48 Marketing Trends found for Techno-Trends / non-digital

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4D Printing Predicted toTransform Commerce by 2025

Bottom Line: A recent report predicts that 3D printing will generate hundreds of billions of dollars annually by 2025. Meantime 4D printing looms on the horizon!

The report, Disruptive Technologies, from global consultancy McKinsey & Company, predicts that by 2025 the direct economic impact of 3D printing will generate between $230 and $550 billion annually. But to quote  Randy Bachman's 1974 rock hit: 'You Ain't Seen Nuthin' Yet'. If, as McKinsey suggests, 3D printing is set to "transform life, business, and the global economy", the potential impact of 4D printing will ...

[Estimated timeframe:Q1 2013 - 2025]

... rock the very roots of marketing, manufacturing and commerce.

So what's so remarkably different between 3D printing and 4D? 

The latter emulates 3D - but with one critical difference: the object (whatever it is) continues to evolve after manufacture.

OK, that sound far-fetched, the stuff of science fiction. But then a rocket was never supposed to be able to leave the Earth’s atmosphere and four-member guitar bands were never going to be big!

Jeff Kowalski, chief technology officer for Autodesk Inc, posits that the very earliest building blocks for that future are in place today.

Asks Kowalski rhetorically: "Before we stray into to that extra dimension [of 4d printing], what do we mean by 3D printing? 

"Say you want to make a metal part. Normally, you start with a large block of metal and mill, drill and grind bits off. To 3D-print that same part you start with a metal powder and, in much the same way as a bubble jet printer builds up a 2D image one row at a time, a 3D printer builds up the part one layer at a time. Using fusion techniques the metal powder becomes a solid."

What 4D printing offers is the opportunity for objects to change, to adapt to their environment, to respond.

According to Mr Kowalski, "the problem with objects today, conventionally manufactured or produced by 3D printers, is that they are unchanging.

“When we make most items today, that’s the end of their definition. Take a backpack, it achieved ‘backpackness’ when it was manufactured.”

What 4D printing offers is the opportunity for objects to change, to adapt to their environment, to respond.

Earlier this year, Skylar Tibbits, director of the Massachusetts Institute of Technology Self-Assembly Lab, created a stir with his talk on 4D printing at  the TED conference in February.

“We are looking at the ability to program physical and biological materials to change shape, change properties and even compute outside of silicon-based matter,” Tibbits explained.

He demonstrated a string of 3D-printed smart materials that reacted when it came into contact with water by folding into a cube.

“Imagine if water pipes could expand or contract to change capacity or change flow rate; or maybe undulate like peristalsis to move the water themselves,” he said.

And imagine too how this technology will impact - perhaps directly and certainly indirectly - on the global advertising and marketing scene!

Read the original unabridged 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: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6147

USA to Rule Top Tech Roost Thru' 2017

Bottom Line: The top three nations likely to drive global technology breakthroughs over the next four years are the USA, China and India.

Multinational consultancy firm KPMG has published its annual Global Technology Innovation Survey, naming the the nations most likely to spearhead major technology breakthroughs during the next four years. The survey is based on responses from technology executives across the globe who collectively believe that ...

[Estimated timeframe: Q3 2013 - 2017]

... the USA, China and India are the top three nations with the innovative potential to drive major technology breakthroughs. 

In KPMG's 2012 survey the USA and China shared the top spot. This year, however, 37% of the respondents named the USA as showing the most promise for disruptive breakthroughs, while China ranked second with 24% and India came third with 10%, followed by South Korea (7%), Japan (6%) and Israel (6%).

Moreover, India ranked second in becoming the leading innovation centre for the world, third in the list of the most promising countries for disruptive breakthrough and fourth-most friendliest technology innovation country.

The survey was conducted in the April-June quarter polling 811 business executives within organisations focused on technology activities. The survey sample comprised 34% from in the Americas, 37% in the Asia Pacific region and 30% in Europe, Middle East and Africa.

Read the original unabridged Livemint 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: Livemint.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6141

PayPal Plans New Currency for Space Tourism

Bottom Line: PayPal is reportedty mulling an intergalactic payments system for future space tourists.

Ebay product vice president Hill Ferguson last week told the AFP news agency that its PayPal payments business is seriously considering the creation of an intergalactic currency. Acknowledging that the idea might seem premature to many, Mr Ferguson insists that there's no time to waste. “At first you laugh it off and think it's crazy,” Ferguson commented, “but space exploration and the thought of commercialising space are ...

[Estimated timeframe: Q3 2013 onward]

... much closer than a lot of people would think.” 

Last week the company elaborated on its PayPal Galactic Initiative, citing the assistance of the US Space Tourism Society and the SETI [Search for Extra-Terrestrial Intelligence] Institute.

