56 Marketing Trends found for Media / Other


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US Retail Marketers Link With Broadway Shows

Today's Marketing Trend: US Retailers seeking to boost their brand identities are embedding themselves with master storytellers - Broadway shows.


During this Autumn's New York theatre season, retail marketers have found new ways to weave a show’s cast or creative team into ...

[Estimated timeframe:Q4 2016]

... brand-related content.

Explains Damian Bazadona, founder and president of digital-marketing agency Situation: “The biggest growth within the advertising business is experiential marketing—and Broadway is an experiential brand"

And when the stars of the cast or creative team share with their own social media followers, they reach beyond the 600 to 1,500 or so people in an audience.

“Casts have evolved dramatically,” says Mr Bazadona. "They are now their own brands.”

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=7039

Microsoft Sets Its 'Storytelling' Sights On Journalists

Trend Summary: Microsoft has introduced its Power BI program to journalists, claiming 'effective data storytelling'.


According to US technology news site Geekwire, Microsoft today released Power BI, a new pilot program dedicated to journalists, enabling effective data storytelling which includes ...

[Estimated timeframe:Q4 2016]

... visualisation, graphics and insights.

Microsoft Ceo Satya Nadella recently said that 'data is the new electricity' and as Power BI is free to use, the business intelligence tools are meant to simplify complex sets of data and enhance the overall story.

Branded as the Data Journalism Program, Power BI features five video courses on “visualisation methodology for effective data storytelling” with accompanying demos for Power BI.

The courses include an introduction to visualisation, an overview on data exploration, detail on truthful visualisation, tips for choosing the right graphics, and insights on design and narrative.

Read the original unabridged Geekwire.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: Geekwire.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7009

Live Video is Now a 'Must-Buy' for Marketers

Trend Summary: A study by Yahoo on the effectiveness of livestreamed video found that 31% of consumers remember live ads better.


From sports to breaking news to the world's biggest music festivals, live video gives consumers the experience of being in two places at ...

[Estimated timeframe:Q3 2016]

... one and the same time.

As video viewership on digital devices increases, the thirst for live content does likewise. According to Yahoo sixty-four percent of consumers have watched live online videos in the past year.

That's especially true of millennials who want access to these experiences, 41% of whom said live events help to "keep them in the know".

Even more compelling than the massive numberof eyeballs attracted to live programming is that viewers who tap into live video are highly engaged.

Moreover, Yahoo's recent study into the advertising effectiveness of livestreams found that viewers are emotionally engaged with live content and find it valuable because it's content they want to see.

Meantime, brands are getting in on the action. Advertising alongside live video soared by 113% year-on-year, outpacing all other types of digital video.

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=6991

Google Barnstorms into Virtual Reality

Trend Summary: Within the next decade Virtual Reality [VR] will enable users to re-experience moments from their past.


Google, already at the forefront of virtual reality technology, is planning to bring VR to the masses within the next decade, enabling users to re-experience ...

[Estimated timeframe:Q2 2016]

... moments from their past.

Speaking at this year's Cannes Lions Festival, which was heavily focused on the evolution of VR, Clay Bavor, Google's vice president of virtual reality, opened his presentation to the gathered media about an experience developed by Google involving sharks and diving from a great height.

When viewing VR says Mr Bavor: "People lower their centre of gravity, they crouch and freak out a bit".

He continued: "That's what our brains have evolved to do over millions of years when we find ourselves at the cliff face. They reach for a railing that's not there to try and stabilise themselves and once they get their bearings we ask them to walk out onto the diving board and step off ... and most people won't do it!"

"VR has the potential to connect people with information and experiences and places in a way that is unbounded in how you can scale it," Bavor said. Curiously, however, he made no reference to the future use of VR for advertising and marketing purposes.

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=6922

Marketers Urged to Rethink Messaging App and Chat Bot Usage

Trend Summary: Human-centric customer experience is essential as data and automation increasingly drive brand-customer interactions.


According to Holly Joshi and Niklas Zillenger, senior marketers at SapientNitro Australia, a careful balancing act is necessary given the popularity of messaging apps, while for brands chat bots inserted into messaging apps are set to dramatically ...

[Estimated timeframe:Q2 2016]

... change the marketing game.

Joshi and Zillerger posit that not only will opportunities for consumer engagement provided by messaging apps force brands to put the customer journey at the core of their personalisation effort, marketers will require a fundamental strategic rethink for many brands.

Says Ms Joshi: "Audiences and segmentation really change. Background infrastructure, data layers and your data management platforms are going to become even more complex and even more necessary."

She added that: "You're actually going to have to start thinking about tracking individual conversations." Warned Mr Zillenger: "From an experienced design perspective, this renders a lot of tools that we use at the moment on a daily basis absolutely useless."

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=6919

New Content Search Engine Powered by AI

Trend Summary: In the wake of much hype and razzamataz, Artificial intelligence [AI] is invading all types of media and platforms.


Concious that marketers currently create an average of six times more content per month than they did a decade ago, New York based social media company Unmetric has built a search engine that enables marketers to identify ...

[Estimated timeframe:Q2 2016]

... what their competitors are doing.

Unmetric has has unveiled Discover, a search engine and research tool that aggregates content posted by more than 40,000 brands on Facebook, Twitter and Instagram over the last four years, displaying it's findings as tiles in a database.

