509 Marketing Trends found for Research / Market research


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Major Advertisers See Media as a 'Complex Headache'

Trend Summary: Most advertisers perceive media as a 'complex headache'.


A survey of marketers and media agencies conducted in January and February 2017 found that both groups believe advertisers media decisions primarily remain ...

[Estimated timeframe:Q1 2017]

... procurement-based.

The study, conducted by London headquartered media consultantancy ID Comms, also found that both groups (between them accounting for 79% of the survey's respondents) are convinced that such an approach is wrong and that media decisions should be based on strategic marketing factors, not just costs.

The study is based on answers from 178 marketing, media and procurement professionals around the world, primarily from Europe (74%) and the USA (18%).

The brands surveyed spend more than $22bn on global advertising annually, while the agency respondents came from all the major holding groups and independents.

Overall, 97% of respondents strongly agreed that “advertisers who take a more strategic and thoughtful approach to media will deliver a stronger marketing performance.”

Ninety-two percent of the agency respondents also felt that way, as as did 81% of the advertisers polled.

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=7108

CPG Marketers Now Spend More on Digital Than Traditional Ads

Trend Summary: Packaged-goods marketers now spend more on digital than all forms of traditional advertising combined.


A new online study of 600 brand marketers, retailers and shoppers by Cadent Consulting Group, a spinoff from WPP's Kantar Retail, reveals that the latter two groups give digital lower marks for effectiveness than ...

[Estimated timeframe:Q1 2017]

... any other marketing option.

According to Cadent this trend could cap growth in years ahead.

The survey also notes that shopper marketing, long one of the hottest areas of Consumer Packaged Goods [CPG] spending, has not only reached a plateau but also started to decline as a share of marketers budgets.

However, trade promotion remains one of the industry's biggest marketing line items, accounting for 46.2% of spending, according to a study of circa one hundred manufacturers.

Nonetheless the latter figure is down from more than 49% in 2012, with some marketers projecting that they will cut it further to around 43% in 2017.

Overall, Cadent reports that the CPG industry spends around $225bn on marketing, including in its mix spending on trade and consumer promotions.

Read the original unabridged AdAge.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: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7106

US Marketers Confidence Yo-Yos On Targeting and ROI

Trend Summary: US marketers confidence rises overall but fails to meet key objectives.


According to the 2017 edition of the American Marketing Association’s Marketers Confidence Index, marketers overall are more confident than they were a year ago. However, there's a downside - specifically that they are losing  ...

[Estimated timeframe:Q1 2017]

... confidence in the ability of their organisations to achieve some of the most vital goals in marketing - that they are investing in reaching the right customers.

Despite which, however, overall confidence this year has improved by six points to an index of 69 (out of 100 possible points).

The findings are based on an online survey of 304 US marketers conducted by WPP Group offshoot Kantar Vermeer, measuring the degree of optimism on the state of the economy.

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=7105

Live Video Finally Takes Off in USA

Trend Summary: It is estimated that 63% of US internet users in the 18-34 age group have watched live video.


A study conducted in January 2017 by consulting firms Warc and Deloitte Digital reveals that live video has the greatest potential when it focuses on newsworthy events that attract high rates of ...

[Estimated timeframe:Q1 2017]

... sharing and commenting.

According to eMarketer’s latest report by analyst Paul Verna, "US Live Video 2017: Still Buffering", consumer-uploaded streams tend to be especially challenging to monetise because of their unpredictable nature, although content from publishers and brands offers more potential.

The data points to the challenges of using live video for marketing purposes—or even the challenge of getting started. It should be noted, however, that it took marketers years to embrace YouTube, Facebook and Twitter, largely for the same reasons that make live video, in its current incarnation, problematic.

Read the original unabridged TheDrum.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: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7103

B2B Companies To Increase Adspend Budgets In 2017

Trend Summary: Despite an increased focus on storytelling and content marketing, a significant number of B2B companies intend to increase their ad budgets.


A recent survey by Boston Massachusetts headquartered brand strategy consultancy Spencer Brenneman found that 81.3% of B2B companies expect to invest more in branding efforts in 2017, with expected increases of ...

[Estimated timeframe:Q1 2017]

... up to 20%.

According to UK ad trade website The Drum, companies that have boosted their branding expenditure over the last five years have seen improved sales and landed more customers.

Moreover, Britain's advertising agency trade body, the Institute of Practitioners in Advertising, reports that marketing budgets overall continue to increase despite concerns over Brexit.

In the coming five years, 81.3% of B2B companies expect to invest more in their brand strategies, with an anticipated increase of up to 20% in 2017.

