57 Marketing Trends found for Techno-Trends / Other

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Digital Advertising Under Increasing Threat from Bots

Trend Summary: The US Association of National Advertisers [ANA] reports that marketers are experiencing a billion-dollar bot problem.

Internet robots (bots for short) are notorious for running illicit automated tasks over the internet - with digital ads especially vulnerable to bot fraud. Fraud in Digital Advertising, a body set-up by the ANA has launched an initiative to determine the level of bot fraud. Nor is the UK immune from this threat, with the BBC News reporting that ...

[Estimated timeframe: Q4 2014 onward]

... bots now account for 61% of web traffic.

One-fourth of all US video ads and 11% of display ads are viewed by fake consumers created by cyber crime networks seeking to grab a king-size slice of the billions of dollars spent on digital advertising.

Many of the bots are custom-made to carry out a specific activity, such as a DoS [Denial of Service] attack - forcing a server to cause a website or service to crash by flooding it with traffic - or to steal company data.

The bots also siphon money from brands by setting up fake websites or delivering fake audiences to websites that make use of third-party traffic. The report estimates that in 2015 US advertisers will lose circa $6.3 billion to bots.

According to the ANA, nearly one-fourth (23%) of all video ads are served to bots, while 11% of display ads are bot-infected. The ANA study indicates that bots account for 17% of all programmatic ad traffic and 19% of retargeted ads.

The bot data accrues from 181 advertising campaigns carried out by thirty-six ANA member companies.

The campaigns were measured for sixty days and accounted for 5.5 billion impressions across three million domains.

The campaigns measured were by major multinational brands, among them Ford, Walmart, Verizon, Prudential, MasterCard, Kellogg’s and Johnson & Johnson.

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=6469

Amazon's Pilotless Drones Set For Take-Off in UK

Trend Summary: Amazon is planning to test a fleet of unmanned delivery drones in Cambridge UK - a trend likely to spread worldwide.

Writing in today's Financial Times, European correspondent Murad Ahmed reports that the world’s largest online retailer has chosen the UK to launch Amazon Prime Air – a project using pilotless flying vehicles to deliver packages to customers within thirty minutes of online order placement. Some tech commentators have dismissed the drone project as a marketing gimmick but Amazon has already ...

[Estimated timeframe: Q4 2014 onward]

... advertised a series of jobs at Evi Technologies, a Cambridge based start-up acquired by the retail giant in 2012. The ads relate to the online retailer's Prime Air project, implying that Amazon is in gung-ho mode to develop the concept commercially.

The company is seeking aviation engineers and experts to conduct drone test flights, seeking candidates with "at least five years of experience - either manned or unmanned - of either civilian or military aviation.

Amazon’s rapidly expanding presence in the UK has has triggered controversy due to its tax avoidance practices following last year's revelation that, despite sales of £7.3bn in the UK, it paid a meagre £4.2m in British taxes.

Read the original unabridged FT.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: FT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6450

New Trends in Global TV Market

Trend Summary: A new report on the global media and entertainment industry identifies six trends expected to drive the future of television.

According to a new report released yesterday by London-headquartered professional services firm Ernst & Young, the future of the global media and entertainment industry - TV in particular - will be dominated by six trends. With increasingly saturated market conditions and intensified competition, growth in TV revenues has started to shift from new customer acquisition to generating value from existing customers." Among the future trends in the TV market is ...

[Estimated timeframe: Q2 2014 onward]

... the evolution of storytelling in order to make better use of an omni-platform environment.

In particular, ubiquitous screens will demand greater content mobility and, in particular, innovation in program discovery.

Other key factors include TV controls that drive new techniques to cut through programme clutter.

The report also predicts that future trends will include evolution in storytelling to make better use of an omni-platform environment. Other glimpses into the crystall ball include:

  • Ubiquitous screens demanding greater content mobility.
  • Innovation in programme discovery and television controls driving new techniques to cut through the clutter.

