542 Marketing Trends found for Marketing Industry Trends / Tactical


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Facebook To Reveal Ambitious New Hardware Group

Trend Summary: Facebook’s secretive and ambitious hardware group is preparing for its debut next month.


The all-star roster of tech veterans that Facebook began assembling one year ago is quietly making progress, steadily expanding its ranks and ...

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... the hardware prototypes under development.

According to Business Insider, the group, known as Building 8, currently has four simultaneous projects underway, including everything from cameras and augmented reality to science fiction-like brain scanning technology.  

Moreover, Facebook is already thinking about the coming-out party for its impending family of gadgets, laying the groundwork to drum up interest and sell the new products when the time is right.

However, Building 8 has yet to unveil any of its products, although insiders say that the hardware group is expected to play a key role in Facebook’s developer conference next month, expanding upon CEO Mark Zuckerberg's ten-year vision for the company, revealed at last year's event.

Read the original unabridged Yahoo.com article.

[Estimated timeframe:Q1 2017]

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

Source: Yahoo.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7130

UK AdTech Firm Launches AI-Powered S-to-S Header Bidding in USA

Trend Summary:  Ad-Tech Firm launches AI-Powered Server-to-Server Header Bidding technology to the USA.


UK-based artificial intelligence [AI]-based native in-feed advertising platform, has launched Adyoulike a new server-to-server [S2S] header bidding solution in the USA, its point of differentiation being that it ...

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... incorporates IBM Watson's AI-powered semantic targeting.  

The new tool aims to ensure that native ads are placed in contextually relevant places online.

Using IBM's  predictive data visualisation & analytics tool Watson, Adyoulike is capable of scanning millions of pages of content (50 million new pages per month.

According to Adulike's Francis Turner, recently appointed as the firm's general manager and chief revenue officer for the USA: “What Watson garners from these pages goes far beyond what is possible with just keyword and/or data targeting".

For example, instead of targeting specific words such as “lipstick,” Watson enables Adyoulike to include more complex semantics and sentiments such as “this page is talking positively about on-trend lipsticks for summer, plus emotions such as anger, disgust, fear, joy, or sadness.”

Adulike can also target publisher websites matching the Interactive Advertising Bureau category.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 2017]

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=7127

Average Tenure of CMOs Continues To Decline

Trend Summary: The average tenure of Chief Marketing Officers in US companies continues to decline.


According to US executive search and leadership consulting firm Spencer Stuart, the average tenure for chief marketing officers working for the nation's biggest brands has fallen for the ...

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... second year in a row, new research from Spencer Stuart reports.

The higher turnover rate is driven, in part, by the tough business conditions that many industries are experiencing, from retailers to consumer-goods companies - sectors that have seen profits slide as consumer shopping and eating habits change.

Posing a rhetorical question, Spencer Stuart consultant Greg Welch asks: "If you are the CEO and you tried a game plan and it’s not working, what do you do?,”

“You change the playbook and change the players.”

CMO job security pales in comparison to others in the C-Suite. CEO tenure was 7.2 years among the S&P 500 in 2016 while CFO tenure was 5.7 years among the Fortune 500, according to Spencer Stuart. The firm uses a different methodology to track the tenure of CMOs.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q1 2017]

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=7126

Marketers Increasingly Conduct Consumer Conversation Via Bots and AI

Trend Summary: AI and bots are changing the consumer conversation, brand marketers claim. 


Artificial intelligence and bots are still in the early stages of development, although for a group of brand representatives attending the annual South by Southwest [SXSW] interactive media event in Austin Texas, utilising AI technologies is simply about ...

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... being where their customers are.

Which in turn increasingly involves being in their homes and on their cellphones.

In a panel at SXSW titled Talk to the Brand: AI, Bots and Conversational Marketing, the discussion centred around pushing forward new bots and gauging the response to the technologies by their consumers.

Moderator Fred Schonenberg, founder of VentureFuel, first asked if we really needed bots in our lives, and the response from the panel was a resounding ‘yes’.

According to  Sam Olstein, global director of innovation for GE Corporation: “There’s absolutely a purpose for a bot in our lives. A good bot does one thing really well, and that’s it. If it can crush it, that’s key,” he said.

Read the original unabridged The Drum.com article.

[Estimated timeframe:Q1 2017]

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=7120

Amazon's New Video Ads Invade Ad Agency Territory

Trend Summary: With atypical modesty IT titan Amazon invaded adland last weekend with its incursion into Video advertising.


Hurling down its gauntlet at the feet of traditional ad agencies, Jeff Bezoz's latest moneymaking wheeze enables marketers to run an autoplay feature in videos whilst online shoppers browse ...

