57 Marketing Trends found for Techno-Trends / Other

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Potent New Marketing Technology - The Sweet Smell of Success?

Bottom Line: Smell, according to psychologists, "is the most powerful and emotional of all the senses" ... a fact discovered and exploited since 1921 by the legendary Paris fashion designer and parfumier Coco Chanel. Ninety-one years later, brand marketers are also beginning to exploit the potency of smell.

Smell - the last  of humanity's six senses [relatively] unexploited by the ad trade - is finally gaining traction with brand marketers. Now, thanks to the development of electronic scent diffusers, as reported in MarketingTomorrow last month, the "me-too" pack is enthusiastically leaping aboard the olefactory bandwagon, according to today's Advertising Age. Environmental psychologist Eric Spangenberg of Washington State University calls it "a huge trend" ...

[Estimated timeframe: Q2 2012 onward]

... "[in which] the technology has advanced to the level where anyone can do it.” 

It seems Mr Spangenberg is not exaggerating. For example:

  • Singapore Airlines uses a scent called Stefan Floridian Waters to perfume the cabins of its airplanes.
  • Samsung has reportedly pumped the summery scent of honeydew melons into its New York flagship store.
  • British Airways diffuses the fragrance of meadow grass in business-class lounges.
  • The Mandarin Oriental Hotel in New York greets guests as they step in from the street with the aroma of Sequoia, a scent designed by Lorenzo Dante Ferro. 
  • Victoria’s Secret and Juicy Couture customers just walk into the stores and sniff the air, no longer having to hunt-down a sample bottle of the stores’ branded perfumes to experience their aroma.

Says Andrew Kindfuller, ceo of ScentAir, the largest manufacturer of scent diffusers in the US: “Brands realize now that this is a part of doing business. We’re implementing these systems in many different environments—not just hotels and retail—but funeral homes, retirement villages, and medical and dental and law offices.”

Reports AdAge: "According to Zev Auerbach, executive creative director for Miami-based Zimmerman Advertising, an ambient scent works best when it evokes imagery that’s tied to the merchandise.

“If you see a bathing suit in a store, and you smell the scent of ocean, you’re more likely to want to buy the suit and go on vacation,” he says. “It’s the combination of the see and the smell.”

Auerbach points out that such a connection isn’t just anecdotal. “This is pure science,” he says.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5785

Multi-Sensory Billboards Waft Across London, Claiming Enhanced Effectiveness

Bottom Line: London-based CURB Media has launched what it describes as the UK’s first ‘sensory out-of-home’ (SOOH) advertising platform, enabling billboard advertisers to embed scent, sound and even taste into their ads.

Self-styled ‘natural media company’ CURB provides clients with new and innovative ways for to communicate, using entirely natural and sustainable materials. The agency is initially offering its new SOOH system to outdoor ad specialist Clear Channel's media network. The new system claims to increase recall and enhance consumers' mood by... 

[Estimated timeframe: Q4 2011 onward]

... triggering the required emotions in those passing the displays.

According to CURB's website, the firm helps brands to amplify out of home media and PR effectiveness using innovative, cutting edge techniques. "We deliver attention-grabbing media helping clients stand out and inspire their audience."

Initially functioning via Clear Channel's digital media network, the platform enables advertisers to run multisensory ad campaigns.

According to the partners, major retailers are already using multisensory techniques to influence mood and engage customers on an emotional level, citing examples that include fast food restaurants playing instore music at a faster speed, in order to increase the rate at which diners eat.

Brands will be able to use surround-sound billboards that also deliver scent in a way that CURB founder Anthony Ganjou believes can both influence consumers’ moods and trigger a wide range of emotions.

Asks Ganjou rhetorically: "‘Did you know that the nose is responsible for triggering approximately 75% of daily emotions?"

"The scientific evidence in favour of multisensory communication is compelling, and we can now offer the technologies, methodologies and expertise across Out-of-Home and experiential events that have been retail’s best kept secrets for the past couple of decades."

