509 Marketing Trends found for Research / Market research


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Most Marketers Unprepared for EU's Upcoming Data Protection Law

Trend Summary: Most marketers remain unprepared for the EU’s General Data Protection Regulation [GDPR].


One thing is clear as marketers ready themselves for year 2018: They’re not yet prepared for today’s digital transformation - nor are they ready for the European Union's looming ...

[Estimated timeframe:Q4 2017]

... General Data Protection Regulation [GDPR].

According to Cambridge Massachusetts based Forrester Research, 80% of firms affected by the GDPR will not comply by next May.

Moreover, of those non-compliant companies, 50% will intentionally ignore the EU regulation. Predicts Forrester: "Firms have weighed the cost and risk factor and are taking a path that presents the best position for them."

Forrester also predicts that the remaining 50% of companies will try to comply and fail.

Moreover: “The sleeper issue of 2018 will not be compliance but how consumer advocate groups use GDPR to prosecute their agendas by using the regulation’s ‘right to be forgotten’ clause—exhausting companies’ resources and damaging their brands.”

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=7258

Cash Strapped Consumers Zip Wallets As UK Retail Sales Sag

Trend Summary: UK retail sales weaken as cash-strapped consumers hold back.


According to a survey conducted by the British Retail Consortium [BRC] on behalf of Barclaycard, UK retail sales in October declined by the most in seven months, indicating continued caution among consumers only weeks prior to ... 

[Estimated timeframe:Q4 2017]

... the crucial Christmas shopping season. 

The BRC reports that sales fell by one percent on a like-for-like basis and were up just 0.2 percent in total terms. In a separate report, Barclaycard said annual growth in household spending slowed to 2.4 percent last month from 3 percent in September, the weakest in more than a year.

Meantime Bank of England Governor Mark Carney said last week that while household finances have been “difficult” this year, “the worst of that real-income squeeze is ending.”

In addition to expecting inflation to peak this month, Mr Carney also forecasts a pickup in wage growth.

Read the original unabridged Bloomberg.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: Bloomberg.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7257

e-Commerce Continues to Gain Acceptance By China's Consumers

Trend Summary: e-Commerce continues to steadily gain acceptance among Chinese consumers.


Following four years of significant growth in China, there have been clear and noticeable changes in shopping and consumption habits, bringing about ...

[Estimated timeframe:Q4 2017]

...  clear and noticeable changes to shopping and consumption habits. 

According to volume two of Kantar Worldpanel and Bain & Company’s 2017 China Shopper Report: Keeping up with China’s Shoppers at Two Speeds, rising digital activity has had little impact on certain key elements of consumer behavior, such as brand loyalty.

While the second quarter of 2017 showed a slight uptick in sales, overall value growth for the first half was a mere 2% versus the same period in 2016, largely due to a volume decline of 3% and unimpressive average selling price growth of 2.3%.

Brands in China consquently face new realities that now guide many of them as they develop strategies for growth.

Read the original unabridged Kantar Worldpanel 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: KantarWorldpanel.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7256

UK Brands Lag World On Tech Innovation

Trend Summary:  A new ranking of the UK’s top fifty most valuable brands excludes any tech businesses.


According to UK based promotional products company BrandZ, the above trend is skewed toward telecoms, finance and utilities companies - a factor that is affecting ...

[Estimated timeframe:Q3 2017]

... the overall health of UK brands. 

BrandZ's latest ranking shows that 69% of the UK’s top fifty companies are in these three categories, compared to just 23% of the global top 50.

The remaining 31% fall into the ‘other’ category, similar to the global figure of 30%. There is then a yawning gap when it comes to technology, with 47% of the global elite in this category but none of the UK top 50.

Moreover, when measured on BrandZ’s five metrics of brand health – purpose, innovation, communications, brand experience and love – only 22% of the UK’s top fifty brands merited the ‘healthy’ tag. Most were simply ‘OK’ (64%) and a minority ‘frail’ (12%).

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=7254

Automated Market Research Techniques Invade Adland

Trend Summary: Brands are increasingly turning to automated marketing research techniques.


Machines are increasingly being used to automate a growing number of processes within the marketing world. Among these processes are  ...

[Estimated timeframe:Q3 2017]

... programmatic ad buying, artificial intelligence, chatbots and other emerging technologies.

These trends are changing the advertising, media and marketing landscapes, bringing with them new efficiencies and ways of working. 

The Marketing Week article cites in example the use of robots to test the effectiveness of advertising campaigns.

According to the article, brands want answers to specific creative campaign questions, such as messaging and execution, before a specific activity starts, specifically to assess how the target audience is responding and, when completed, to determine what ROI it has delivered.

Automation improves the accuracy of this kind of research, speeds up the collection of data and can save brands money.

It also makes ad testing more intuitive whilst enabling human researchers to spend more time analysing the results to produce the actionable insights that brands crave.

Read the original unabridged MarketingWeek.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: MarketingWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7245

Eurozone Economy Overtook USA Over Past Eighteen Months

Trend Summary: Over the last eighteen months the Eurozone Currency area’s GDP has grown faster than that of the USA.


