57 Marketing Trends found for Techno-Trends / Other

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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: http://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: http://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.

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Source: MediaPost.com
MTT insight URL: http://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.

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Source: MarketingWeek.com
MTT insight URL: http://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: http://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.

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Source: Blogs.wsj.com.
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6551

UK Ad Industry Smacks Lips at Prospect of Driverless Cars

Trend Summary: The UK advertising industry appears set for a major boost following an upcoming governmental review of the driverless car market.

The British Government is apparently eager for the UK to become a world leader in driverless technology - doubtless to the joy of the nation's advertising industry. To this end, the UK parliament will publish a code of practice in the coming spring which will give the green light to the testing of autonomous cars. Following a series of trials over the next two years, the government will undertake a full review of ...

[Estimated timeframe:Q1 2015 - Q4 2017]

... current legislation by the summer of 2017. 

Moreover, according to the Department of Transport, changes to the Highway Code and the MOT test will be necessary to accommodate driverless cars on UK roads.

Says Professor Stephen Glaister, director of the RAC Foundation: "These trials are not just about harnessing technology to make our travelling lives easier and safer, they also involve getting the regulation right."

Adds the professor: "Alongside the hi-tech innovation you need policy decisions on long-term, low-tech matters such as who takes responsibility if things go wrong. As and when these vehicles become commonplace, there is likely to be a shift from personal to product liability and that is a whole new ball game for insurers and manufacturers."

Meantime. influential trade body, the Institute of the Motor Industry, has issued a warning note voicing concern that, "while the government is pushing ahead with making driverless cars a reality, the service and repair sector does not yet have the skills and infrastructure in place to deal with the new technology".

In similar vein, research untaken last year by Richard Branson's Virgin Group, found that 43% of the British public wouldn't feel comfortable with the presence of driverless cars on the roads, while a quarter of those surveyed said that they would not get inside such a car!

Meantime, the UK advertising and media industries are doubtless licking their lips at the prospect of mega advertising opportunities as and when the inevitable happens.

Read the original unabridged BBC.co.uk 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: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6508

Industrial Internet of Things to Boost Global Economy by 2030

Trend Summary: The Industrial Internet of Things could add $14.2 trillion to the global economy by 2030.

In its latest overview paper Accenture plc - the UK headquartered multinational management consulting, technology services and outsourcing company - predicts that the principal driver of global productivity and growth over the next fifteen years will be ...

[Estimated timeframe:Q1 2014 - Q4 2030]

... the Industrial Internet of Things [IIOT].

Accenture defines the IIOT as "a network of physical objects, systems platforms and applications that contain embedded technology to communicate and share intelligence with each other, the external environment, and with people".

The firm also predicts that the IIOT will accelerate the reinvention of sectors that account for almost two-thirds of world output.  

The firm's paper asks rhetorically: "Are companies [and by extension, marketers] prepared to take full advantage of this opportunity? Are governments putting the right conditions in place to facilitate progress and capture benefits?"

Although a few pioneers are already reaping rewards from their early investments in the IIOT, widespread adoption is hampered by major challenges. However, Accenture believes that the IIOT offers a chance to redefine many business sectors and accelerate growth.

Read the original unabridged Accenture.com article.

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Source: Accenture.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6492

Driverless Cars Will Be On the Road by 2016-2019

Trend Summary: The head of self-driving cars for Google expects real people to be using them on public roads within two to five years.

Given that the automobile is planet earth's ultimate desirable consumer product, it's unsurprising that über-savvy Google is currently investing massive (albeit undisclosed) sums in the development of self-driving cars [SDCs]. According to Chris Urmson, the executive responsible for the company's SDC programme, the vehicles will remain in test mode for the foreseeable future. Meantime, the company's primary inital objective is the collection of data on ...

[Estimated timeframe:Q4 2015-2019]

... how the autos interact with ordinary vehicles and pedestrians.

The small, bulbous cars without steering wheels or pedals are being tested at a Google facility in California, where the company is working on sensors to detect road signs and other vehicles, plus software that analyses the gathered data.

Mr Urmson is reluctant to name a date for launching driverless cars on roads en masse, saying that the system has to be safe enough to work properly.

Addressing reporters at the Automotive News World Congress in Detroit last week, Urmson admitted that that Google doesn't yet know how it will make money on the cars.

His present goal is to reach the point where his test team no longer has to pilot the cars. 

"What we really need is to get to the point where we're learning about how people interact with it, how they are using it, and how can we best bring that to market as a product that people care for", he said.

Read the original unabridged Trib.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: Casper Star Tribune Communications
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6489

Internet of Things Set to Soar In 2015

Trend Summary: One billion wireless 'Internet of Things' devices will be shipped worldwide in 2015, 60% up on 2014, creating a consolidated global base of 2.8 billion devices.

A report published today by multinational consultancy Deloitte predicts that Internet of Things [IoT] specific hardware - for example a more expensive cellular modem, or a much cheaper Wi-Fi chip - is likely to soar to $10bn in 2015, while the services enabled by these devices will be worth circa $70bn. These services will also include ... 

[Estimated timeframe:Q1 2015 onward]

... all of the data plans necessary to connect a device over an IoT network.

Additionally, the IoT will necessitate professional services such as consulting, implementation and analysing the data, plus add-ons like an insurance policy discount for a telematics device in a car, or a wearable device for health purposes.

IoT hardware and connectivity revenues are currently growing at between 10% and 20% annually, while the concomitant apps, analytics and services are growing even more rapidly at 40%-50% per annum.

Although media attention may focus on consumers controlling their thermostats, lights and appliances (from washing machines to tea kettles), Deloitte predicts that 60% of all wireless IoT devices will be bought, paid for and used by enterprises and industries, while 90% of the services revenue will likewise be enterprise-driven.

Read the original unabridged Deloitte.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: Deloitte.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6485

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