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5731

'If You Don't, We Won't', US Tells China in Climate Change Clash

Bottom Line: Poles apart though they may seem, the sciences of global climate change and marketing are inextricably interlinked. Given the current standoff between the US and China, marketers, media owners and agencies would be wise to factor the strategic effects of global climate change into their future scenario planning across the next decade.

Reported The Wall Street Journal earlier this week: "A week before international climate negotiations are scheduled to start, the US has signaled it does not expect the world's economic powers to reach a legally binding agreement to cut greenhouse-gas emissions until 2020." This pessimistic statement was issued after China and the US both restated their positions on November 22, the former confirming it continues to ... 

[Estimated timeframe: Q4 2010 - 2020]

... resist legally binding cuts in carbon emissions; the latter that it will do likewise in the face of China's instransigence.

The confontation between the globe's two major superpowers has potentially damaging implications for world business, given that ongoing uncertainty over the next eight years could have dangerous side effects - not least for the marketing, media and advertising industries.

Likewise the economies of developing nations, which stand to lose the most in the event of rising sea levels and extreme-weather events, like droughts and floods, that scientists predict are likely to increase in frequency if global temperatures continue to rise.

According to Todd Stern, US climate envoy and lead negotiator: "With no major climate deal in sight until 2020, the US plans to stick to an emission-reduction pledge it made in 2009 in Copenhagen and implement a package of nonbinding agreements that nations reached last year in Cancun, Mexico."

Continued Stern: "What is true about Cancun and Copenhagen is that all major parties have taken steps together, which had never happened before," Stern told reporters Tuesday. The agreement may be nonbinding, but it "represents a solemn commitment by all the parties. No one takes it lightly."

Japan, Russia and Canada have said they don't plan to sign on to a second round of the Kyoto treaty unless the world's major emitters, particularly the US and China, also agree to cut their emissions - a stance also iterated by European countries.

Questioned earlier this week about progress in the US, where a road emissions-reduction program has failed to make it through Congress [thanks to the good ol' boy oil and coal lobbyists], Stern cited the work of President Barack Obama's administration to cut carbon-dioxide emissions from gasoline-burning vehicles and coal-fired power plants, two major sources of greenhouse gases.

The US Environmental Protection Agency has tightened vehicle-emissions standards, but the power-plant rules are still pending.

Meantime, the world's nations will meet in Durban, South Africa, next week to work out the details of the Cancun agreements. Delegates also will be negotiating a fund that would provide $100 billion per year by 2020 to poorer countries to develop clean-energy resources and offset the costs of handling droughts, floods and other effects of climate change.

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=5718

Obama Steps on the Fuel Economy Gas Pedal - Sets Target for 2025

Bottom Line: In a move with profound inplications for the US economy as a whole, the White House proposes new automobile fuel economy standards for car-makers that aim to double average gas mileage for passenger vehicles by 2025.

Says US Transportation Secretary Ray LaHood: "Think about what this means. American families would fill up their cars every two weeks rather than every week." MarketingTomorrow also invites you to consider the effect that achieving such a goal would have on the US economy as a whole ... a substantial reduction in the cost of shipping goods to consumers and consumer outlets ... a concomitant rise in average family disposable incomes ... 

[Estimated timeframe: Q4 2011 - 2025]

... and the beneficial knock-on effect on retailers' and manufacturers' bottom lines.

Proposed November 16, the rules mark the latest step in a lengthy campaign to reduce greenhouse gas emissions and oil consumption. They would build on the administration's ambitious standards that raise average gas consumption to 35.5 mpg over five years ending with the 2016 model year.

The latest standards would be phased-in starting with the 2017 model year.

When he disclosed his intent in July, President Barack Obama was flanked by executives from thirteen major automakers and the head of the United Auto Workers Union, signaling their broad support for the final proposal.

With exemptions and other provisions, actual mileage may be about 42 mpg for cars, with significantly lower requirements for light trucks, including minivans, SUVs and full-size pickup trucks.