Summarises Howard Bass, leader of Ernst & Young's Global Media & Entertainment Advisory Services:  "Today, we are entering a unique era: portability, diversity and wireless technology enabling consumers to gain more control than ever before. [These trends] have fundamental implications on supply chains in media and entertainment industry".

Read the original unabridged ChinaDaily.com article.

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Source: Chinadaily.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6328

WiFi Set to Revolutionise Cellular Industry

Bottom Line Trend: Increased WiFi speeds are resulting in faster services for users and are set to revolutionise the cellular industry.

As an article in yesterday's Washington Post pointed out, just a decade ago America's WiFi networks achieved speeds of 54 Megabytes per second [8,000,000 bits per second]. Today we're hitting speeds of one GigaBytes per second [8,000,000,000 bits per second] or more. These advances aren't just creating faster internet experiences, they're also giving rise to ...

[Estimated timeframe:Q4 2013 - 2014 onward]

... a brand new crop of cellular services.

These alternatives to the traditional wireless carriers exploit the spread of cheap and plentiful WiFi, enabling them to deliver low-cost voice services, SMS [Short Message Service] and other components of phone, web, or mobile communication systems.

The USA is dominated by four national wireless carriers that operate their own networks. These companies charge relatively high prices.

Some of the cost is justified: in addition to providing mobile services, the companies have to invest in upgrading towers, buying the airwaves over which calls travel, and other infrastructure costs.

Small cellular companies, however, have no such overheads and are moving aggressively into the market, shaking up the status quo. Collectively, these businesses are called MVNOs — mobile virtual network operators.

By signing deals with the larger telco businesses, MVNOs can use the telcos' infrastructure without having to start from scratch. In some cases, MVNOs also cut costs by foregoing customer service teams. That can add up to savings that are passed on to consumers.

The trend is likely to cross the Atlantic and the Pacific any time now.

Read the original unabridgedWashingtonPost.com article.

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Source: WashingtonPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6210

Is This Apple's New Product Range for 2014?

Bottom Line: Bloggers predict a range of 'amazing new products' from Apple Inc.

In an attempt to second guess Apple ceo Tim Cook's tantalising hints about a raft of new gadgets due for launch in 2014, New York Times bloggers, Nick Bilton and Brian X Chen have come up with a number of interesting hypothoses about Apple's upcoming new gizmos. Among the duo's guesswork are ...

[Estimated timeframe: Q3 2013 - 2014]

... a cheaper, new iPhone model — perhaps one with a plastic back instead of metal.

Speaking at Apple's earnings call earlier this week, ceo Tim Cook hyped: “We are laser-focused and working hard on some amazing new products that we will introduce in the fall and across 2014.” 

Motivated by Mr Cook's titillating talk, bloggers Bilton and Chen predict that Apple's promised range of new products will include "”a very grand vision” for an Apple-brand TV set. Their guesses also include the so-called Apple iWatch, a wearable device which is expected to have a curved screen.

Conversely, Apple could enter an entirely new product category. But Messrs Bilton and Chen deem that unlikely, citing remarks made last year by Apple’s senior vp of worldwide product marketing, Philip W Schiller.

They also referred to predictions by other Apple executives about making “crazy stuff,” including an Apple car.

Read the original unabridged NYTimes.com article.

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Source: NYTimes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6144

Twelve Disruptive Future-Shaping Technologies

Bottom Line: A new report from The McKinsey Global Institute identifies new technologies that will transform and disrupt global business. 

Warns McKinsey.com's Disruptive Technologies report: The relentless parade of new technologies is unfolding on many fronts. Almost every advance is billed as a breakthrough, and the list of “next big things” grows ever longer. Not every emerging technology will alter the business or social landscape — but some truly do have the potential to ...

[Estimated timeframe:Q1 2013 - 2025]

... disrupt the status quo, alter the way people live and work, and rearrange value pools.

It is therefore critical that business and policy leaders understand which technologies will matter to them and prepare accordingly.

McKinsey Global Institute's Michael Chui defines disruptive technologies thus: "Advances that will transform life, business, and the global economy".

