33 Marketing Trends found for Techno-Trends / Other

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Brand 'China' Seen as Cool, Overtakes Foreign Rivals

Trend Summary: A global revolution in sentiment towards Chinese goods has spread, gaining new respectability for “Made in China” brands.

A quality Chinese brand has emerged, enabling the nation's manufacturers not only to catch up with their more established foreign rivals, but starting to surpass them in China and elsewhere. The Made in China brand no longer means ...

[Estimated timeframe:Q2 2016]

... cheap, inferior, and unfashionable.

Instead the 'respectable' Chinese brand has emerged, many of which have not only caught up with their more established foreign rivals but have started to overtake them - not only in China but elsewhere on the globe.

According to an article penned today by Wade Shepard in Forbes.com, 70% of smartphone sales in China back in 2011 were from three foreign brands: Nokia, Samsung, and Apple.

While Mark Tanner, the director of Shanghai-based consumer research firm China Skinny, recalls that “any self-respecting Chinese consumer wouldn’t be seen dead with a local brand.”

Now, barely five years later, this has dramatically changed.

Says Tanner: “Last year, eight of the top-ten smartphone brands were Chinese,”“with Huawei and Xiaomi in the top spots and local brands quickly eroding the two foreign brands, Apple and Samsung.”

Read the orginal 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=6895

Smartphone Ownership Predicted to Soar in Globe's Top Digital Markets

Trend Summary: Two thirds of people living in the world's top digital markets will own a smartphone by 2018.

According to the New Media Forecasts report from ZenithOptimedia, published today, 66.5% of individuals in key digital markets worldwide will have a smartphone by the end of 2018. In forty-seven leading countries smartphone penetration rose from 41.6% in 2013 to 49.5% in 2014 while ...

[Estimated timeframe:Q4 2015 - Q4 2018]

... penetration will reach 55.7% this year.

This fourth edition of ZenithOptimedia’s annual New Media Forecasts report provides snapshots of the current state of digital marketing in forty-seven countries, covering topics such as internet access, media consumption and online behaviour, and forecasts the rise of internet connections and smartphone and tablet technology.

The Asia Pacific and Western European nations lead smartphone and tablet adoption, while smartphone adoption is highest in the Asia Pacific and Western European regions.

Zenith expects these regions to maintain their lead for the next few years. Of the forty-seven markets studied, Singapore has the highest level of smartphone penetration, with 89.0% at the end of 2014. Zenith expects this will leap to 97.0% by 2018 as the government pushes ahead with its plan for universal Wi-Fi access.

Spain and Ireland follow close behind, with 86.7% and 83.0% penetration in 2014 respectively.

Read the original unabridged ZenithOptimedia 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: ZenithOptimedia.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6765

Cloud Computing Usership Surges

Trend Summary: Cloud startups are now selling computing power and storage for prices at or below Amazon’s and Google’s.

US-based 'cloud' comuting startups such as DigitalOcean and Backblaze have begun to compete for customers versus such titans as Amazon.com, Microsoft and Google. These startups have managed to underbid the giants in certain markets by keeping expenses relatively low, either by writing their own versions of the software needed to run a cloud or by handcrafting the hardware ...

[Estimated timeframe:Q4 2015 onward]

... needed to house one.

Cloud computing, or in simpler shorthand  "The cloud", also focuses on maximising the effectiveness of the shared resources. Cloud resources are usually not only shared by multiple users but are also dynamically reallocated per demand.

“All the tools we’re using really pay dividends,” says DigitalOcean Ceo Ben Uretsky. “I think that gives us a leg up.”

DigitalOcean rents out its computers for $10 per month or a penny and a half an hour, a price comparable to or below those at Amazon, Google, and Microsoft, according to researcher Scalyr, a specialist in fast search and analysis of operational data.

DigitalOcean is managing more than 100 million gigabytes of data, about the size of Facebook’s video and photo library when it went public in 2012.

Read the original unabriged 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: https://marketingtrendtracker.com/article.aspx?id=6724

AI Has Higher IQ Than Four Year-Olds - And Getting Smarter!

Trend Summary: The inexorable rise of Artificial Intelligence [AI] has begun with the advent of the ConceptNet 4 AI system.

Today's Daily Mail newspaper reports that an artificial intelligence system called ConceptNet 4 [CN4 hereon] recently underwent an IQ test designed for children and scored higher than an average four-year-old. After five tests focusing on word reasoning and vocabulary, a human pre-schooler scored 50, whereas conceptNet achieved a ...

[Estimated timeframe:Q4 2015 onward]

total score of 69. 

ConceptNet4 is an open-source project run by the Massachusetts Institute of Technology's Common Sense Computing Initiative. The team's CN4 was used in a study at the University of Chicago, using 'concepts' alongside what's known as a 'relation'.

When CN4 is asked to explain what a fawn is, for example, it understands that a 'fawn is a deer' rather than a 'deer is a fawn'. It does so by understanding the concept of the animal and the relation between the two words and concepts.

