1139 Marketing Trends found for Media / Web/social/email


To minimise / maximise the insight just click anywhere within the orange box
UK Content Marketers Seek Improved Metrics

Trend Summary: According to a new study, measurement is critical to content marketing with dedicated spend set to grow over the coming year.


Content Marketing, according to the Measurement Effectiveness Report published by the Content Marketing Association [CMA], is a form of marketing focused on creating, publishing and distributing content to a targeted online audience. The report was conducted among ...

[Estimated timeframe:Q4 2016]

... senior level CMA marketers, reflecting the views of over forty companies.

Also contributing to the report were major brands such as Sainsbury's Bank, Barclays UK and British Gas, as well as ad agencies including iris, Ogilvy and McCann.

This found that 73% of respondents regarded measurement as very important to their content marketing strategy, with half of marketers currently spending 6% to-15% of their content marketing budget on this area.

Nearly half (45%) of respondents said they were planning to increase this spending in the coming year, with 56% already automatically offering measurement as part of their content marketing strategy – thus demonstrating its importance in the industry.

However, only half of those surveyed thought it possible to accurately measure content marketing's ROI, and a similar proportion (52%) doubted whether a universal metric was achievable.

Most (91%) thought that content marketing effectiveness metrics could include long-term brand health measures such as favourability/likeability, trust, consideration and propensity to buy. 

The key to the CMA’s success is informing and educating both clients and members about the latest thinking in all areas of content marketing, while showcasing the talents of its members as they plan and produce ever-more effective and innovative strategies and creative work.

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=7008

Google to Give Indexing Priority to Mobile Postings

Trend Summary: In the wake of last year's string of heavy hints, Google has announced its intention to focus on mobile-first indexing.


According to an article in today's Mediapost, the Mountain View mammoth's search engine initially crawled sites and web pages, then determined the relationship between that content and mobile devices before ranking pages based on ...

[Estimated timeframe:Q4 2016]

... the desktop version.

Way back in March 2015, Jennifer Slegg, founder of The SEM Post, predicted that Google would create a mobile-only version of its search index

Her prediction has now been fulfilled with Google's announcement that it will add a Fact Check tag to articles it indexes, pointing readers towards articles that either validate or discredit claims.

The engine already flags content using such tags as 'In-Depth', 'Highly Cited', 'Local Source' and 'Opinion.

Readers will see tagged articles in the expanded story box on news.google.com and in Google News & Weather on devices running the iOS and Android operating systems.

The enhancements will initially begin in the USA and the UK, according to a blog post by Richard Gingras, the head of Google News.

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=7007

Social Media Users Increasingly Reject Brand Intrusions

Trend Summary: Although newer social platforms are growing rapidly, over a quarter of global internet users "actively ignore" social posts by brands.


Consumers, it seems, are getting increasingly savvy about the wiles of brands and marketers. This trend is revealed in the latest Connected Life study by WPP Group's research arm Kantar TNS, which examines and reports on the digital attitudes and behaviours of ...

[Estimated timeframe:Q3 2016]

... 70,000 internet users in fifty-seven nations. 

Usage of newer social platforms is growing rapidly, but over a quarter of internet users worldwide say they "actively ignore" social posts or content from brands.

Twenty-six percent of global survey respondents claim they "went out of their way" to avoid branded content, a figure that rose to 57% in Sweden and Denmark. Scepticism was rather less marked in Saudi Arabia (15%) and Brazil (19%).

Notes the report: "Although social platforms start out ad-free, focusing initially on growing the number of users, the need to monetise inevitably leads to the introduction of ads".

The report also identifies other problems for brands, citing in example the fact that consumers feel increasingly bombarded by the presence of brands on social platforms, with 34% of the survey sample saying they feel "constantly followed" by online advertising.

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=6992

Facebook's Instagram Purchase Set to Pay Dividends

Trend Summary: Facebook's recent purchase of Instagram is on course to be be a key factor in the former's future growth.


According to Fox Business News, after years of restraint Facebook ceo Mark Zuckerberg and his accolytes are looking to monetise their aquisition of photo sharing site Instagram which now boasts circa ...

[Estimated timeframe:Q3 2016]

... 500,000 advertisers.

Facebook has astutely added the ability for advertisers to buy both Instagram and Facebook ads via a single interface, a decision that is now paying dividends and propelling the photo-sharing site into top gear.

Virtually a year ago to the day, Facebook announced that Instagram advertising was available to marketers. It now boasts 500,000 advertisers, enabling them to buy both Instagram and Facebook ads via a single interface - a decision that is now is now paying dividends.

In approximately seven months Facebook has enticed 150% more brands into reaching its Instagram audience.

Read the original unabridged Fox Business News 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=6989

Google Jazzes-Up Dowdy Gmail

Trend Summary: Google’s Gmail email applications will begin supporting responsive email design by the end of the month.


According to a recently issued Google press release, the tech titan will begin supporting responsive email design by the end of the month. The new technology will render ...

[Estimated timeframe:Q3 2016]

... correctly on any device via which users access their Gmail, thereby enabling mobile users to enjoy the same visual experience as do desktop users.

According to Gmail product manager Pierce Vollucci: “Text, links, and even buttons will enlarge to make reading and tapping easier on a smaller screen.”

“If you’re on desktop, you’ll also see improvements, since emails designed for mobile can also adapt to fit larger screens.”

Google’s email update, due at the end of September, is a critical addition for email marketers looking to engage with mobile users.

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=6986

High Ad-Fraud Rates Beset Google and Microsoft Browsers

Trend Summary: Ad fraud activity is highest on certain browsers made by Microsoft andGoogle.


According to  FraudLogix, a Florida-based provider of fraud solutions for the supply side and DSPs [digital signal processors] in the programmatic advertising industry, fraudsters can easily manipulate consumers ...

