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


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Marketers Warned of Seismic Change in 2016

Trend Summary: Marketers must adapt or lose out as social media continues to evolve.


In an article by Victor Pineiro, vp of social media at Big Spaceship, marketers are advised to heed a tsunami of end-of-year warnings urging them to pay specific attention to five key social trends in 2016. When it comes to social and digital marketing, says Pineiro, 2016 is going to be an ...

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... adapt-or-die year.

During 2016, predicts Pineiro, marketers will need to evolve as tectonic shifts in the way people consume media and use social networks will drive  massive changes.

Moreover, the year ahead promises to be especially frenetic. Although the speed of social has always been dizzying, new platforms, behaviours, memes and audiences are born and die every minute.

Pineiro foresees five social trends marketers will not be able to ignore in the new year, specifically:

1. Messaging platforms will trump broadcast social networks.

2. Marketers will realize that Snapchat isn't social - it's TV.

3. Ad blocking will turn all eyes to social.

4. The so-called "Hotel California effect" (named after the The Eagles album in 1997) will change the game. Increasingly, social networks are becoming Hotel Californias -- closed systems where you can check out, but you can never leave.

5. Social video will get more crowded and complicated.

Concludes Pineiro: "As every major social platform becomes more pay-to-play, marketers are frantically levelling up their advocate strategy and influencer game whilst trying to maintain relevance organically. To top it off, optimizing content for each platform has become exponentially more complex. In other words, 2016 looks to be the year that social hits the fan.

Read the original unabridged AdAge.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: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6798

eMail Marketers Face Tighter Regulation

Trend Summary: The European Union this week agreed to implement new regulations for data sharing and protection.


In a move that will profoundly affect eMail marketers, the European Parliament this week passed the General Data Protection Regulation bill [GDPR] giving member states two years to comply with the regulation and incorporate the GDPR into their own ...

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... national laws.

The GDPR bill, however, is not as draconian as it first may seem, allowing eMail marketers a period of grace until March 2018 to comply with the new email and data protection laws.

The new regulation will also affect anyone sending emails to or from subscribers residing in member states of the European Union.

A press release from the European Commission states that complying with the bill will likely be more difficult for marketers as it enables EU citizens to “better control their personal data”.

The release continues: “At the same time modernised and unified rules will allow businesses to make the most of the opportunities of the Digital Single Market by cutting red tape and benefiting from reinforced consumer trust.”

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q2 2015 - Q4 2018]

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=6793

Marketers Advised to Meld Social and Online Display Ads

Trend Summary: Marketers are advised to move towards a ‘channel agnostic’ strategy and merge their display advertising and social efforts.


According to a report published this week by independent technology and market research company Forrester Research, a change in media strategy would boost European online display advertising revenues, achieving sales growth at 12.1% annually between 2015 and 2020, reaching a massive ...

 

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... ... €17.7bn by 2020.

This is more than double 2014 levels, with the UK and Germany alone accounting for almost 50% of this growth.

Advises Forrester: “Social ads are display ads more than they are ‘social’ but only 27% of media teams are in charge of social ad budgets, compared with 54% of social teams.

The report also advises marketers to "move toward a channel-led agnostic display strategy, social advertising should be the remit of media teams to ensure consistency in audience buying and take advantage of opportunities for cross-channel optimisation.”

Forrester aalso believes that social media adspend will grow 20% annually between 2015 and 2020, reaching €10.9bn by the end of that period.

Read the original unabridged MarketingWeek.com report.

[Estimated timeframe:Q4 2015 - Q4 2020]

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

Source: MarketingWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6790

Marketers Urged to Learn Lessons from Ad Blocking

Trend Summary: Ad blocking is the latest development to shake the digital marketing industry.


Apple’s recent move to make ad blocking available on its iPhones has sent shockwaves through the digital world,despite the fact that the biggest ad-blocking app of its type has now been pulled from the IT titan's app store. There is an upside, however, given that this topic is shedding vital light on online advertising, thereby compelling marketers to ...

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... review their current strategies behind ad serving online.

According to a recent blog posting by the Internet Advertising Bureau's Jed Mole, the point here is not to focus on what is taken away – but what is gained.

This, Mole posits, leads us to data and insight. What does it mean if an individual does, or does not choose to block ads?

Answering his own question Mole argues: "If decades of direct marketing experience across physical mail, phone and online advertising tells us anything, it’s that this act alone cannot and should not be taken as an implicit opt-in or indeed opt-out of all kinds of channel communication".

"The context is the crucial piece of information, the kind of insight only data connectivity can deliver, ie the ability to connect online and offline data across all devices to create a real view of the customer".