The report cuts through the noise and identifies twelve technologies that could drive truly massive economic transformations and disruptions in the coming years. The report also looks at exactly how these technologies could change our world; also their benefits and challenges, plus guidelines to help leaders from businesses and other institutions respond.

MGI estimates that in toto applications of the report's twelve technologies could have a potential economic impact between $14 trillion and $33 trillion a year come 2025.

This estimate is neither predictive nor comprehensive. It is based on an in-depth analysis of key potential applications and the value they could create in a number of ways, including the consumer surplus that arises from better products, lower prices, a cleaner environment, and better health.

Some technologies detailed in the report have been gestating for years and thus will be familiar. Others are more surprising.

Examples of the twelve disruptive technologies include:

  • Advanced robotics — ie increasingly capable robots or robotic tools, with enhanced “senses,” dexterity, and intelligence — can take on tasks once thought too delicate or uneconomical to automate. These technologies can also generate significant societal benefits, including robotic surgical systems that make procedures less invasive, as well as robotic prosthetics and “exoskeletons” that restore functions of amputees and the elderly.
  • Next-generation genomics marries the science used for imaging nucleotide base pairs (the units that make up DNA) with rapidly advancing computational and analytic capabilities. As our understanding of the genomic makeup of humans increases, so does the ability to manipulate genes and improve health diagnostics and treatments. Next-generation genomics will offer similar advances in our understanding of plants and animals, potentially creating opportunities to improve the performance of agriculture and to create high-value substances—for instance, ethanol and biodiesel—from ordinary organisms, such as E. coli bacteria.
  • Energy-storage devices or physical systems store energy for later use. These technologies, such as lithium-ion batteries and fuel cells, already power electric and hybrid vehicles, along with billions of portable consumer electronics. Over the coming decade, advancing energy-storage technology could make electric vehicles cost competitive, bring electricity to remote areas of developing countries, and improve the efficiency of the utility grid.

Read the original unabridged McKinsey 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: McKinsey.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6103

Sponsored Online Articles - Another Adland Trend?

Bottom Line: Advertorial - long believed to be as dead as the Dodo - has returned to the land of the living, according to a report in The New York Times.

The once-sacrosanct ethical dividing line between editorial and advertising became blurred in the 1960s by the emergence of 'advertorial' techniques. But, like so many other adland flavours of the month, advertorial was laid to rest within a decade. Now, Dracula-like, the technique has risen from the grave to reincarnate online. Specifically in an apparently independent series of articles in Mashable.com but paid for by ... 

[Estimated timeframe: Q2 2013 onward]

... Qualcomm processor chip brand Snapdragon - the sponsor of the Mashable.com series.

The New York Times notes that the Mashable.com article, titled What's Inside, "looked for all the world like the hundreds of other articles on the digital media site". But journalistically, they were something very different.

The articles, about technology topics in a wide variety of products, including modems and the Hubble Space Telescope, were paid for by Snapdragon, a brand of processor chip made by Qualcomm, and the sponsor of the series.

Most of the articles were written by Mashable editorial employees - presumably to Qualcomm's brief.

Another Mashable article on Google Glass technology was shared almost 2,000 times on social media, indicating that readers may not have cared, or known, if it was journalism or sponsored content, although the series was identified as such.

Advertisers and publishers have many names for this new form of marketing [sic], including 'branded content', 'sponsored content' and 'native advertising'.

But whatever it's called, the strategy of having advertisers sponsor or create content that looks like traditional editorial content has become increasingly common as publishers try to create more sources of revenue.

Read the original unabridged New York Times article.

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Source: NYTimes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6071

Networks and Wireless Tech to Drive UK Economy Thru' 2020

Bottom Line: A UK government report identifies the technologies most likely to drive the nation's economic growth through to the 2020s.

The review -Technology and Innovation Futures: UK Growth Opportunities for the 2020s – updates an earlier report commissioned in 2010 that examined over fifty technologies ranging from from genetech and other bio-related fields, to advanced agriculture, nanotech, advanced materials and similar sciences. Last week's update underscores the fact that ... 