ConceptNet also demonstrated it has a wider vocabulary than a four-yeard old child, achieving a score of 20 versus 13.

According to the researchers: "The ConceptNet system scored a WPPSI-III VIQ that is average for a four-year-old child, but below average for 5 to 7 year-olds. 

The test used in the study was the Wechsler Preschool and Primary Scale of Intelligence, developed by David Wechsler in 1967 to measure the intelligence of children aged 2 years 6 months to 7 years 7 months.

Read the original unabridged DailyMail.co.uk article.

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Source: DailyMail.co.uk
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6723

Marketing Budgets Rise Globally Thanks to Digital and Mobile

Trend Summary: Marketing budgets rise globally, while new media earthquake intensifies.

According to the latest edition of the World Economics Global Marketing Index [GMI], worldwide growth in August registered a value of 55.1, little-changed from the previous month. This indicates that marketing activity is still expanding steadily on a global level with growth recorded in ....

[Estimated timeframe:Q3 2015]

... all regions.

Headline GMI values for Europe, the Asia-Pacific region and the Americas stand at 56.4, 54.3 and 54.5 respectively. 

The aggregated America’s GMI value for the Americas disguises two very different economic climates since North America, with a GMI of 60.9 shows very strong growth, while South American countries, are showing decreasing marketing activity, with a GMI of 42.0, below the 50.0 no-change figure.

This contrasting climate is congruent with the findings of the World Economics SMI’s Standard Media Indices [SMI's] for the United States and Latin American economies. The USA is enjoying solid levels of economic growth whereas Latin America as a whole is now in recession.

The share of internet media (Digital and Mobile) in marketing budgets continued to expand rapidly in August. Digital advertising registered a high Index value of 73.8 globally. while mobile advertising registered an Index value of 71.0.

The two media grew at very strong rates in all regions apart from South America where the Index value for Mobile of 45.2 indicates a fall in spending in the medium.

Nevertheless, Digital still grew very strongly in the region with an Index value of 61.3 even when compared with a value of 71.5 in North America. At current rates of growth, Digital and Mobile should have the largest share of marketing budgets by 2016, after being close to zero at the Millennium.

Meanwhile, traditional media generally continued their decline in August. The allocation of marketing budgets assigned to TV recorded an index value of 45.3, below the 50.0 ‘no change’ level.

This was the ninth consecutive month that the global TV index indicated a fall in spending in the medium.

Expenditure allocated to TV fell in the Americas with an index value of 39.9, and of 29.0 in South America. The medium’s share of budgets also fell in the Asia-Pacific region where the index recorded a value of 45.3, while TV in Europe showed continuing weak but steady growth with an Index value of 52.4.

Read the original unabridged Global Marketing Index 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: World Economics.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6706

Apple to Restrict Its Ads to Wealthier Consumers

MarketingtrendTracker Summary: Apple Inc has recently filed a patent for technology that will only advertise products it thinks you can afford. 

Apple Inc's latest patent application will target ads to specific customers based on their bank account status and credit card limits. Specifically, the application is for technology that will target a select group of users deemed most likely to respond to  ...

[Estimated timeframe:Q3 2015 onward]

... Apple's ads.

Assuming Apple's latest consumer marketing wheeze suceeds, it's likely other companies will emulate the latter's lead.

States the California based company's patent application: “The common profile of users may be based on the amount of pre-paid credit available to each user.”

“An advantage of such targeted advertising is that only advertisements for goods and services which particular users can afford, are delivered to these users.”

Or, put less eloquently: "If you've got the moolah, Apple will advertise their products to you. If you don’t, they won’t!

Comments Consumist.com journalist Kate Cox: "Customising ads based on your supposed demographic profile is nothing new. Back in 2012, for example, Orbitz decided to prioritise more expensive hotel listings in results for Mac users, on the basis that users of that brand would be willing and able to pay for a premium experience rather than hoping to find the best deal."

Adds Ms Cox: "There is now an entire industry based on mining and aggregating and sorting out every detail about every digital profile in order to target advertising in just that way."

Read the original unabridged Consumerist.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: Consumerist.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6679

Personality Data Boosts Marketing Effectiveness

Trend Summary: Social scientists in the USA have developed technology that provides insights into customer buying motivations.

MotiveMetrics, a SaaS [Software as a Service] platform that uses the science of personality to improve marketing results, has released new indices that reveal key personality traits of buyers across several industries including media and communications, technology and retail. According to the firm's president and co-founder Dan Cudgma: "Modern psychology research tells us that the way people use words is ...


[Estimated timeframe:Q3 2015 onward]

... inextricably linked to their personalities.

According to Mr Cudgma: “It’s a relationship that’s both quantifiable and almost impossible to fake, meaning it can’t be manipulated.”

The California-based company recently conducted a survey of more than 125 chief marketing officers, asking how they would characterise the personality of their company’s Twitter following.

The findings demonstrate that most marketers are unable to accurately identify the key personality traits that trigger purchase decisions.

