Set to Become Marketing's Next 'Big Thing'

Trend Summary: Shoppable ads are on course to become the next big thing in influencer marketing.


So called 'Shoppable Ads' have soared in popularity over the past year, turning social media users into shoppers and enhancing the click-to-buy platform. Not only do these new features offer marketers the opportunity to ...

[Estimated timeframe:Q2 2017]

...  enhance their targeting beyond gender, age, and location, they also enable brands to run direct response campaigns with measurable results versus brand awareness promotions.

These ads act as 'call to action' buttons within users feeds, giving marketers and brands a more direct method to target users within an application.

Moreover recent research from Bloglovin found that 63% of marketers have increased their budgets for influencer marketing campaigns this year, hiking the demand for shoppable ads to even greater heights.

Currently, these ads are only available to brands, but as past trends show, it is likely that they will soon be available to influencers taking part in brand campaigns, as well, changing the growth, results and accountability of these operations.

Read the original unabridged AdWeek.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: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7216

Microsoft Declares War on Malware Via Advanced AI

Trend Summary: Microsoft's next big Windows 10 update will feature AI-powered malware defenses.


In the last two months we've seen a pair of massive malware outbreaks that compromised computers around the globe. In May it was WannaCry. This week, the Petya ransomware has been ...

[Estimated timeframe:Q2 2017]

... ravaging marketers systems. 

Which is why Microsoft's next big Windows 10 update will feature AI-powered malware defenses.

It's the next big evolution of Windows Defender, which has come a long, long way since it first started taking shape back in 2004.

In 2017, however, an anti-malware app can't get by on definition updates alone.

These days security software needs to be smarter. It needs to be able to watch what your computer is doing, to gather and interpret clues, and to use that information to determine when something malicious is going on and intervene before something disastrous happens.

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=7213

Ad Tech Embraces Blockchain For Data Security

Trend Summary: US advertising and publishing executives have met to discuss blockchain technology and if it can bring increased transparency and data security to the ad tech supply chain.


The first meeting of the AdLedger Consortium – whose members include IBM, MadHive, Integral Ad Science and TEGNA – was held in New York yesterday. According to IBM's iX Executive Partner of Global Marketing Babs Rangaiah: "We at IBM believe that blockchain will do for transactions what the internet did for ...

[Estimated timeframe:Q2 2017]

... communications.

Added Mr Rangaiah: "We are particularly interested in blockchain's potential to solve many of the issues facing programmatic buying today."

By design, blockchains are inherently resistant to modification of the data. Once recorded, the data in any given block cannot be altered retroactively without the alteration of all subsequent blocks and the collusion of the network. Functionally, a blockchain can serve as "an open, distributed ledger that can record transactions between two parties efficiently and in a verifiable and permanent way. The ledger itself can also be programmed to trigger transactions automatically."

A blockchain is typically managed by a peer-to-peer network collectively adhering to a protocol for validating new blocks. By design, blockchains are inherently resistant to modification of the data. Once recorded, the data in any given block cannot be altered retroactively without the alteration of all subsequent blocks and the collusion of the network

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=7210

US Data & Marketing Association Create First-Ever US Cross-Industry Coalition

Trend Summary:  US Data & Marketing Association to create first-ever cross-industry coalition.


America's Data & Marketing Association [DMA] has announced the formation of the Structured Innovation Identity Council with a remit to ...

[Estimated timeframe:Q2 2017]

... address the growing challenge of cross-channel identity and attribution in marketing.

The program brings together top level marketers, agents and data professionals across the full spectrum of the advertising ecosystem in a bid to address common issues related to measuring and tracking consumer behavior and interaction.

Addressing the Identity Council’s kick-off workshop Jacob Ciesielski, Vice President of Data Technology Solutions at FCB/SIX said: “We are now at a point where technology has surpassed our expectations as marketers.”

According to Mr Ciesielski, “Marketers are trying to leverage everything that is available to connect identities across platforms, create seamless user experiences, and personalize experiences.”

As mobile device usage continues to increase and consumer attention fragments from screen to screen, tracking the customer journey, online and off, is considered to be one of the biggest challenges of our time.

The DMA’s Identity Council bridges the gap by bringing diverse companies together to produce solutions that they may not have been able to develop themselves.

Read the original unabridged DMA 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: DMA.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7209



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