The standards demand a substantial leap from the 2011 model-year average of 27.8 mpg and environmentalists praised the proposed new rules.

"These standards are the biggest single step any nation has taken to fight global warming," said Dan Becker, director of the Safe Climate Campaign at the Center for Auto Safety. "You will see most 2025 cars and light trucks getting the mileage of today's Prius and Ford Escape hybrid. Most of the changes will be under the hood."

Carmakers have backed both the current and the proposed standards, but the National Automobile Dealers Association [NADA] criticized the proposed rules for adding a claimed additional $3,000 to average vehicle prices by 2025.

Wails NADA: "This regulation gambles that millions of consumers will be able to afford thousands more for generally smaller, more expensive vehicles that may not meet their needs.  This policy is contrary to what most consumers are actually buying today, despite the wide availability of more fuel-efficient models."

But the administration asserts that the new fuel economy standards won't push Americans to drive smaller vehicles and pointed out that truck and SUV makers are already working to manufacture far more fuel-efficient versions of their current models.

Moreover, the new, combined sets of fuel economy standards will save Americans more than $1.7 trillion at the pump, according to administration estimates - equating to about $8,000 per vehicle. The standards also would reduce the nation's oil consumption by 2.2 million barrels a day — "enough to offset almost a quarter of the current level" of oil imports.

Another claimed benefit is that heat-trapping greenhouse gas emissions will be reduced by 6 billion metric tons over the life of the programs, according to Federal estimates.

The new standards will be open for public comment for 60 days after being published in the Federal Register. The administration said the Environmental Agency and the Transportation Department will also hold public hearings nationwide.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: LATimes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5713

Climate Change: "An Immediate and Grave Threat to World Health and Security"

Bottom Line: As planet earth's climate continues to ascend the thermometer, marketers are likely to experience a bitter chill - unless the world changes its current laissez-fair attitude toward climate change, warns a top level London conference.

Industry, finance, the military, consumers and marketers alike must accept major changes if the world is to avod ecological catastastrophe. That's the view of a high-powered convocation of doctors, academics and military experts attending a special meeting at the British Medical Association's headquarters in London on Monday. The meeting also warned that developed and developing countries alike need to raise their game. The conference also called upon ...

[Estimated timeframe: Q4 2011-2020]

... the European Union to up its current 20% carbon emissions target to 30% by 2020. As the United Nations summit in South Africa approaches, the London statement called on the EU to increase its ambition and pledge a reduction in emissions by 30% from 1990 levels by 2020, rather than the current target of 20%. 

Senior officers in the UK armed forces warned that the price of commodities such as fuel is likely to rise as conflict provoked by climate change increases.
A statement agreed by the meeting adds that humanitarian disasters will put more and more strain on military resources, and urges governments worldwide to adopt ambitious targets for curbing greenhouse gases.

Another key factor is food and water security which, said speakers, is interwoven with the climate issue.

Given that scientific studies suggest the most severe climate impacts will fall on the relatively poor countries of the tropics, UK military experts pointed out that much of the world's trade moves through such regions, with North America, Western Europe and China among the societies heavily dependent on oil and other imports.

Rear Admiral Neil Morisetti, climate and energy security envoy for the UK Ministry of Defence [MoD], said that conflict in such areas could make it more difficult and expensive to obtain goods on which countries such as Britain rely.

"If there are risks to the trade routes and other areas, then it's food, it's energy," he told BBC News. "The price of energy will go up; for us, it's [the cost of] petrol at the pumps - and goods made in southeast Asia, a lot of which we import."

A number of recent studies have suggested that climate impacts will make conflict more likely, by increasing competition for scarce but essential resources such as water and food.

The International Institute for Strategic Studies, for example, recently warned that climate change "will increase the risks of resource shortages, mass migration and civil conflict", while the MoD's view is that it will shift "the tipping point at which conflict occurs".