Explains Cudgma: "We established a representative sample by identifying Fortune 500 companies for each respective industry. “We then analysed the Twitter followers associated with each index, which ranged from 10k-50k individuals depending on industry size.

"The survey response data was compared to the analysis of the survey respondents’ Twitter followers, which was used as a proxy for the respondents’ customers.

For the “sale prone” comparison, anyone beyond the 60th percentile is sale prone, and anyone under the 40th percentile is sale averse.”

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: https://marketingtrendtracker.com/article.aspx?id=6663

Unilever to Invest in Retail Outlets and Tech Start-Ups

Marketing Trends Summary: Unilever is to invest in tech start-ups able to provide it and its retail partners with sustainable solutions to consumers' ecommerce experience.

The Unilever Foundry, the FMCG giant's startup programme, is hosting an event  later this month titled ReHack 2015 which, according to the company's e-commerce innovation & strategy manager Joe Comiskey, aims to invest in businesses that can find ways to help online retailers to ...

[Estimated timeframe:Q2 2015 onward]

... reduce waste and give back to charities.

According to Mr Comiskey: “I think there’s many areas that can be changed for the better, packaging especially. We need to find a way to think about doing online deliveries at warehouses without the need for shelf-ready packaging, which is only really needed in-store, to cut down on waste."

Unilever has invested heavily in its ecommerce offering over recent years, the company's stated aim being to grow its global e-commerce sales by 40% by the end of 2015, achieving this via  personalisation and creating direct-to-consumer websites as it did for its Maille mustard brand.

Comiskey, however, insists that the ReHack 2015 event on June 25/26, is primarily about Unilever's effort to drive sustainability in online retail as opposed to its own ecommerce efforts.

Unilever’s "sustainable living brands" such as Dove and Ben & Jerry’s accounted for half of the company’s growth in 2014 -twice the rate of other brands in its portfolio.

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: https://marketingtrendtracker.com/article.aspx?id=6651

B2B eCommerce Revenues Forecast to Hit $1.1 Trillion by 2020

Trend Summary: Business-to-business e-commerce sales in the USA. will grow from $780bn this year to an estimated $1.1 trillion by 2020.

A new report from Forrester Research predicts that over the next five years e-commerce will account for 12.1% of all business-to-business [B2B] sales in the USA - an increase on this year's 9.3% growth. It's a marketing trend likely be replicated throughout the developed  world. According to the report's author, principal analyst Andy Hoar there are ...

[Estimated timeframe:Q2 2015 - Q4 2020]

... two types of B2B buyer.

Firstly there are empowered end users who personally buy their own travel, print and IT materials, likewise client entertainment and other home office overheads, then charge these expenditures back to their company.

Alternatively, there are full-time professional buyers who purchase all of their company's requirements en masse.

The Forrester study found that 74% of B2B buyers research approximately 50% of their work purchases online, while 30% of B2B buyers transact at least half of their work purchases online.

By 2017, Forrester expects that around 56% of B2B buyers will complete at least half of their business purchases online.

Comments Forrester's Andy Hoar: "We are also seeing companies moving offline-only customers online, because it's less expensive to support them."

The report also notes that one of the fastest-growing segments in B2B e-commerce is electronics, particularly among engineers who now buy such products online.

Read the original unabridged AdAge 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: https://marketingtrendtracker.com/article.aspx?id=6650

EU Moves to Head Off US-Asian Digital Dominance

Trend Summary: The European Union is to back a new alliance of EU industry, aiming to spur innovation into connected devices.

Speaking earlier this week at a tech conference in Brussels, the European Commission’s digital economy commissioner Gunther Oettinger vowed to get its traditional hardware industry online before the likes of Google and Apple build their own automated cars and connect the world’s objects to the internet with their proprietary software. Flinging down the gauntlet Mr Oettinger said ...

[Estimated timeframe:Q1 2015 onward]

... “The EU will become a digital world player as we successfully did in aerospace and automotive technologies.”

He also emphasised that Europe’s future industrial competitiveness will largely depend on its.capacity to develop high-quality software.

The aim, he said, is to create a single digital market to make it easier for local technology businesses to grow, whilst making it more difficult for foreign internet companies to overshadow their EU counterparts.

Oettinger also announced the imminent launch of a new EU-backed alliance, intended to spur innovation into connected devices. The alliance includes such major European industrial names as Phillips, Bosch, Orange, Alcatel, Nokia, Siemens,Telefonica and Volvo.

Posits Mr Oettinger: "Bringing European industry online ultimately has to benefit European citizens and European labour markets”.

“Europe has world-class expertise in building complex systems such as cars, trains, planes plus highly complex machinery and sophisticated software. We see new businesses that didn’t exist a few years ago and are now world leaders in their sector, and they are getting a grip on an ever-wider section of economic activity.”

Oettinger warned that if Europe doesn't become tech-proactive, products and services that address society’s new challenges will come from other parts of the world, primarily the USA and and South Korea.

Read the original unabridged Blogs.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: Blogs.wsj.com.
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6551

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