312 Marketing Trends found for Research / Consumer research


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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 ...

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... 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.

[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: ChiefMarketer.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6855

Global eMail Users to Reach Three Billion by 2020

Trend Summary: eMail consumption worldwide will exceed three billion users by 2020.


According to a new eMail statistics report from Palo Alto headquartered analysis firm Radicati Group, eMail traffic worldwide will exceed three billion users by 2020 - an increase on the 2.6 billion worldwide email users recorded ...

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... in 2016.

The report is derived from Radicati's Worldwide Database of user population and enterprise IT adoption rates as well as from vendor briefings market share, revenue and sales. The definition of email users in the report includes both businesses and consumers.

The report predicts that eMail users will grow 3% year-on-year over the next four years.

Primary growth drivers include the continued standard of eMail in business communications, the need for email addresses to complete online retail transactions and the integration of email with nearly all other forms of digital communication such as social media, instant messaging etc.

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=6853

US Consumers Obsessed by Smartphone Viewing

Trend Summary: A new study released today confirms that Americans have become a nation of phone-obsessed multi-taskers.


According to New York headquartered professional services firm Deloitte, US consumers are looking at their smartphones eight billion times daily, increasingly doing so whilst engaged in other activities such as watching TV, shopping and even when they are ...

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... talking to friends and family.

The fifth edition of Deloitte's Global Mobile Consumer Survey 2015 uncovers many other findings of interest to marketers, among them American behavioural trends and the general lifestyle shifts associated with the soaring usage of mobile devices.

Deloitte also notes that "unprecedented levels" of multi-tasking whilst interacting with mobile devices has led to consumers being "more distracted than ever before".

The study reveals, for example, that more than one-third of all consumers use their smartphones without the prompt of an incoming message or alert.

Contrary to common beliefs, however, the youngest demographic [18-24 years] doesn't indicate high levels of mobile phone usage while watching TV "at least occasionally". The latter behavoural pattern is primarily attributed to those in the 25-34 age group.

Read the original unabridged Deloitte.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: Deloitte.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6848

Smartphones Will Drive mCommerce by 2017

Trend Summary: 2017 will pass a milestone for US e-commerce, with over half of digital buyers using a smartphone to make purchases.


The latest forecast by New York headquartered research firm eMarketer predicts that by 2017 95.1 million Americans aged fourteen years and upward (equating to 51.2% of all US digital buyers) will make at least one purchase via a ...

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... smartphone in 2017.

According to eMarketer retail analyst Yory Wurmser: “Most shoppers regularly browse and research on their smartphones, but they’re now also making purchases with them as mobile sites become better optimised and screen sizes grow."

Mr Wurmser also believes that "it's easier for shoppers to complete a purchase on their smartphone, driving up mCommerce numbers for the next several years.”

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=6844

Global Internet Connections Pass Billion Mark

Trend Summary: About ten new people per second connected to the internet for the first time during 2015, Google reveals.


According to Scott Beaumont, VP of Google Greater China, the strategies companies have built for engaging the first billion people to have connected to the internet has served them well, but when it comes to the next billion it’s a ...

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... whole different ball game.

Addressing the Media360 Summit in Hong Kong last week, Scott Beaumont, VP of Google Greater China revealed that “about ten new people per second connected to the internet for the first time in 2015.”

Mr Beaumont continued : “The pace of change is really quite startling and we’re looking at two billion more users getting connected in the next five years.”

He warned, however, that “what works now will not do so for the next billion [users] as they comprise a very different socio-economic make-up.”

“For example, they will be mobile-first and in many cases, mobile only. In Indonesia, mobile search makes up 70% while in China, 73% of internet users only use mobile as their primary device for internet access.”

Read the original unabridged CampaignAsia.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: CampaignAsia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6842

Mobile Loyalty Card Users Set to Reach Three Billion By 2020

Trend Summary: By 2020, over three billion mobile loyalty cards will be integrated into apps or operate as mobile-only.


According to a new study published by UK-based Juniper Research, 2020 will see more than three billion mobile loyalty cards integrated into apps or, alternatively, operate as ...

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... mobile-only.

The study found that brands and retailers are now responding to consumer demands for better integration with mobile devices.

Mobile loyalty programs tend to go hand in hand with mobile payments, despite their low rate of integration thus far. However, Millennials tend to adopt payment technology more quickly.

Moreover, improved targeting and personalisation has generated more activity from users and customers, ensuring that offers and deals are both relevant and timely.

As of December 2015, there were 1.4 billion mobile loyalty cards in use, and that number is set to more than double over the next four years.

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: www.mediapost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6828

New Technology Enables Realtime Online Personalisation

MarketingtrendTracker Summary: When it comes to realtime ad personalisation marketers may still be stuck on the basics.


Research conducted on behalf of Evergage, a cloud-based service that enables businesses to collect, analyse and respond in realtime to user behaviour on their websites and web applications, shows that in 2015 forty-nine percent of marketers worldwide expected to increase their spending on personalisation. This compares with with just 8% of respondents who intended to ...

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... decrease their budgets.

When asked about the types of personal and/or identity-related data used for personalisation purposes, marketers were most likely to cite the basics, such as email address (57%), name (45%), location (41%) and demographics (40%).

More advanced figures, such as location-related data (18%), lifestyle details (15%) and psychographics (8%), were far less common.

Research in 2015 by Econsultancy and IBM reported similar results.

Previous online purchases, as well as offline interactions and geolocation, were used by fewer than half of respondents.

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=6819

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

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 ...

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... 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.

[Estimated timeframe:Q1 2016 - Q4 2025]

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=6801



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