This enables marketers to search for content by keywords, time, level of engagement, industry and other parameters such as geography, also identifying the content or topics that performed favourably for specific brands, e.g the 'most liked' piece of content.

According to Forrester Research analyst Ryan Skinner: "Content marketing must support customer experience". He also believes that "customers’ interactions with your brand rest on content, whether they are discovering answers to a problem, trying to understand your products, or engaging with your brand or community."

The Discover search engine has only just launched, but future versions will determine the success of the content before using it, says Lakshmanan  Narayan, Unmetric's ceo. Today the platform guides decision making, but in future it will help make some of those decisions via artificial intelligence".

While there are a variety of creative tools, this one focuses on the content and the creative process, presenting themes and helping marketers gain ideas to generate their own concepts, especially around important retail events like Father's Day or back-to-school. It also reduces the chance of becoming a content copycat.  "The last thing Target wants is redo an ad that Kohls ran last year"says Narayan.

Read the origninal 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=6913

European Marketing Industry Overtakes Rest of World

Trend Summary: Global marketing activity grew steadily in March and at a similar rate to February.


According to The Global GMI index [GMI], published monthly by World Economics.com, growth occurred globally albeit at declining rates, with the exception of Europe which registered a value of 59.2, the continent's highest GMI level to date, compared with a global value of ...

[Estimated timeframe:Q2 2016]

... 54.9.

According to the survey, allocation of marketing budgets to TV continues to decline, recording an index value below the 50 ‘no-change’ level. TV also saw falls in spending in the Asia-Pacific region and in the Americas, although Europe registered a steady rise.

Conversely, spending on traditional media (Press, Radio and Out-of-Home) continued to fall globally and across all regions. In contrast, the allocation of media budgets to Digital and Mobile rose strongly in Europe, Asia-Pacific and the Americas.

The Global Marketing Index (GMI) provides a unique monthly indicator of the state of the global marketing industry, by tracking current conditions among marketers. The company's global panel (2,000+ members) consists of experienced executives working for brand owners, media owners, creative and media agencies and other organisations serving the marketing industry.

The panel has been carefully selected to reflect trends in the three main global regions: Americas, Asia Pacific and Europe.

Read the original unabridged World Economics.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: WorldEconomics.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6866

UK to Remain World's Fastest Growing Mature Ad Market in 2016

Trend Summary: The UK remains the world's fastest-growing 'mature' advertising market and is forecast to grow by 7% in 2016.


WPP's media offshoot GroupM predicts that UK adspend in 2016 will grow by 7% in 2016 (matching this year’s growth) to more than £17bn, about $25.6bn at today’s exchange rate. In an earlier estimate GroupM predicted just 6% growth this year, followed by a slight slowing of ...

[Estimated timeframe:Q4 2015 - Q4 2016]

... growth next year to 5%.

If GroupM’s latest forecast proves accurate, 2016 will mark the fifth straight year in which UK ad spending has outpaced the market’s GDP (gross domestic product) growth.

The UK remains the fastest-growing mature advertising market worldwide and is also among the globe's fastest-growing markets overall, according to GroupM’s estimate.

Says GroupM’s chief forecaster Adam Smith: “With this year’s UK forecast we seek to make better sense of the investment trends across categories with ‘Pure Play Internet'.

“We feel this is essential as content continues to rise with the browsing appetites of our increasingly digital culture.”

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=6780

Native Advertising or Content Marketing?

Trend Summary: The US marketing fraternity is currently facing a dilemma: how to choose between native advertising and content marketing? 


Many marketers on both sides of the Atlantic remain confused as to the difference between native advertising and content marketing. Put simply, the former is a sub-set of content marketing, e.g the now widespread practice of using content to build ... 

[Estimated timeframe: Q3 2015 - Q42018]

... trust and engagement with customers. 

Achieving this isn't easy. Brands must first wade through a plethora of information to decide what is best suited to their purpose.

However, with spending on native ads in the US predicted to reach $7.9bn in 2015 and soaring to $21bn in 2018, it appears that brands are rapidly warming to sponsored content.

Two factors are critical to success in content marketing. Careful definition of your goal and how to measure success. Ask yourself - are you aiming for brand awareness and impressions, or audience engagement?

According to the Huffington Post article, each requires different modes of planning and execution.

Although editorial content placement is never guaranteed (unlike native advertising, where you pay to play), the rewards can be significant.

Read the original unabridged HuffingtonPost.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: HuffingtonPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6682

US Digital Media Acquisitions Up 25% In H1 2015

Trend Summary: Mergers and acquisitions in the US digital media and IT industries increased 24% in the first half of 2015 versus the same period in 2014.


US investment bank Coady Diemar Partners reports that the total number of IT digital and M&A deals in the USA rose to 1,243 in the first half of 2015, compared to circa 1,000 in the same period in 2014. In terms of monetary value, however, merger and acquisition dollars in the IT and digital space decreased by 23% to ...

[Estimated timeframe:Q2 2015 onward]

... $99bn in the first half of 2015 compared to the year prior.

According to the research, this trend is primarily due to a decrease in the number of deals equal to or greater than $1bn.

The three sectors with the greatest number of transactions are agency and marketing, digital content, and information.

Global ad agency holding companies WPP, Dentsu and Publicis Groupe were the three most active digital acquirers in the first half of 2015 with Google tying for third place. Broadband and telecommunications company Verizon came fourth with it’s acquisition of AOL for nearly $4.4bn.

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=6666



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