"Furthermore, does opt-out on mobile ads mean other channels become that much more valuable? Does it put more of a premium on social, on display, on sponsored links? What does it mean for naysayers against online – and offline – native advertising techniques? This digital insight to optimise campaigns is driven by effective customer data analysis".

"Finally, the very best ways to ensure a better future for marketers and consumers alike is for marketers to continuously strive to improve their ability to deliver relevant, consistent communications through connected data but, in the meantime, to encourage a balanced perspective."

Read the original unabridged IABuk.net article.

[Estimated timeframe:Q4 2015 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: IABuk.net
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6748

Show Biz and Fashion to Meld Music and Sport With 'Internet of Things'

Trend Summary: One of the world's largest entertainment companies plans to harness the Internet of Things to connect its performers and brands with fans.


WME/IMG, an American talent agency with offices in Beverly Hills, has announced a joint venture with Swiss tech company AGT International that will pave the way for a social platform that enables performers at concerts, fashion shows and sporting events to view in real time what's working and ...

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... what's not.

The partnership could have big potential for brands and sponsors who want to build apps for engaging audiences and performers before, during or after an event.

Enthuses AGT International ceo Mati Kochavi: "This exciting new venture is centred on the consumer experience, creating a true social IoT.

WME/IMG, founded in April 2009, after the merger of the William Morris Agency and the Endeavor Agency, represents artists across all media platforms, among them films, TV, music, theatre, digital and publishing. 

Details about the joint venture are still in the works (it won't be rolled out until sometime next year) but the companies envisage brands and sponsors using so-called Deep Web social analytics and platform-agnostic technology to engage with fans and consumers about events.

Hypothetically, this could allow event sports-stadium attendees using a custom app to see which queues for the toilets or concessions are the shortest. It could also allow bands to see where and when in a concert the energy drags. It could enable designers to gauge which fashion lines created most excitement, or an audience to learn how models feel while walking down a runway.

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q4 2015 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=6737

WPP Boss Urges Online Newspapers to Adopt Paywalls

Trend Summary: The slowdown in digital newspaper advertising growth is proof that publishers should adopt paywalls.


According to WPP Group ceo Sir Martin Sorrell, a range of different factors have contributed to clients reassessing the efficacy of digital adspend levels, a trend that will make it increasingly difficult for publishers to rely solely on ...

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... digital advertising income.

Speaking at the Society of Editors conference in London this week, Sir Martin said that a range of factors are contributing to clients' reassessment of the  efficacy of digital adspend levels, which will make it difficult for publishers to rely solely on digital advertising income.

During the past six months, newspapers have been hit by unprecedented falls in print advertising, plummeting by as much as a 30% in some weeks. This has been compounded by a slowdown in digital advertising growth, decelerating in some publications to as low as single-digit figures.

According to Sorrell: “I personally believe that paywalls are the way to go. If you have content that has value consumers will pay for it."

"You have to get your mind around the fact that digital [advertising] is going to be less profitable. If that economic reality is what you are moving into, you’ve got to make cost adjustments. And be much more free thinking and flexible about how to make revenue.”

Orating in full flow, Sir Martin continued: “Data in Canada, Australia, the UK, the US and elsewhere shows it is not just a question about time spent, it is also about engagement".

“Data from many sources shows that when people engage with newspapers in a traditional form, digital too, the quality of the time they spend is much higher than we first thought.”

Read the original unabridged Guardian.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: TheGuardian.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6732

Brands and Publishers Eschew Ads, Seek New Ways to Connect With Audiences

Trend Summary: Thwarted by the global rise in online ad blocking, brands and publishers are seeking new revenue streams and ways of connecting with audiences.


With ad-blocking reportedly leading to a $31.3bn loss in advertising revenue worldwide in 2015, brands and publishers are on the hunt for new revenue streams and ways of connecting with audiences. Media investment firm GroupM's recent third annual mLab exhibition in Sydney Australia sought to show media agencies how new technologies can be ...

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... used to connect with audiences and run compelling campaigns.

The event sought to demonstrate to media agencies how new technologies can be used to connect with audiences and run compelling campaigns.

According to Instagram creative strategist Claus Stangl, "Marketers need to understand the ecosystem of their entire campaign and use each channel properly".

Stangl also poinred out that with 400 million active users worldwide, brands have a chance to connect with this massive audience but it's not the traditional selling model.

Citing Nike as an example, Stangl said: "Nike have a multitude of accounts but the main thing is the athletes. They use a lot of user-generated inventory, every single shot is aspirational, it makes you want to train as well.

"It's about making relevant content for the platform. It needs to be talking to the right people and it needs to be executed in an authentic manner."

Other speakers at the event included Daniel Paronetto, from social media upstart FanFuel. Said he: "Customers were getting bombarded with ads daily, so there was an opportunity for brands with a different message".

