506 Marketing Trends found for Research


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Three Key Data Points As Marketers Move Into Q2 2016

Trend Summary: A new seventy-three page report reveals marketers most urgent priorities and concerns.


The report, published today by US customer relationship management and cloud computing giant Salesforce.com, reveals the branding and advertising world's major concerns, priorities and challenges as marketers move into the  ...

[Estimated timeframe:Q1 2016]

... second quarter of 2016.

The seventy-three-page report, titled State of Marketing, found the following three data points (brought to life by GIFs) to be especially compelling:

  1. Data drives sales: According to Salesforce, its extensive surveying proves something sophisticated brand-minded players have always held true: that winning marketers nowadays are driven to success by a wealth of data.
     
  2. Long-game strategy:  Roughly 66% of marketers said they play the long game. Considering the breadth of Salesforce's study, the players who responded in such a fashion were clearly not only from the ultimate lead-gen niche—automotive—but also from other sectors.
     
  3.  eMail is tranding: A study from Epsilon published last week showed that millennials are receptive to emails from retailers like never before. However, this stat from Salesforce shows that marketers are already aware of this.


Approximately 66% of marketers said they play the long game. Considering the breadth of Salesforce's study, the players who responded in such a fashion were clearly not only from the ultimate lead-gen niche—automotive—but also from other sectors.

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: https://marketingtrendtracker.com/article.aspx?id=6865

Loyalty Marketing - Does It Have a Future?

Trend Summary: There is a serious disconnect between what brands know to be important and the actuality of their customers experience.


Two recently released industry reports enable marketers to identify the major disconnects between consumer expectations and the reality of their actual experiences, raising the all-important question of what it takes for brands to satisfy their most valuable customers and increase ...

[Estimated timeframe:Q1 2016]

... lifetime value.

Last autumn US industry group industry group Loyalty360 surveyed over 150 brand marketers across multiple industries for its 2015 CX Landscape report.

The research revealed a host of fundamental customer experience challenges for companies, prominent among which was the striking disconnect between what brands know to be important and the reality of their customer experience efforts.

While more than 69% of respondents agreed that customer experience comprises all of the interactions or touch-points with the customer, the vast majority of respondents (90%) reported relying heavily on a single touchpoint (email) for customer communication.

In similar vein, 70% of survey respondents cited a mobile app as "important" or "very important" to their organisation’s customer experience delivery, yet almost one-quarter of respondents acknowledged that there had been no mobile app adoption at all.

Other issues raised in the report include a failure to personalise (63% say it’s key, but less than half the respondents employ personalisation methods) and data that doesn’t yield the insights needed to improve customer experience.  They also cited weak metrics that tied programs to ROI.
 

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: https://marketingtrendtracker.com/article.aspx?id=6855

'Internet of Things' Looms Ever Nearer

Trend Summary: Prophets of information technology believe that the next big trend in this field will be the so-called “Internet of Things”.


The Internet of Things [IoT] say the self-appointed prophets, will connect objects hitherto beyond the reach of IT’s tendrils enabling, for example, your sofa to contact your phone to tell you that you have left your wallet behind, while your 'intelligent' refrigerator  automatically orders groceries without you needing ...

[Estimated timeframe:Q1 2016]

... to make a shopping list.

This means it will be becessary to embed chips in your sofa, your wallet and your refrigerator to enable them to communicate with the rest of the world. And those chips will need power to run their communications.

In some cases this power will come from the electricity grid or a battery, although this is not always convenient. However scientists at the University of Washington in Seattle believe they have at least part of an answer to the problem: to reconfigure a chip’s communications so that they need almost no power to work.

Most conceptions of the internet of things assume that the chips in sofas, wallets, fridges and so on will use technologies such as Wi-Fi and Bluetooth to communicate with each other - either directly over short ranges or via a base-station connected to the outside world for long range connectivity.

However, for a conventional chip to broadcast a Wi-Fi signal requires two things. First, it must generate a narrow-band carrier wave. Secondly it must impress upon this wave a digital signal that a receiver can interpret.

Following Moore’s Law (that the number of transistors in a dense integrated circuit doubles approximately every two years) the components responsible for doing the impressing have become ever more efficient over the past couple of decades. However, those generating the carrier wave  have not done so.

Not having to generate its own carrier wave reduces a chip’s power consumption ten-thousandfold, because throwing the switch requires only a minuscule amount of current. Moreover, though trial prototypes do still use batteries, this current could instead be extracted from the part of the carrier wave that is absorbed.