Meantime, PayPal is seriously mulling what future space travelers will use as cash.

The concept of space tourism is far from fanciful. Companies such as Virgin Galactic and Space X have already put the prospect of space tourism on the near horizon.

A space hotel that orbits Planet Earth is a possibility within the next three years, conjuring-up the prospect of porters to tip and room service to pay for with an extraterrestrial currency.

Says PayPal president David Marcus: “As we start planning to inhabit other planets, the practical realities of life still need to be addressed.”

"People there would probably still need to pay bills and tourists leaving Earth would need traveling money."

Read the original unabridged DW.de 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: DW.de
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6129

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

The 'ShareEconomy': A Challenge to Tomorrow's Marketers

Bottom Line: The predominant theme at this month's annual CeBIT trade fair in Hanover was the coming global 'shareconomy' - a trend that could upend traditional marketing.

The term "shareconomy" refers to the accelerating trend among internet consumers to share not only digital data but also organise sharing paradigms for tangible products. The trend is most evident among young people who share knowledge, product and personal experiences and music. Additionally, the trend is fast extending to ...

[Estimated timeframe:Q1 2013 onward]

... cars, bikes and other appliances which can be hired online on an hourly basis. 

According to Frank Pörschmann, the head of CeBIT: "Knowledge is the only resource that multiplies when it is shared. That's the core of what we are seeing today on social networks - in the age of Twitter and Facebook people are sharing knowledge, contacts and experiences.

"And that - what I call 'facebookisation' - is also a growing trend in the economy. Through it, the availability of knowledge as a scarce resource is widened - that can help the economy develop faster and bring about innovation."

Mr Porschmann is not alone in his enthusiasm for the concept. Mobile operators also want to be the drivers and beneficiaries of the shareconomy.

Because of the steadily falling prices of internet flat rates, mobile networks are forced to investigate other areas able to generate revenues in the future. Vodafone Germany, for instance, feattured at its CeBIT stand a new idea for a carsharing model.

Explains Vodafone spokesperson Kuzey Esener: "Using your smartphone, you find a car, book it, and open it."

Vodafone is also trying to offer integrated solutions to the working world because jobs are becoming more mobile, Esener says: "The trend spans many sectors. We are also linking the health sector and many other industries, which we're thereby making more efficient."

[Editor's Note: CeBIT is a German language acronym for Centrum für Büroautomation, Informationstechnologie und Telekommunikation. Literally translated: 'Center for Office Automation, Information Technology and Telecommunication'.]

Read the original unabridged Deutsche Welle 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: DW.de
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6054

Conventional and Digital Marketing Forecast to Meld in 2013

Bottom Line: 2013 will see senior marketers close the divide between digital and conventional marketing, with social principles infusing their brand efforts.

The latest forecast from global research and advisory firm Forrester predicts that top marketing executives worldwide will regard 2013 as more than 'just another year' of digital media’s growing influence in marketing. Specifically: marketers in the driving seat at consumer-focused companies will finally grasp ... 

[Estimated timeframe: Q1 2013 onward]

... that whether tactics are digital or otherwise, they'll need to drive positive customer experience and interaction with their brand/s. 

Although companies have been investing in digital marketing for years now, Forrester posits that there’s now "an understanding that on some level, all marketing is inherently digital".

On this basis of this understanding, the forecast predicts that interactive marketing budgets in the USA will account for some $50 billion, or 20% of all marketing expenditures. This trend will almost certainly be replicated in Europe and elsewhere in the world.

Even though companies have been investing in digital marketing for years now, Forrester analyst Corinne Munchbach argues that the attitudinal shift is driven by the long overdue realisation that at some level, all marketing is inherently digital.

As a result, she expects interactive marketing budgets within the USA to account for some $50 billion, or 20% of all marketing expenditures.

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=6006

Is China's Manufacturing Bubble Due to Burst?

Bottom Line: Rising labour costs, concerns over government-sponsored IP theft, and production timelags are causing companies such as Dow Chemicals, Caterpillar, General Electric, and Ford to start moving some manufacturing out of China and back to the USA.

The omens are inpropitious for China's real-estate and infrastructure bubbles in the long term, predicts a report just published by Singularity University - a nonprofit learning institution in Silicon Valley. But the menace to China’s currently rumbustious economy is not the I Ching. The threat is bigger and longer term: its manufacturing bubble. Subsidies, cheap labour, lax regulations and currency manipulation has enabled China to lure ... 

[Estimated timeframe: Q3 2012 onward]

... American and European companies into relocating their manufacturing operations.