"When we unlock our phones we're not looking for ads, we're looking to be inspired, to be entertained, to have a laugh. We're looking for stories, and those stories are being told on social media," Paronetto said, adding that: "The best people telling these stories are influencers, an influencer can be an actor, actress, model and we at FanFuel work with athletes."

Read the original unabridged Sydney Morning Herald article.

[Estimated timeframe:Q4 2015 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: Sydney Morning Herald
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6721

Marketers Voice Concern Over Digital Ad-Blocking

Trend Summary: The growing popularity of digital ad-blocking is the crisis of the moment, threatening the circa $60bn online ad industry.


In the online digital world, the growing popularity of ad-blocking is the crisis of the moment, threatening the circa $60bn online advertising industry. Marketers are asking “who and what do I trust?” says Bob Liodice, chief executive of the Association of National Advertisers, a trade group representing many of the USA's largest marketers, including such multinational giants as ...

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... Procter & Gamble, Apple and Colgate Palmolive.

But ad blocking is just the latest source of marketer's heartburn. They are also worried about piracy, fraud fueled by electronic “bots,” transparency in ad-buying and the need to ensure that their ads are actually viewable instead of hidden in corners of websites.

According to Maryam Banikarim, chief marketing officer for hotel operator Hyatt Hotels: “We have taught people they can get around the ads and that is an issue”. 

While other marketers aver that the root of some of the problems is that media companies, both digital and analog, have continued to overload their products with ads, thereby annoying consumers.

eMarketer, an independent market research company that provides insights and trends related to digital marketing, media and commerce, opines "Once relegated to the geek crowd, ad-blocking is hitting the mainstream and threatening to derail the explosive growth in the digital-ad business."

Nonetheless, digital adspend is expected to grow 17% this year to $58.1 billion.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q4 2015 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: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6720

Google Now Rules the 'Advertiser Experience' Roost

Trend Summary: Google has evolved beyond its search roots to become one of the most dominant players in global display, video and mobile advertising.


According to Joe Mandese, Media Post's Editor in Chief, Google's unremitting focus on its end-user experience has made the Mountain View mammoth the world's leading media company with which advertisers want to do business. Mandese's assessment  is based on the periodic Media Company Report published by Advertiser Perceptions Inc [API], a company that claims to ...

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...  deliver the insights and guidance necessary for success in today’s competitive media advertising industry. 

API's latest review of media companies notes that Google continues to increase the distance that separates it from the rest of the Madison Avenue media pack.

With the average of all media companies indexing at 100, Google scored 138 in API’s just-released 2015 report, 21 index points greater than its next-closest rival (Disney) and 30 points greater than its next closest pure-play digital rival (Facebook).

The fifteen individual criteria used by API to measure and rank advertiser experience hasn’t changed over the study's 22 editions.

Ad Results remains No. 1 among these criteria, followed closely by Customer Satisfaction, Easy to work with, Understands my business and Quality audience/circulation practices.

What has changed, however, are the individial companies that advertisers most associate with the foregoing attributes.

Explains AP’s Frank Papsadore: “Looking back to Wave 18, the top ten media companies consisted of a mix of traditional media leaders from TV and print with Google and Yahoo showing up here and there for ad results".

“Fast-forward to Wave 22, and it’s the digital media brands that lead the pack, with Google on top by a wide margin.”

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q3 2015]

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=6710

Programmatic Display Adspend in UK Predicted to Top £2bn in 2016

Trend Summary: UK programmatic digital display ad spending will grow by 66.2% to reach £1.80 billion ($2.96 billion) this year.


According to new figures from eMarketer, UK programmatic digital display ad spending will grow 66.2% to reach £1.80 billion ($2.96 billion) this year, accounting for more than half (59.0%) of the UK display advertising market for the first time. Additionally eMarketer expects that ... 

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... double-digit growth will push spending toward £2.5bn ($4.12bn) in 2016.

Comments eMarketer analyst Bill Fisher: "Trading digital display ads programmatically is becoming increasingly common in the UK as marketers and publishers alike embrace the benefits of automated ad buying".

Fisher also predicts that the balance of UK digital display ad spend will tip toward programmatic this year, and that strong growth is set to continue into 2016.

In sum, says Fisher, "It hasn't been an easy journey, but initial trepidation is being replaced with a realisation that programmatic can deliver the inventory, partners and prices that marketers want".

eMarketer also foresees that 56.1% of UK programmatic display ad spending will go toward mobile this year, with desktop/laptop responsible for the remaining 43.9%.

Read the original unabridged eMarketer.com article.

[Estimated timeframe:Q3 2015- Q4 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: eMarketer.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6709



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