Alejandro Litovsky, founder of the Earth Security Initiative, said that even without the increasing effect of conflict, prices of essential goods were bound to rise: "From the year 2000 onwards, we have been seeing commodity prices climb, and this is not likely to stop.

"It is primarily driven by resource scarcity, and the trends suggest that depletion of these natural resources is unlikely to be reversed in the near future without drastic interventions."

He also said that degradation of natural resources such as forests and freshwater was removing much of the resilience that human societies formerly enjoyed.

Last week, multinational coffee house Starbucks warned that climate change threatened the world's coffee supplies in 20-30 years' time.

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=5689

US Auto Industry Agrees to Accept More Stringent Fuel Economy Standards by 2017

Bottom Line: Marketers will need to rethink their dialectic following an accord between the US auto industry and the Obama administration to progressively increase average fuel economy standands for gasoline-powered vehicles.

At a meeting at the White House last Friday, leaders of the American automobile industry met with President Barack Obama to sign an agreement that will more than double current corporate average fuel economy [CAFE] targets. These will expire in 2017 to be replaced by the new agreed criteria which effectively will ...

[Estimated timeframe: Q3 2011 - 2025]

... increase CAFE at 5% annually for cars and 3.5% for light trucks through 2021, with an overall target of 54.5 miles per gallon by 2025. The current timeline is 35mpg CAFE by 2016.

Speaking at the White House ceremony, President Obama said: "This agreement on fuel standards represents the single most important step we've ever taken as a nation to reduce our dependence on foreign oil ... so as we look to close the deficit, this agreement is a reminder of why it's so important that we have a balanced approach.

"We've got to make serious spending cuts while still investing in our future; while still investing in education and research and technology like clean energy, which are so important for our economy." 

Also present at the event to signify support for the initiative were the Big Kahunas of the US auto industry: Dan Akerson, ceo of General Motors; Alan Mulally, president/ceo of Ford; James E Lentz III, president and managing officer of Toyota Motor Sales USA and John Krafcik, who heads Hyundai Motor America.

The White House, Big Busineess USA and Joe Public are apparently of like mind with regard to the need to reduce the nation's reliance on foreign oil. 

A poll for the Pew Clean Energy Program taken between July 8 and 12, found that 91% of Americans believe dependence on foreign oil is a "very serious" or "somewhat serious" threat to US security, and those opinions pretty much cut across ideological lines.

Eighty-two percent of respondents said they support 56 mpg by 2025, with 68% saying they favor it strongly. The polls showed that "overwhelming majorities" in every demographic subgroup support increased fuel efficiency to 56 mpg, including 70% of Republicans, 87% of Democrats and 88% of independents. The 'pro' vote also cut across geographical regions.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Media|Post.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5633

Largest US Drugstore Chain Recharges Future of Electric Cars

Bottom Line: America's top drugstore chain delivers a high-voltage vote of confidence in electric cars.

Consumer uptake of electrically-powered cars has long been hindered stateside by three significant factors: purchase price versus gasoline-fueled cars; the time required for a full battery recharge; and the paucity of recharging stations -- the latter being the most significant stumbling block given the relatively low range of most electric vehicles. But an announcement last week by Walgreens, America's largest drugstore chain, redresses the refueling problem ...

[Estimated timeframe: Q3 2011 onward]

... with plans to install 800 electric vehicle [EV] charging stations across the country by the end of this year -- a move that will make it the nation's largest such facility.

What's more, there is ample room for growth, with 8,169 Walgreens locations across all fifty states, plus the District of Columbia and Puerto Rico.

Installations have already begun at more than sixty locations in the Dallas/Fort Worth area and Chicago.

Business Wire reports that the Walgreens charging stations will feature either a high-speed direct current charger that can add 30 miles of range in as little as ten minutes of charging time, or a Level 2 charger that can add up to 25 miles of range per hour of charge.

According to Mark Wagner, Walgreens president of community management and operations: "Consumer interest and enthusiasm has been incredible and we're excited to provide locations to charge up in neighborhoods across the country.

