1136 Marketing Trends found for Media / Web/social/email


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Social Media Mammoths Slog It Out

Trend Summary: The social media landscape is in the throes of undergoing a significant shift.


Bloomberg reports that image messaging and multimedia mobile application Snapchat now boasts 150 million active daily users. Assuming the report to be accurate, the four-year-old startup has now surpassed Twitter, which  reportedly has just ...

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... 140 million daily users.

The figure should come as no surprise to investors who have recently committed around $1.81bn to Snapchat. Venture capital database PitchBook estimates that Snapchat’s valuation rose to $17.81bn - up from $16bn in February.

However, Snapchat is still trying to find its financial footing. According to a recent presentation reported by tech media firm TechCrunch Snapchat garnered just $59 million in revenue last year.

Snapchat also continues to score major partnerships with media and entertainment outlets. Last month, it announced a partnership with NBC to show highlights from the 2016 Olympic Games in Rio.

By 2017, Snapchat expects to see revenue rise to more than $1bn - but how the social darling plans to make such a dramatic leap is not entirely clear.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q3 2016]

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=6901

Google Trials Direct Publishing Search Feature

Trend Summary: Google is trialling a new feature that enables marketers and media owners to publish content directly to Google.


The search giant began testing the feature in January and has since extended it to a range of small businesses, media companies and (believe it or not) political candidates, enabling their respective content to ...

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... appear instantly in search results

This is enabled by a web-based interface, via which posts can be formatted and uploaded directly to Google's systems.

The posts can be up to 14,400 characters in length and include links, plus up to ten images or videos. The pages also include options to share the content via email, Twitter and Facebook.

According to a Google spokeswoman: "We’re continuing to experiment with the look and feel of this feature, including exploring other potential use cases.”

As yet the new feature doesn’t have an official name or branding.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q2 2016]

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=6890

Content Marketing Set to Boom in UK

Trend Summary: 'Content Marketing', hitherto a technique largely regarded as peripheral by marketers, is set to blossom in the UK.


There are more companies in the UK providing advertising, marketing and PR services, than in all other industries combined. In the light of this, social media platforms have become increasingly important over the last few years, with a notable increase in the use of ...

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... comtent marketing tactics during 2015.

Content marketing is defined as marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.

It is also defined as a strategic marketing approach, focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience.

And, of course, ultimately to drive profitable customer action.

Social media platforms have become increasingly important over the last few years, with a notable increase in the use of Twitter, LinkedIn, and YouTube within content marketing tactics during 2015.

Used correctly, content marketing across these various platforms can reward an organisation with an increase in sales, engagement, and brand awareness.

Read the orignal unabridged TalkBusiness Magazine article.

[Estimated timeframe:Q1 2016]

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

Source: TalkBusinessMagazine
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6847

Marketers Embrace New eMail Authentication System

Trend Summary: Adoption of the DMARC email authentication protocol has grown 24% globally over the past year.


New York headquartered data platform and email marketing company Return Path, reports that global adoption of the DMARC [Domain-based Message Authentication, Reporting and Conformance] protocol has increased over the past year, although this still does not represent ...

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... the majority of companies.

DMARC, an email authentication tool, helps to prevent email-based phishing and spoofing attacks.

It is also an increasingly critical component of email marketing, as marketers who implement DMARC in their email authentication process see higher deliverability rates.

This is partly because their messages are considered by recipients to be safe and reliable, and partly due to DMARC systems installed by providers to detect spoofing.

Although DMARC is still not used by the majority of companies, global adoption of the protocol has increased over the past year, currently accounting for 29% of all global brands - an increase on the 22% in 2015.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 2016]

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=6835

Media Agency Creative Work Boosted By Data-DrivenTechnology

Trend Summary: The most-awarded work from UK media agencies in 2015 utilised both tech and data, also conferring plaudits on their clients.


Although media agencies have known since 1964, when Canadian communications guru Marshal McCluhan famously declared "The medium is the message", agencies today are only too well aware that without smart technology the buying and distribution of an ad ...

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... might never be seen.

Notes Isabelle Musnik, editor of The Gunn Report For Media 2015: "Media channels that advertisers use to engage with their consumers and capture people’s attention are as vital as the creative content."

According to Ms Musnik, the choice of media channel these days matters more than ever before because consumers are now blocking digital ads in response to messaging overkill.

Musnik also notes: "Contrary to what some feared, the ‘Maths Men’ of media and data have not overtaken the ‘Mad Men’ creatives,"adding that creativity and media are not mutually exclusive or even in competition – they interact with each other."

Read the original unabridged BrandRepublic.com article.

[Estimated timeframe:Q1 2016]

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

Source: BrandRepublic.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6827

Facebook Aims to Nab Five Billion Worldwide Users by 2030

Trend Summary:  Facebook aims to have five billion of the world’s seven billion people connected to its social network by 2030.


In the event that Facebook's billionaire supremo Mark Zuckerberg is into matters biblical, he might perhaps pay heed to Samuel 1:25: "How the mighty have fallen in battle". The battle in this instance being his self-proclaimed target of recruiting five billion more of the world’s seven billion human beings to ...

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... its social network over the coming fourteen years.