This combination of multinationals' corporate greed and Chinese guile caused millions of US and European jobs to move to China, and manufacturing became the underpinning of China’s growth and prosperity.

But rising labor costs, concerns over government-sponsored intellectual property theft ... and production time-lags are already causing companies such as Dow Chemicals, Caterpillar, General Electric, and Ford to start moving some manufacturing processes back to the US.

Google recently announced that its Nexus Q streaming media player would be made in the US, thereby putting pressure on Apple to start following suit.

But political pressure and rising costs aren’t what’s going to rapidly change the equation. The disruption will come from a set of technologies that are advancing at exponential rates and converging.

These technologies include robotics, artificial intelligence, 3D printing, and nanotechnology. These have been moving slowly so far, but are now beginning to advance exponentially, reflecting the growth trajectory of computing overall.

Computing has advanced to the point at which the smartphones we carry in our pockets have more processing power than the super computers of the ’60s — and how the internet, which also has its origins in the ’60s, went on an exponential growth path some fifteen years ago and rapidly changed the way we work, shop, and communicate.

That’s what lies ahead for these new technologies.

Read the original unabridged article 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: Forbes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5883

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

'Wallet' to Power Google's Long-Term Offline Ad Strategy

Bottom Line: Aiming to boost its [relatively meagre] offline ad revenues, Google's new payment system, 'Wallet' will serve as the mechanism for closing the loop between off-line and on-line ad sales.

According to Marc Freed-Finnegan, senior business product manager for Google Wallet, the company aims to achieve this via its ability to analyze offline sales as it already does with online sales. Moreover, the firm claims its new technology will help media buyers make more strategic decisions thanks to attribution modeling. Says Freed-Finnegan ...

[Estimated timeframe: Q3 2011 onward]

... "We already know online ads impact [on] instore behavior. We would, however, like to help merchants have a better understanding of the real impact."

Merchants have begun to put a heavy focus on 'loyal' consumers, identifying those who continually return to either websites or physical stores to purchase products and services.

Freed-Finnegan said merchants will provide the point-of-sale data, and Google will then analyze the number of impressions, clicks and coupons generated and saved to Wallets. Combining the two manually at first will provide a starting point.

Google offers options to drive website and instore traffic, but the key remains finding the most valuable consumers through loyalty and rewards programs.

At present, says Freed-Finigan, "you can run a promotion and find it's only generating one-time customers."

But it's early days as yet and Google Wallet is in its infancy with only a handful of companies supporting the system. Vivotech provides the technology to enable payments and conduct transactions, while NXP Semiconductors, a Philips Semiconductors spinoff, supports Google Wallet via its chips.

The project, designed as an open platform, will encourage other manufacturers -- such as Broadcom, also a member of the NFC Forum -- to build out applications for the platform.

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=5674

TV, Print and Web Integrate to Launch World's First Augmented Reality Newspaper

Bottom Line: In a world 'first', Irish broadcaster TV3 and freesheet publisher Metro Herald have launched a newspaper that links via smartphone to deliver video content to consumers.

Dublin's Metro Herald free newspaper has allied with commercial TV station TV3 to launch the world's first "augmented reality newspaper" - a concept almost certain to be emulated across the globe by other media alliances. The venture will launch with five so-called 'smart editions' in which the newspaper will link with TV3.ie, the broadcaster's interactive website, enabling the paper's readers to engage via cameras in their smartphones or tablets with ...

[Estimated timeframe: Q3 2011 onward]

... video content provided by the station's FYi TV channel.

This, in turn, will take them to the daily What the Blipp? in-paper feature and to additional video content, provided by fyi.

The innovative concept was implemented via a deal with Blippar, which works by using the built-in cameras in smartphone or tablet’s to recognise real world objects and print, instantaneously providing digital connections to information or interactive entertainment on users' devices.

No scanning or photography is needed; users simply hold their device up to (or hover over) anything 'blippable' to obtain an instant response - for example a web link, video, coupon, a 3D product experience or an augmented reality game.

Metro Herald will also be using Blippar across additional editorial content, including a Guilty Pleasures daily poll, daily crossword answers and email the Mailbox (letters page). Also, by blipping the masthead, readers will be able to see an introductory video explaining how Blippar works.

Says Kiearan Forde, marketing manager for Metro Herald: "We know 70% of our readers now own a smartphone and internet usage via their handset is very high. Therefore, as a newspaper, we are always looking for ways to embrace smart technology and make our product as interactive as possible.

"We have already launched QR codes and an augmented reality campaign with Mazda into the Irish print market.

Metro Herald is a joint-venture between the UK's Associated Newspapers, Independent News & Media and The Irish Times.  

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

Source: SiliconRepublic.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5672

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