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... the Amazon platform via desktop PCs, tablets and smartphones.

The ads are muted by default. With a single click, site visitors can choose to view the ads in full-screen mode whist also listening to them. 

Amazon's engineers developed the video ads to follow standards laid down by America's Media Rating Council and the Interactive Advertising Bureau.

Adherence to these standards mean that at least 50% of any advertisement must remain in view for two consecutive seconds. The autoplay feature starts only when the ad is in view, and it automatically pauses when the ad goes out of view.

Amazon's video ads are also on offer in a variety of countries beyond the United States, among them Canada, the UK, France, Italy, Japan, Germany and Spain.
 

Read the original unabridged Mediapost.com article.

[Estimated timeframe:Q1 2017]

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=7119

P&G Marketing Boss Urges Marketers to 'Dig In' on Media Issues

Trend Summary: P&G Marketing chief urges CMOs to 'Dig In' on media issues.


Addressing the Association of National Advertisers Media Conference last week, Procter & Gamble's Chief Brand Officer Mark Pritchard got tough on ...

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... media-agency contracts and digital audience measurement.

Mr Pritchard said not much had happened on those issues until he took personal responsibility for understanding things, even reading the Media Rating Council's viewability standard, which he jokingly called "riveting."

Pritchard said he had listened intently at ANA board meetings for years, "and understood about a tenth of it." "Then I would go back and delegate to someone".

On ad agency contracts he'd hear from his people: "We looked into it. There's no problem". Then I'd say: 'We need to get verification on this viewability.' And they'd say, 'We're best in class.' Over time it started to strike me that maybe there's something not quite right."

Advises Mr Pritchard: On such issues as programmatic media buying CMOs should "dig in. Go understand every step".

Read the original unabridged Adage.com article

[Estimated timeframe:Q1 2017]

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=7117

IT Titans Join Forces to Offer Supercharged Marketing Cloud

Trend Summary: Tech titans team up to create a supercharged Marketing Cloud.


 IBM and US cloud computing giant Salesforce.com have joined forces to combine their respective data sources and predictive capabilities to offer the latter’s customers a ...

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...super-charged marketing cloud.

Both companies already provide so-called "marketing clouds", although Salesforce’s offering leans more directly toward brands’ customer relationship management needs (ie email, lead-generation and ad targeting) while IBM has gained notable recognition for Watson, its cognitive artificial intelligence system. 

Salesforce has an AI program of its own, dubbed Einstein

According to Salesforce's chairman and Ceo Marc Benioff: "The combination of Einstein and Watson will make businesses smarter and our customers more successful."

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q1 2017]

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=7116

Significant Shift of Media Buying from Ad Agencies to In-House

Trend Summary: Many of the world’s largest advertisers have moved their media-buying in-house thanks to programmatic technology.


Describing the analysis as a “recent check with industry contacts,” Pivotal Research Group analyst Brian Wieser today published a report to shareholders, noting that fifteen of ...

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... the world's top two hundred advertisers have shifted media-buying away from their ad agencies and brought it in-house thanks to their new-found ability to buy media programmatically.

According to Wieser, his analysis is based on a "recent check with industry contacts". He also notes that "fifteen of the top two hundred advertisers have taken media-buying away from their ad agencies and brought it in-house because of their ability to buy it programmatically". 

He also explained that in-house media buying exists along a continuum, with a range of responsibilities divided between marketer and agency.

Read the original unabridged Mediapost.com article.

[Estimated timeframe:Q1 2017]

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=7114

CPG Marketers Now Spend More on Digital Than Traditional Ads

Trend Summary: Packaged-goods marketers now spend more on digital than all forms of traditional advertising combined.


A new online study of 600 brand marketers, retailers and shoppers by Cadent Consulting Group, a spinoff from WPP's Kantar Retail, reveals that the latter two groups give digital lower marks for effectiveness than ...

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... any other marketing option.

According to Cadent this trend could cap growth in years ahead.

The survey also notes that shopper marketing, long one of the hottest areas of Consumer Packaged Goods [CPG] spending, has not only reached a plateau but also started to decline as a share of marketers budgets.

However, trade promotion remains one of the industry's biggest marketing line items, accounting for 46.2% of spending, according to a study of circa one hundred manufacturers.

Nonetheless the latter figure is down from more than 49% in 2012, with some marketers projecting that they will cut it further to around 43% in 2017.

Overall, Cadent reports that the CPG industry spends around $225bn on marketing, including in its mix spending on trade and consumer promotions.

Read the original unabridged AdAge.com article.

[Estimated timeframe:Q1 2017]

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=7106

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  ...

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... 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.

[Estimated timeframe:Q1 2017]

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



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