[Estimated timeframe:Q3 2016]

... web browser software for criminal financial gain.

This is achieved by infecting browsers with malicious code and forcing them to load certain webpages. For advertisers this is bad news, since they can end up paying for ads which are never actually seen by real people.

To examine the role of browsers in this process, FraudLogix examined a sample of 135 million individual online ad impressions over a seven-day period in July, and analysed the browsers to which the ads were served. The company also tracked the portion of those ads its technology deemed as delivered to “non-human” or “bot” traffic.

Unsurprisingly given their dominance of the market, the browsers in which the most fraudulent impressions were loaded were versions of Microsoft’s Internet Explorer and Google's Chrome

Unsurprisingly, however, Microsoft and Google each questioned FraudLogix’s methodology, claiming that it isn’t possible to accurately measure fraud at the browser level.

A statement issued by Microsoft claims: “Bots and malware often forge user agent strings to produce “fake” traffic, which can’t be attributed to a particular browser.” 

Google, likewise, wasn't taking these criticisms lying down. In a statement the Mountainview mammoth declared: “When malware infects someone’s device or web browser in general, the infected machine may act as a fraudulent bot impersonating any browser, even if it isn’t installed on the infected machine. As a result, we’ve found that measuring ad fraud per browser has not been a helpful way of understanding this issue.”

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=6974

US Adspend On Course To Hit $178bn In 2017

Trend Summary: The US advertising market is expected to grow by nearly 6% in 2016, its fastest rate since 2010.


London-headquartered advertising research company Warc [World Advertising Research Centre] has upgraded its earlier forecast for US adspend in 2016, predicting that this will now rise by ...

[Estimated timeframe:Q3 2016]

... 5.8% to a record high of $178bn - double the amount projected for the overall US economy.

Warc also foresees that US TV spending will rise 6.6% to $68bn this year, thanks to the Rio Olympics and the US presidential election.

In 2017, however, with no Olympics or political advertising, TV advertising will decline again, sinking 4.5% to $65 billion.

Digital media will continue its steady rise in 2017, predicted to reach 12.5% [$76 billion] with half of that  revenue allocated to mobile platforms.

Warc's crystal ball also foresees that in 2017 $553.70 is expected to be spent on advertising to every US citizen- up $60 from 2012.

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: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6964

Social Media Now Best-Performing Mobile Marketing Channel

Trend Summary: Social media advertising on mobile devices is experiencing a surge in response rates year on year.


According to 2016 Response Rate Report recently published by the American Direct Marketing Association [DMA], social media advertising on mobile devices is experiencing a year on year ...

[Estimated timeframe:Q3 2016]

... surge in response rates.

The survey found that 91% of marketers, suppliers and agencies are achieving the same or higher click-through rates on mobile devices as on desktops, performing stronger than search, display and email.

The report also reveals impressive spikes in year-on-year response rates across social media, email, display and search marketing.

Comments Neil O’Keefe, the DMA's SVP of CRM & Member Engagement: “These numbers demonstrate that the power of data is driving impressive industry growth and personalised, relevant customer experiences across channels.”

Moreover, says O'Keefe: “The DMA’s 2016 Response Rate Report found recorded increases in click rates and conversion rates across nearly every channel surveyed. With the use of data to drive efficient targeting and placement and increased data science skills across the marketing ecosystem, these numbers will only continue to grow, saving marketers money on their marketing spend and driving efficiencies in the marketplace.”

The report is based on data from an online survey conducted between April 2016 and June 2016.

Read the original unabridged DMA.org 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=6957

P&G Cools Towards Targeted Facebook Ads

Trend Summary: Procter & Gamble, the world's largest advertiser, is to move away from Facebook ads that target specific consumers.


Concluding that Facebook's online ads targeting specific individuals have limited effectiveness, Procter & Gamble plans to move away from such ads, believing them to have ...

[Estimated timeframe:Q3 2016]

... limited potency.

According to Marc Pritchard, P&G’s chief marketing officer, the company has realised that it took its Facebook strategy too far. Says Mr Pritchard: “We targeted too much, and we went too narrow.”

"Now we’re asking what is the best way to get the most reach but also the right precision?”

Mr. Pritchard said, however, that P&G won’t cut back on Facebook spending - instead employing targeted ads where it makes sense, such as pitching diapers to expectant mothers.

He said P&G has ramped up spending both on digital sites and traditional platforms. There's one category the company is scaling back however: smaller websites that lack the reach of such giants as Facebook, Google and YouTube.

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=6951

eMail Deliverability Rates Plunge Worldwide

Trend Summary: US eMail deliverability declines as global rates also stagnate.


More than a quarter of promotional emails sent in the United States fail to reach their intended recipient, according to the annual email deliverability report published by ...

[Estimated timeframe:Q3 2016]

... multinational eMail data solutions provider Return Path.

Only 73% of promotional emails sent by American email marketers reach the correct inbox - 6% below the global average.

The benchmark report estimates that the global email deliverability rate is 79%, indicating that 21% of all email marketing messages fail to reach their intended recipients.

Return Path analysed a representative sample of more than 2.5 billion promotional emails despatched over the period April 2015 - June 2016 and across more than 140 global mailbox providers in the firm's annual email Deliverability Report. Spam trap emails and missing emails were included in the deliverability statistics.

Global email deliverability rates remain unchanged since Return Path released its 2015 benchmark report. Although global inbox placements also remain unchanged, Return Path spotlights the growth and/or recession of country-specific deliverability rates.

Australia and the United Kingdom notched the highest inbox placement rates worldwide, with 90% and 88% of emails respectively reaching their intended recipients.

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=6949



First Previous 1 2 3 4 5  ... Next Last