Read the original unabridged Economist.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: TheEconomist.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6850

Marketers 'Customer Revolution' Starts from Within

Trend Summary: Regardless of industry or category, competition has never been fiercer in an increasingly crowded marketplace.


With so many marketers vying for the same consumers, and in many cases offering fundamentally similar services or products, the need to stand out from the crowd has never been greater. Which is why ...

[Estimated timeframe:Q1 2016]

... providing a superior customer experience [CX] is now a holy grail for modern businesses. 

The ubiquity of smartphones and other mobile devices, along with the penetration of high-speed internet, has changed the behaviour and expectations of the average consumer forever, placing them in a powerful position when it comes to purchasing choices.

It is therefore imperative that companies who hope to do business with this new generation of digital natives understand and respond to their continually evolving needs and habits.

A March 2015 study conducted by US-based market research firm The Aberdeen Group found that companies, on average, interact with customers across four distinct channels: Website visits, telephone calls, social media and face-to-face.

The main challenge that confront companies when looking to implement omni-channel programs, is a lack of integration across systems that capture customer data through each of the various channels.

Businesses that lack integration across these channels risk alienating customers, as they are less likely to provide a personalised and consistent CX.

Read the original unabridged partners.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: Partners.WSJ.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6836

Is Instant Messaging the Shape of Things to Come in Marketing?

MarketingTrendTracker Summary: The fastest growing communications technology isn’t the smartphone, live video or blogging; it’s instant messaging [IM].


The rapid growrth of Instant messaging [IM] has virtually destroyed the text message business and put the power of instant, peer-to-peer communication in the hands of over 2.5 billion people worldwide, a figure forecast to grow to 3.6 billion by 2018. Paradoxically, however, IM has been totally ...

[Estimated timeframe:Q1 2016 - Q4 2018]

... ignored by businesses.

WhatsApp currently has 990 million users, Facebook Messenger has 800 million and WeChat 650 million, representing large and fast growing addressable audiences.

Despite which, few (if any) major businesses or ad agencies seem to have noticed. The scant marketing conversation going on seems to entirely miss the point: this is not just another place to insert ads.

IM is not an advertising play, it’s a marketing play. It’s a powerful new growth agent for business – a whole new way to think about retail, customer service and how we experience brands.

The promise of IM is that if offers the best ever way to form personal, intimate, one-to-one links between brands and people. Moreover, there are several key unique advantages of IM over phone calls and emails:

  • Secure and immediate: Unlike email, snail mail or even phone calls, IMs are a guaranteed way to reach the specific correct single person. Using Touch ID, cameras or facial recognition to unlock phones creates the most secure platform we’ve even known. No more pin numbers, passwords, just frictionless personal, secure service.
     
  • Asynchronous and immediate: Nobody likes waiting for call backs or for slow computers. IM offers both immediate and asynchronous communication, which allows multitasking while the customer services representative investigates. It also allows dropped signal areas to not interrupt calls and means customer services can work with several people at the same time.
     
  • More informative: IM platforms allow messages to include location maps, images, videos, money, attachments and other rich items, which allow a far better conversation.

Read the original unabridged The 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: https://marketingtrendtracker.com/article.aspx?id=6813

Seven Digital Trends Set to Rule the Marketing Roost in 2016

MarketingTrendtracker Summary: Although marketers have difficulties in staying abreast of constant evolution, it is also one of the best things about the marketing industry.


According to Jim Hawker, co-founder of London based independent marketing agency Threepipe, there are seven trends to watch out for in 2016. Hawker acknowledges that although it is hard to stay abreast of this constant evolution, it is also one of the ...

[Estimated timeframe:Q1 2016 onward]

... best things about the marketing industry.

Mr Hawker posits that there’s so much to sustain interest and innovation, which can also be seen from many different angles. He highlights seven trends to watch for during 2016. They are ...

1. Cross device tracking, which will allow greater levels of visibility into user journeys, while new technology will examine the relationship between different devices that cookies are unable to achieve.

2. Personalisation will become way more personal, while full personalisation of conversations with customers will bring the CRM world into display creative.

3. Mobile will dominate over desktops. We have reached a tipping point for the relationship between desktop and mobile where mobile is now becoming the preferred route to access the internet.

4. Joined up thinking. In 2016, the move from digital silos into more united teams will see an increased momentum.

5. Wearable technology will at long last come to market in 2016.

6. Content will still be king. Although content marketing is already established, there is an ever increasing expectation from users to be provided by brands with relevant, educational and entertaining content.