"As more Americans embrace environmentally sustainable technologies, our convenient locations make us uniquely positioned to help address the concern around accessibility or 'range confidence."

How long, wonders MarketingTomorrow, before Walmart, Costco, Home Depot and other US retail giants follow suit?

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: CSNews.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5627

Report Lists Newspaper Publishing Among 'Top Ten Dying Industries'

Although the US economy is progressing into recovery mode, not every industry is performing well. Industries go through life cycles which, largely speaking, are growth, maturity and decline. Second on on the list of the latter is the already moribund newspaper publishing business. Although the report, published by research firm IBISWorld focuses solely on the US market, its conclusions can also be held to apply to the European and Asian markets. The other candidates on course for oblivion are ...

[Estimated timeframe: Q1 2011 onward]

... wired telecom carriers (topping the hit list) whose market is fast being eroded by by cellphones and the internet.

The dominance of the web and digital media also puts newspaper publishers, record stores and video-rental companies on the roll of engangered species.

Cheap imports are blamed for a decline in mills and apparel manufacturers. Companies that rent formal wear are also counted among dying industries amid both competition from abroad and lower prices making owning your own formal wear a more attractive option than renting.

The only clear recession casualty that makes the list is manufactured home dealers (house-builders to you and me). The housing boom led to a surge in the industry, but now years after the bubble burst the sector has continued to struggle.

To download the full IBISWorld report click here.


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=5533

Boeing, Airbus Alert! China's C919 Passenger Jet to take-Off in 2016

The Commercial Aircraft Corporation of China (COMAC) has served notice on aeronautics' dominant duo - Boeing and Airbus - that their duopoly will for the first time face serious competition in the global passenger jet market. A life-size model of China's first homegrown large passenger jet, the C919, will be on display at the Beijing Scientific Achievements Expo over the period March 7-14. The display model's vital statistics are impressive ...

[Estimated timeframe: Q1 2011 - 2016]

... comprising the jet's cockpit and front part of the passenger cabin - the same size as an actual C919: 23 meters long, 10 meters wide and 5.6 meters high, according to COMAC's vice general manager Wu Guanghui.

The jet, which can seat up to 168 passengers, will have its first test flight in 2014. Deliveries are expected to commence in 2016, after the jet receives its airworthiness certification from the General Administration of Civil Aviation.

The C919 doesn't lack avid avian-watchers, having already taken its first 100 orders from six airlines, among them Air China, China Eastern Airlines, China Southern Airlines and General Electric's leasing arm.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: XinhuaNet.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5513

China Outpaces Rest of World in Global Patent Filings

The Geneva-based World Intellectual Property Organization [WIPO] announced last week that international patent filings by Chinese companies surged by 56.2% in 2010, compared with overall patent growth wordwide of just 4.8% during the the year. According to WIPO director-general Francis Garry, China's growth in patent filings is "astonishing". Conversely, however ...

[Estimated timeframe: Q1 2011 onward]

... none of the nation's universities made it into the top patent-filing university rankings, currently is dominated by universities from the USA and other developed economies.

In 2010, China filed 12,337 patents under the PCT [Patent Cooperation Treaty] system, up from 7,900 cases registered in the previous year, overtaking the Republic of Korea (ROK) as the fourth-ranked PCT filing country worldwide.

Two Chinese companies, ZTE Corporation and Huawei Technologies, were ranked among the top ten world applicants under the PCT system.

Northeast Asia was the most dynamic region in world PCT filings. In addition to China, Japan (ranked second) and the Republic of Korea (ranked fifth) also scored high in patent filings

The two Asian neighbours have respectively seen 7.9% and 20.5% increases in new patent applications. In comparison, the United States, the world's top international patent applicant, registered a 1.7% decrease in PCT filings during 2010 - the third consecutive year in which that nation has registered a negative performance.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: http://news.xinhuanet.com/english2010/china/2011-02/10/c_13724928.htm
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5498

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