The Eurozone’s economy quickened in Q2 2017, raising expectations that by 2018 the European Central Bank will begin to phase out its stimulus measures as the region gradually emerges from ...

 

[Estimated timeframe:Q3 2017]

... the shadow of the past decade’s financial crises.

The acceleration in the Eurozone’s recovery means it is playing a more equal role with the USA in driving global growth. Over the past eighteen months, the region has grown slightly faster than the USA, after lagging well behind in 2015 and prior years.

According to the Central Bank, if that pattern continues global economic growth should be stronger this year.

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=7244

UK Adspend Growth Slowest in Four Years

Trend Summary: UK advertising expenditure grows at its slowest rate in four years.


According to the Advertising Association/WARC Expenditure Report published today, UK advertising spend recorded its ...

[Estimated timeframe:Q3 2017]

... slowest growth rate since Q2 2013.

Although the overall market expanded, traditional media had a difficult start to the year, with cinema the only non-digital medium to grow during the quarter.

More significantly, total TV advertising spend dipped 6.2% in Q1 2017, the most severe fall since 2009. Radio (-0.1%), out of home (-0.6%), direct mail (-1.5%) and newsbrands (-11.2%) also recorded a decline in spend during the quarter.

According to James McDonald, Senior Data Analyst at WARC: “The latest data show that large retailers – particularly supermarkets – and major food brands reined in their TV spending by 25% during the first three months of 2017, instead committing to cutting prices on the shelves as household expenditure wanes.” 

Total TV ad expenditure is forecast to fall 1.9% this year, a 1.4 percentage point downgrade since the last AA/WARC forecast in April. However, losses are expected to be regained in 2018, with ad revenues growing 2.5%, partially due to the men’s FIFA World Cup.

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=7237

Fraud Cited As Biggest Ad Industry Challenge

Trend Summary: Ad fraud in the UK is the biggest industry challenge cited by both marketers and publishers.


According to a study conducted by London based internet marketing service Infectious Media, 33% of marketers say they are troubled by ad fraud, with brand safety in second place (26%) followed by ...

[Estimated timeframe:Q3 2017]

... viewability (21%), transparency (17%) and geocompliance (3%).

Differing slightly in their priorities, 44% of publishers consider ad fraud their biggest problem, followed by issues with transparency (cited by 19%), brand safety (18%), viewability (15%) and geocompliance (4%).

Says Andy Cocker, COO and co-founder of Infectious Media: “Many in the industry are understandably worried about advertising spend being wasted because of poor quality media in the supply chain”.

Moreover: "It’s crucial now that media agencies and ad-tech companies play their full part in increasing awareness and driving up standards.”

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=7235

AI Predicted To Galvanise Future Global Growth

Trend Summary:  The steady decline of corporate profits since 2010 threatens future investment, innovation and shareholder value.


According to Accenture Research, the traditional drivers of economic growth - labour, capital and productivity - are not delivering their usual lift, despite which the world could be on course for ...

[Estimated timeframe:Q3 2017]

... a new industrial revolution fuelled by artificial intelligence, boosting global economic growth back to its heydays of the 1960s and 1970s.

Says Accenture Research managing director Mark Purdy: "AI isn’t simply a technology that improves productivity, it’s a form of capital and a virtual labor force on its own, adding “it can be an individual factor of production by itself.” 

In a study across twelve developed economies, Accenture found that by 2035 embracing AI could double the annual economic growth rate of GDP.

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: http://marketingtrendtracker.com/article.aspx?id=7233

Uncertainty Drives UK Marketers Into Short Term Spending Strategy

Trend Summary: UK marketers lean towards short-term spending strategy.


Uncertain economic conditions in the UK are driving marketers to shift budgets into activation and digital advertising according to the  latest ...

[Estimated timeframe:Q3 2017]

...  Bellwether Report released today by UK advertising body, the Institute of Practitioners in Advertising [IPA].

The report for Q2 2017 is based on data drawn from a panel of three hundred UK marketing professionals, revealing that UK marketers have upwardly revised their internet budgets to the greatest extent since Q3 2007.

The increase in internet budgets fuelled growth in overall marketing budgets, which registered a net balance of +13.1% in Q2, compared to +11.8% in Q1.

Main media advertising also grew, although to a slightly softer degree than in the preceding quarter (net balance: +9.8%, down from +10.7%), as did PR (+2.1%) and events (+2.1%).

Other areas saw reduction, most notably sales promotions, which recorded a net balance of -10.7%, down on the previous quarter’s +1.2%. Reductions in budgets occurred in market research (-6.2%), direct marketing (-4.7%) and ‘other’ (-2.6%).

According to Paul Bainsfair, Director General of the IPA: “The election result has thrown further uncertainty into an already volatile environment".

“Specifically for marketers this has meant a desire, where possible, to seek out more activation-driven advertising. As evidenced strongly in this latest Bellwether Report, this has resulted in a further move towards advertising in the digital space.”

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=7230



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