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: http://marketingtrendtracker.com/article.aspx?id=7098

European Ad Industry Bullish About 2017

Trend Summary: New data reveals that confidence levels in the European advertising and marketing industry are getting stronger.


The latest European Advertising Business Climate Index, compiled by the European Association of Communications Agencies [EACA] reached a figure of ...

[Estimated timeframe:Q1 2017]

... +19 in January 2017.

This trend represents a modest increase from the October 2016 level of +16, but is significantly up on the +7 registered last July.

EACA noted that the British ad sector in particular seems to be on a recovery path after the Brexit vote, as the confidence index rose sharply from +4.1 in October 2016 to +38.7 in January 2017.


The latest Expenditure Report from Warc, in conjunction with the UK Advertising Association, indicates that adspend is encouragingly on the increase, with third quarter spending up by 4.2% to break £5bn, while full-year spending is expected to increase by 4.4% to reach £21bn for the first time.


Across Europe, the German (+48), Croatian (+36) and Swedish (+33) markets also recorded high levels of business confidence in the EACA index, which is based on monthly data collected by the European Commission from 43,000 companies.

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=7097

Consumers Give Thumbs Down to Brands, Citing 'Poor Content'

Trend Summary: A study of people in thirty-three nations reveals that they couldn’t care if less if 74% of the brands they use disappeared.


The study, conducted by Havas Media Group, polled some 300,000 people, spanning thirty-three countries and 1,500 brands, and the bad news for marketers is that ...

[Estimated timeframe:Q1 2017]

... "people wouldn’t care if 74% of the brands they use just disappeared."

Moreover, survey respondents believe that: "60% of content produced by brands is poor, irrelevant or failing to deliver because it fails to inspire, entertain, educate, inform, help and reward."

Among the "content" that fails to "inspire, entertain, educate, inform, help and reward" are video games, F2F games, spectator events, sport events, live-stream events, physical activities, parties, home events, fundraising events, VIP experiences, celebrities collaborations and interviews.

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=7090

US Mobile Adspend Predicted to Double By 2021

Trend Summary: Annual mobile ad spending in the USA will reach $72 billion by 2021.


A new forecast from US media and telecommunications financial consulting firm BIA/Kelsey predicts that by 2021 spending on mobile media in the USA will have increased by ..

[Estimated timeframe:Q1 2017]

... 17% compound annual growth rate through 2021.

Assuming the firm's reckoning to be accurate, that's up from $33bn billion last year.

Of the overall mobile adspend, the location-targeted portion is projected to grow from last year's figure of $12.4bn to $32.4bn in 2021.

This growth translates to 38% of overall mobile ad revenues today -- growing to 45% by 2021.

According to BIA/Kelsey, one of the biggest mobile success factors for local mobile is "native thinking", which involves building content, apps and ads that fit the device’s unique form factor, as opposed to importing formats from legacy media.

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=7087

Data-Driven Marketing and Advertising Spend Soars

Trend Summary: Now that marketers worldwide accept data as vital to their work, they are spending more on data-driven marketing.


Given that data-driven marketing and advertising [DDMA] is currently flavour of the month, marketers worldwide are getting better at ...

[Estimated timeframe:Q1 2017]

... evaluating its effectiveness.

According to a new study - The Global Review of Data-Driven Marketing and Advertising published by the GDMA trade body - is based on an online survey of 3,283 thought leaders in the advertising, marketing, media and technology industries in eighteen countries.

The report found that eight in ten respondents regard customer data as critical to their marketing and advertising efforts.

More than half of these respondents had increased their spending on DDMA in 2016, compared to the previous year, although 36% said their investments remained flat, particularly across digital channels and related execution functions.

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=7086

UK Adspend Growth Defies Brexit Headwinds

Trend Summary: UK adspend tipped for growth in 2017 despite Brexit headwinds


The latest Advertising Association/Warc Expenditure Report predicts that advertising expenditure in the UK will grow by 3.2% in 2017, buoyed by consistent growth in internet advertising and ...

[Estimated timeframe:Q1 2017]

... quashing fears that a hard Brexit would bring the industry to a grinding halt. 

The forecast follows reports that UK adspend rose 4.2% in the quarter following the vote to leave the European Union which, according to the Advertising Association, shows that the industry is “defying uncertainty” caused by the referendum.

Moreover, the trend marks the seventh consecutive year of growth in the UK advertising market.

Notes Advertising Association chief executive Stephen Woodford: "That adspend held up after the referendum is another marker of the strength of the UK’s advertising and media industries".

Read the original unabridged TheDrum.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: TheDrum.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7085



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