553 Marketing Trends found for Marketing Industry Trends / Tactical


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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  ...

[Estimated timeframe:Q1 2017]

... 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.


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

Microsoft Woos Marketers With 'Teams' Chat-Based Workspace

Trend Summary: Microsoft puts 'Teams' chat-based workspace inside Office 365.


Can Microsoft play catch-up in the collaboration space with it's latest baby Teams? Given that the IT titan currently boasts 85 million commercial users of Office 365 the answer is a resounding ...

[Estimated timeframe:Q1 2017]

... YES! 

According to Forbes.com writer Adrian Bridgwater, collaboration is becoming more complex, more connected and (some might argue) more convoluted.

Moreover, says Bridgewater, collaboration is definitely also becoming more custom-tuned and 'composable'.

"Where we used to use meetings or perhaps even phone calls (remember phone calls?) and emails to organise group events and work, we now use software-based tools to co-ordinate tasks by department, by employee and by project".

Posits Bridgewater: "This new way of workflow-driven working is reflected in what Microsoft is doing with Office 365. As we know, Office used to be a CD-ROM, a piece of software, a suite of applications (Word, Excel, etc). But a couple of years ago Microsoft started describing Office as a complete platform in its own right i.e substantial enough to build other smaller applications to function on top.

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=7104

B2B Companies To Increase Adspend Budgets In 2017

Trend Summary: Despite an increased focus on storytelling and content marketing, a significant number of B2B companies intend to increase their ad budgets.


A recent survey by Boston Massachusetts headquartered brand strategy consultancy Spencer Brenneman found that 81.3% of B2B companies expect to invest more in branding efforts in 2017, with expected increases of ...

[Estimated timeframe:Q1 2017]

... up to 20%.

According to UK ad trade website The Drum, companies that have boosted their branding expenditure over the last five years have seen improved sales and landed more customers.

Moreover, Britain's advertising agency trade body, the Institute of Practitioners in Advertising, reports that marketing budgets overall continue to increase despite concerns over Brexit.

In the coming five years, 81.3% of B2B companies expect to invest more in their brand strategies, with an anticipated increase of up to 20% in 2017.

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=7098

Facebook and Apple In Virtual Reality Slug-Out

Trend Summary: Titans battle for virtual/augmented reality [VR/AR], one of the most promising transformative trends on the marketing horizon.


VR/AR first hit the marketing headlines back in 2014 when Facebook acquired Oculus for $2bn. Fast forwarding to last week, Facebook lost a lawsuit filed by ZeniMax relating to ...

[Estimated timeframe:Q1 2017]

... the acquisition.

ZeniMax alleged that Facebook/Oculus had stolen its trade secrets and the jury awarded the plaintiff $500m, causing Facebook's Zuckerberg to wail all the way to the bank as ZeniMax was seeking $6 billion.

Despite these shenannigans of corporate greed, Zuckerberg is still lusting after VR/AR supremacy, convinced that VR will be the next major computing platform with the potential to become a paradigm shift.

Meantime Apple.inc remains on the sidelines ready to leap into the VR scene if and when dollar attrition decimates the battle of the VR titans.

Read the original unabridged Foxbusiness.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: Foxbusiness.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7093

2017 Will Herald the Era of Native Mobile Advertising

Trend Summary: 2017 is predicted to be the tipping point for Native Mobile Advertising.


According to sales intelligence company MediaRadar, publishers see an average renewal rate of 33% for native ad products when campaigns run for less than six months. News outlets like the Wall Street Journal, however, experience ...

[Estimated timeframe:Q1 2017]

... renewal rates of 72%.

Brands that want to run a successful native ad campaign might have to pay as much as $450,000 for a six-month run.

However, that might be a bargain, as marketers willing to cough up the dollars are happy to achieve a return rate significantly higher than the industry norm.

News outlets like the Wall Street Journal, for example, see renewal rates of 72%.

The key difference, MediaRadar says, is the length of the campaigns.

According to Media Radar's Ceo Todd Krizelman: "One of the things the successful publishers all have in common is the duration of the campaign."

"What we observed is in that time period of six months, the publisher has more time to course correct," notes Krizelman, adding that "in the grand scheme of things, native is still in the early days, so this concept of how you execute your best practices isn't protected."

Read the original unabridged Ad Age.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=7089

US Mobile Adspend Predicted to Double By 2021

Trend Summary: Annual mobile ad spending in the USA will reach $72 billion by 2021.