Mr Zuckerberg announced this ambitious goal during an event held at Facebook's new Frank Gehry-designed headquarters to celebrate Facebook’s 12th anniversary.

Facebook also introduced a new way of measuring its global spread: as users doubled from 2011 to 1.5 billion, the degrees of separation between each user has shrunk from 3.74 to 3.57 degrees today.

Said Zuckerberg: “We want to finish connecting everyone, we’re going to do it in partnership with governments and different companies all over the world”, pointing to a large wall photo of a boomerang-shaped drone Facebook has developed. “It’s solar-powered, and it’ll just fly around a city and beam down Internet access.

Does Mr Zuckerberg wonder on an occasional sleepless night, whatever became of CompuServe?

Read the original unabridged USAToday.com article.

[Estimated timeframe:Q1 2016]

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

Source: USAToday.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6822

Nielsen to Measure Facebook Conversations About TV Programmes

MarketingTrendtracker Summary: Nielsen is to extend its Twitter coverage of social media conversations about TV programmes to include Facebook.


Nielsen plans to make the new data, dubbed 'Social Content Ratings', available to clients in the first half of this year. The new ratings will incorporate all Facebook posts, including those shared with ...

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... friends and family.

According to Nielsen's social president Sean Casey: "The development of Social Content Ratings reflects Nielsen's commitment to continually adapt our services to meet the needs of the industry and is part of Nielsen's ongoing effort to evolve our measurement to reflect the total audience across screens and platforms".

He added: "Nielsen Social measurement is evolving to provide a comprehensive, standardised picture of how consumers are responding to programme content through social media, wherever and whenever."

The Social Content ratings are expected to be available in markets where the company's Twitter TV Ratings service currently operates (the USA, Australia, Italy and Mexico). Nielsen also plans to eventually integrate data from Instagram.

The service will not be available in the UK, where the TV ratings roost is ruled by TNS.

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q1 2016 Onward]

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=6814

Emotional Tracking Set to Become Major Marketing Trend

Marketing Trend Summary: The tracking of people's emotions is likely to emerge as one of the marketing trends of 2016.


If recent research, technology developments and partnerships are a guide, the alliance recently formed between media agency MediaCom and Oxford University start-up Realeyes, could trigger a significant marketing trend that uses webcams to measure people's ...

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... emotions whilst watching video content.

In what is claimed to be the first partnership deal of its kind for a media agency, the tie-up will enable MediaCom to assess the emotional power of each and every segment of video content it briefs it's media and production partners to make or create in-house, thus ensuring that clients' messages are as engaging as possible and delivered to the most receptive audience segments.

However, researchers at Brigham Young University, a private research university located in Utah USA, have come up with a simpler method of tracking emotions. Last month they revealed that it is possible to assess the emotions of desktop web users by tracking their mouse movements.

Read the original unabridged Warc.com article.

[Estimated timeframe:Q1 2016 onward]

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=6805

New Technolopgy Enables Marketers to Measure Mobile Ad Response

Trend Summary: New technology enables marketers to run studies to ascertain how people respond to their mobile ads.


To enable brands to quantify the impact of mobile ads after they're displayed to consumers, WPP Group offshoot Medialets is linking its ad-targeting technology to the group's Millward Brown Digital brand-lift studies. After serving a mobile ad, marketers will be able to run a study to ascertain whether or not the ad is remembered by it's ...

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... target audience.

This is manna from heaven for marketers who have struggled for years to prove that mobile advertising is effective, largely because smartphone-size campaigns lack the same measurement and targeting capabilities expected by desktop advertisers.

Says Richy Glassberg, Medialets ceo: "What marketers are concerned about today is the staggering shift from desktop to a mobile device".

Glassberg also notes that "In the last two to three years, mobile has taken 60% of all digital usage, but the spending is so far behind. The tools that they use in desktop aren't translating to mobile."

Instead of using cookies, Medialets' technology anonymously tracks mobile IDs to help advertisers target specific groups of consumers. After identifying that someone saw an ad, brands can run follow-up surveys with questions like "Do you remember the ad you just saw?" or "How likely are you to buy the product you just saw advertised?"

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q1 2016 Onward]

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

Source: AdWeeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6800

McKinsey Forecasts Sag in Global Adspend Growth

Trend Summary: Media spending worldwide is forecast to rise at a compound annual rate of 5.1% over the next five years.


According to a report released today by multinational management consulting firm McKinsey, global spending on media is forecast to rise at a compound annual rate of 5.1% during the next five years reaching ...

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... $2.1 trillion in 2019.

However, this growth actually reflects a general slowdown, according to McKinsey's study of consumer and adspending data in every global media and entertainment sector.

The report predicts that digital advertising, video games and broadband will continue to be the fastest-growing segments over the next five years, with projected compound annual increases of 12.7%, 8.1% and 7.8% respectively through to 2019.

Spending on cinema will expand at a projected 5.4% compound annual growth rate, followed by TV advertising at 5.0%.

McKinsey also posits that while today’s stronger segments will continue to be strong over the next five years, they will probably grow more slowly.

Read the orignal unabridged McKinsey.com report.

[Estimated timeframe:Q1 2016 - Q4 2019]

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

Source: McKinsey.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6799



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