[Estimated timeframe:Q4 2012 - 2020]

... technology has changed at an exponential pace over a mere two-year timescale.

In particular, the UK government notes the pace of changes in such areas as 3-D printing, robotics and energy production and management via technologies like smart grids.

According to Wall Street Journal blogger Ben Rooney: "One of the more interesting suggestions is the importance of smart fabrics such as technology woven into fabric which could be used to make clothes to monitor potential falls of an elderly wearer or the heart-rate of a patient.

Rooney also notes that: "What links many of the technologies that the UK government believes will be defining for the next decade is connectivity, they will rely on being able to talk to each other, to servers, or with sensors.

“There is also a stronger trend in the way that sensors, miniaturized communications and processing provide constant feedback and permanent connections to networks."

Read the original unabridged WSJ 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=5978

China Sets its Sights on Leading World Technology by 2020

Bottom Line: China aims to become a mainstream technological power by 2020 and world leader in innovation and science by 2049. Marketers and media owners take note!

With China now acknowledged as the world's second largest economy, its leadership sees science and technology as the nation's prime productive forces. Accordingly, the ruling Communist Party this week dedicated itself to driving growth through technology. The government's newly released framework document sets the goal for the country to be ...

[Estimated timeframe: Q4 2012 - 2020]

... "in the ranks of innovative nations" by 2020, spurring efforts to reform China's scientific and technological system.

The nation's leadership also aims to accelerate the building of a national innovative system and lay a foundation for the country to become a technological titan by 2049 when the nation celebrates the 100th anniversary of a united China.

The government document puts forward new measures to spur technological development, among them:

  • Enterprises should become pillar for innovation;
  • Supervision of research funds should be enhanced;
  • Outstanding researchers aged below 35 should be encouraged to lead scientific projects.

With the international economic meltdown continuing to unfold, China is at a key stage of transforming its development model. The country's overall technological strength and competitiveness have played a leading role in economic and social development and safeguarding state security.

The framework document sets the goal for the country to be "in the ranks of innovative nations" by 2020, urging efforts to deepen the reform of the scientific and technological system. It also aims to step up the building of a national innovative system.

The longterm implications for the world's businesses and marketers are significant.

Read the original unabridged 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: ChinaDaily.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5938

Low Labour-Cost Economies Beware: European Robots Rule!

Bottom Line: Could a recent news item in The New York Times presage a seachange in the global balance of economic power? Quite possibly yes - if an experiment at a Philips Electronics factory in The Netherlands extends beyond that nation's shores.

At the Philips Electronics factory in the Chinese city of Zhuhai, hundreds of manual workers use specialized tools to assemble electric shavers. On the opposite side of the globe at another Philips factory in rural Holland, 128 robot arms do the same work with gymnast-style flexibility as video cameras guide them through actions beyond the capability of ...

[Estimated timeframe: Q3 2012 onward]

... even the most skilled humans.

Reports The New York Times: "One robot arm endlessly forms three perfect bends in two connector wires and slips them into holes almost too small for the eye to see. The arms work so fast that they must be enclosed in glass cages to prevent the people supervising them from being injured. And they do it all without a coffee break — three shifts a day, 365 days a year."

Ok, so a single Swallow does not a summer make!

But it's a situation that could trigger a seismic change in the Western world's current practice of outsourcing manufacturing processes to low labour-cost economies in the Asia-Pacific region.

Predicts the NYT: "This is the future. A new wave of robots, far more adept than those now commonly used by automakers and other heavy manufacturers, are replacing workers around the world in both manufacturing and distribution.

"Factories like the one here in the Netherlands are a striking counterpoint to those used by Apple and other consumer electronics giants, which employ hundreds of thousands of low-skilled workers."

Claims  electrical engineer Binne Visser, who oversees the Philips assembly line in Drachten:“With these machines, we can make any consumer device in the world.”

Doubtless Apple Inc, the world's largest company [by share valuation], has already taken note of this trend - maybe asking itself whether US-domiciled robots might do a more cost-effective job than its current China-based subcontractor?

Read the original unabridged 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: NYTimes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5915

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