A new forecast from US media and telecommunications financial consulting firm BIA/Kelsey predicts that by 2021 spending on mobile media in the USA will have increased by ..

[Estimated timeframe:Q1 2017]

... 17% compound annual growth rate through 2021.

Assuming the firm's reckoning to be accurate, that's up from $33bn billion last year.

Of the overall mobile adspend, the location-targeted portion is projected to grow from last year's figure of $12.4bn to $32.4bn in 2021.

This growth translates to 38% of overall mobile ad revenues today -- growing to 45% by 2021.

According to BIA/Kelsey, one of the biggest mobile success factors for local mobile is "native thinking", which involves building content, apps and ads that fit the device’s unique form factor, as opposed to importing formats from legacy media.

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=7087

Data-Driven Marketing and Advertising Spend Soars

Trend Summary: Now that marketers worldwide accept data as vital to their work, they are spending more on data-driven marketing.


Given that data-driven marketing and advertising [DDMA] is currently flavour of the month, marketers worldwide are getting better at ...

[Estimated timeframe:Q1 2017]

... evaluating its effectiveness.

According to a new study - The Global Review of Data-Driven Marketing and Advertising published by the GDMA trade body - is based on an online survey of 3,283 thought leaders in the advertising, marketing, media and technology industries in eighteen countries.

The report found that eight in ten respondents regard customer data as critical to their marketing and advertising efforts.

More than half of these respondents had increased their spending on DDMA in 2016, compared to the previous year, although 36% said their investments remained flat, particularly across digital channels and related execution functions.

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=7086

CMOs Urged to Make Marketing Creative Again

Trend Summary: 2017 offers an opportunity for marketers able to apply creativity to new problems and in new ways.


Firstly, the CMO's role must acknowledge three major shifts that have transformed the marketing function over the decades: specifically that the CMO is the ...

[Estimated timeframe:Q1 2017]

... undisputed growth leader.

Moreover CMOs are no longer merely stewards of messaging. Two-thirds of CMOs are responsible for customer experience, while 70% of marketers believe their function is expected to be the primary revenue driver.

The CMO is now the accountable growth leader—a role previously belonging to sales—and can exert far more influence across the business.

CMOs are now estimated to influence more technology spend than any other function.

Marketing has become increasingly data-driven for decades, but now it’s possible to track and personalise every customer interaction given the right technology.

CMOs today must envision how to use mobile, social, AI, and AR/VR technologies to create new value.

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=7084

Is 2017 The Year Marketers Finally Got their Mobile Ad Campaigns Right?

Trend Summary: Mobile advertising in 2017 is likeley to be yet another year of irritating marketers' target audiences whilst failing to achieve the promised ROI.


A recently released  Forrester survey, branded "The Mobile Ad Experience Matters To Your Media ROI”, found that only 27% of mobile ads invoked a positive reaction - and that's just among those users who haven’t already become so frustrated that they have ...

[Estimated timeframe:Q1 2017]

... installed ad blockers.

According to Forrester it's ironic that marketing leaders' top objectives for mobile advertising are to improve brand awareness, engagement and sentiment.

Overall, however, Forrester estimates that more than half (55%) of mobile ad dollars were wasted.

The study, conducted by Forrester Consulting in November 2016, was commissioned on behalf of digital advertising management platform Celtra.


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=7074

Global Tech Spending Predicted to Sag In 2017

Trend Summary: Technology spending worldwide will grow at a rate of between 3% and 4% in 2017 and 2018.


In a report released yesterday by independent technology and market research company Forrester, global spending on marketing technology will grow grow at a rate of between ...

[Estimated timeframe:Q1 2017]

... 3% and 4% in 2017 and 2018.

However, Forrester lowered its forecast for business and government purchases of tech goods and services, predicting a growth rate of 3.2% in 2017 and 3.9% in 2018, as measured in constant- or local-currency terms.

Growth overall should rise to 3.9% in 2018, but while the USA and a handful of other countries will experience stronger growth, Japan, most of Europe, and many emerging economies will experience weaker growth in tech spending.

The USA, alomg with China, and India will lead growth, with Europe and Japan lagging. Forrester estimates that technology spending in a handful of other countries will see at least 4.5% growth, with another dozen seeing around 3%.

Among other factors, a weaker British pound and uncertainties about the ultimate UK/EU relationship will hurt UK consumer spending and business investment, reducing the UK's real GDP growth to circa 1%. China will sustain 6% growth in real GDP.

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=7070



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