7. Video advertising will come of age during 2016. The world we live in is far removed from the TV-dominated one of old. The sheer increased popularity of video content all across the web is testament to this.



Read the orginal unabridged MoreAboutAdvertising.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: Moreaboutadvertising.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6812

Mobile Video Forecast to 'Eat the World'

MarketingTrendTracker Summary: Mobile video, driven by mobile programmatic, is poised to rock the digital world in 2016.


Top line numbers show that mobile video viewing in the US is already eating into desktop’s leading share of video views, a migration attributable to the advance of high-speed 4G mobile networks which reduce latency, making mobile video more accessible and enjoyable for ...

[Estimated timeframe:Q1 2016 Onward]

... more consumers in more markets.

Research firm eMarketer reports that in the USA alone, one in three consumers watch video on their mobile devices, implying that watching video on mobile devices is already more common than using these devices to listen to music.

There’s also mounting evidence that people who watch video on their smartphone are giving it their full attention.

Moreover, recent research from Google and Ipsos Mori (based on a survey of 1,519 smartphone owners in the 18-34 age group who kept detailed diaries of all of their online and offline video interactions) suggests that watching video on smartphones is “far less distracted than it is on TV.”

Specifically, watching video on TV was the sole activity for Millennials for just 28% of the time.

The rest of the time the survey sample were watching TV whilst multi-tasking—eating, texting, chatting to a friend, or even cooking.

In contrast, watching mobile video was the sole activity for over half (53%) of respondents.

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: https://marketingtrendtracker.com/article.aspx?id=6808

Sales and Media Touchpoints Set to Meld in 2016

Marketing Trend Summary: Sales and media touchpoints are predicted to converge in new ways in 2016.


According to Millward Brown’s Digital and Media Predictions for the year ahead, the convergence of sales and media touchpoints in 2016 will become  possible as digital platforms blur to an unprecedented degree the lines between these two previously separate disciplines, enabling marketers to ...

[Estimated timeframe:Q1 2016 onward.]

... optimise the consumer journey more than ever before.

A touchpoint is the interface of a product, service or brand with customers and other users, also non-customers, employees and other stakeholders, before, during and after a transaction.

Millward Brown anticipates additional important changes in the world’s media landscape and describes in its predictions for 2016 how marketers can “best get media right”. These include:

  • Brands will invest more heavily in online and particularly mobile video advertising in 2016, yet many will waste millions by neglecting to adapt content across formats. Smart marketers will involve digital considerations much earlier in the creative process and pre-test more assiduously.
     
  • Connected TV (or Smart TV) will take over the television viewing experience, bringing profound changes to the way people consume content. Experimentation with workable addressable TV advertising models will begin, although live TV advertising will remain dominant for now.
     
  • In a bid to overcome low digital advertising receptivity, more brands will become content creators. As marketing moves from disruption to attraction, inspiring content marketing will move up the corporate agenda.

Read the original unabridged MarketingInterective.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: MarketingInteractive.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6804

The Life and Times of Generation Z

Trend Summary: Marketers should not make glib assumptions about the Generation Z age group given its contradictory attitudes and habits.


A paper published today by Warc [World Advertising Research Center] warns marketers not to make slick assumptions about the Generation Z age group, given its post-Millenial characteristics and everchanging culture. Members of this age group are defined as people with birth years ranging from ...

[Estimated timeframe:Q1 2016 - Q4 2025]

... the mid-or-late 1990s to 2010 and onward to circa 2025.

G-Zers contradictory attitudes and habits while their culture is ever changing.

Such traits make long-term planning problematic according to Warc's Toolkit 2016, which quotes one researcher as saying five years is too far ahead ahead.

The age group's sometimes contrary nature is evident in the research which found 86% of GZ-ers use their smartphone several times a day, while  79% agree that people of their age spend too much time on digital devices.

Moreover 69% watch more than two hours of television daily, while 70% say they watch more than two hours of YouTube content daily.

Despite these apparent contradictions, there are some things that can be confidently stated about "Generation Swipe", including its affinity with digital technology.

Research conducted in Asia also suggests that access to technology by GZ-ers  is shaping not just media consumption but friendships and entire lives: in Vietnam, half of this age group said they felt most comfortable communicating via chat apps or text.

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: https://marketingtrendtracker.com/article.aspx?id=6801

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 ...

[Estimated timeframe:Q1 2016 Onward]

... 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.


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: https://marketingtrendtracker.com/article.aspx?id=6800



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