38 Marketing Trends found for Human resources / Training/education


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Do UK Ad Agencies Lag On Behavioural Science?

Trend Summary: Few ad agencies in the UK are making behavioural science a key part of their offering.


It's almost eight years since OgilvyOne's Executive Creative Director Rory Sutherland first advocated the use of behavioural advertising whilst, meantime, American agencies are ...

[Estimated timeframe:Q1 2017]

... speeding ahead while UK agencies drag their heels.

According to Mark Bell, chief experience officer at Oliver Group UK, few British agencies have made behavioural science a key element in their offering.  

Says Bell: "Walk into any agency on Madison Avenue and you’ll see they operate differently. American agencies do a fabulous job of weaving behavioural economics into their upfront strategy."

"It’s evident in the clear distinction they make between behavioural planners and traditional comms planners. And it’s a smart approach too: the research comes first, so strategists can identify the behavioural theory that can inform the creative.

Bell argues that agencies in the UK are well equipped to be putting out the same level of work – "but we’re held back by our tendency to remain rooted in traditional agency structures".

He adds: "Aside from the behavioural wing of Ogilvy & Mather UK and Ogilvy Change, plus our own efforts at Oliver, there’s a sense that British agencies are too set in their ways to capitalise on how behavioural science could enhance their output".

Read the original unabridged TheDrum.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: TheDrum.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=7100

Generation X Muscles-In On US Boardrooms

Trend Summary: As older baby boomers retire, major US companies are turning to members of Gen X, those born circa 1965-1980.


Yesterday's edition of The Wall Street Journal reports that an increasing number of younger US baby boomers, now in their mid-50s, are taking over the leadership of major companies. Among firms that have recently appointed CEOs aged fifty or less are McDonald’s, Harley-Davidson, Microsoft and 21st Century Fox. According to the WSJ, management experts believe that ... 

[Estimated timeframe:Q3 2015 onward]

... younger bosses tend to share certain qualities.

As members of the first generation to use personal computers from childhood, the boomers are generally more tech savvy.

Moreover, they also spend more time wooing and retaining younger employees, whilst focussing on keeping products and services relevant to rising millennials - a group projected to constitute 75% of the workforce by 2025.

The WSJ article quotes Christopher H Franklin, 50 years old, who this month became ceo at Aqua America Inc, a water utility in Bryn Mawr, Pennsylvania.

Mr Franklin believes his generation of leaders is more focused on talent an technology than their predecessors were. He says he wants to delve deeper into hiring and retention than many chiefs typically do, in part by having Aqua’s VP of human resources report directly to him rather than to the general counsel.

“Talent acquisition and retention is a huge component of what we [new CEOs] need to think about,” Franklin said in an interview. “That is where you get to set the culture.”

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: https://marketingtrendtracker.com/article.aspx?id=6667

MBA Graduates Spurn Finance Careers, Embrace Tech

Bottom Line Trend: The crème de la crème of US business-school graduates are increasingly opting for jobs in technology rather than finance.


It's a significant trend, according to Wall Street Journal reporter Melissa Korn, who attributes the seismic career shift among graduates to to the lingering aftermath of the 2008 financial crisis. Moreover, Wall Street's long hours, ethos and scaled-back pay are additional turn-offs that channel newly minted MBA holders towards more voguish and equally well paid tech careers. At Harvard Business School for example ...

[Estimated timeframe: Q4 2013 onward]

... 18% of job-seeking students landed tech sector positions this year, up from 12% in 2012.

A similar shift is evident at the Yale University and Cornell University business schools, where the share of graduates opting for tech careers  more than doubled over the past two years. 

Conversely, just 27% of Harvard Business School graduates took jobs in finance this year, down from 35% in 2012. While at the MIT Sloan School of Management, that figure plunged from 27% to 16%.

At Stanford Graduate School of Business, historically a haven for digitally minded graduates, tech companies overtook financial services for the first time this year, with 32% of the class accepting tech jobs and just 26% opting for a career in finance.

Two years ago, those figures were 13% and 36%, respectively.

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: https://marketingtrendtracker.com/article.aspx?id=6205

China Will Rule World Economy by 2030

Bottom Line: By 2030 China's economy will become twice as big as that of the USA and larger than both the US and the EU combined.


According to Hu Angang, one of China's leading economists and dean of the nation's leading think tank, the Institute for Contemporary China Studies, China will become the world's biggest economy by 2020. Professor Hu makes the prediction in his new book, China 2030. However, his bullish forecast comes at a time when ...

[Estimated timeframe: Q3 2012 - 2030]

... there are concerns about China's short-term prospects with GDP growth.

This was slower than expected in Q1 2013, at 7.7% down from 7.9% in the final quarter of last year. 

According to the International Monetary Fund, China still has a significant hurdle to jump if it is to overtake the US, with China's $8.23 trillion nominal GDP reaching just over half (52%) of the USA's $15.68 trillion in 2012.

Nonetheless, the likelihood of matching the US sooner rather than later has certainly increased since Goldman Sachs 2006 forecast that China will be the biggest economy by 2025.

The Goldman prediction was also considered optimistic at the time but might now be seen as a conservative estimate given that the financial crisis has hit the US hard.

Since Goldman's 2006 prediction, China emerged in pole position when in February 2011 it overtook Japan to become the world's second-largest economy.

Mr Hu, who is a professor of economics at China's elite Tsinghua University and the author of no fewer than sixty books, is raising the stakes with his own prediction, venturing further than any forecast either in China or overseas.

He believes that China will be driven forward by what he terms "five engines":

  • Accelerating industrialisation
     
  • The nation's major role in a new globalized world
     
  • Its dominance in information technology
     
  • The rapid modernisation of its infrastructure in areas such as electricity supply and high-speed railways
     
  • The growing internationalisation of its own economy.

The Chinese national workforce of 780 million is five times larger than the USA's 153 million and it now devotes three million person/years to research and development (twice the USA's deployment), both factors adding to China's growth momentum.


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: https://marketingtrendtracker.com/article.aspx?id=6116

In-store Dieticians: Supermarkets' New Marketing Weapon

Bottom Line: US supermarket chains have unleashed a potent new weapon in the battle for customers' dollars - instore dieticians. It's just a matter of time before the ploy extends across the Atlantic.


Nutrition experts are emerging as a major influence at American supermarket chains such as Wegmans and Giant Eagle. Hundreds of qualified dieticians are now sited at major outlets, helping shoppers choose the best foods to shed weight, battle diseases or avoid allergic reactions. According to a recent survey by the US Food Marketing Institute ... 

[Estimated timeframe: Q2 2012 onward]

... one-third of stores already have a registered dietician at retail level, while 86% employ them on a corporate basis.

The trend is another sign that consumers are demanding more from their food providers as the Obama administration's health-care system puts a premium on preventive care. Moreover, it represents an increasingly powerful constituency for the nation's food marketers to win over.

While dieticians' primary mission is to assist shoppers, they are also a major brand asset for stores, many appearing on local radio and TV shows.

The publicity serves as a boost for supermarkets as they look to stay relevant in the face of increased competition from major drugstore chains such as Walgreens and CVS which have increased their food offerings.

Says food-industry analyst Phil Lempert who runs supermarketguru.com: "Supermarkets have lost 15% share over the past ten years, so they need to stave off and differentiate their offerings from drug, dollar and warehouse stores."

Today there are 500 - 600 retail dieticians, a numbert Lempert predicts will at least double within two years. The demand is so strong that he recently launched the Retail Dieticians Business Alliance to educate dieticians on supermarket operations.

It's a trend European giants such as Tesco, Carrefour and Sainsbury are unlikely to ignore.

Read the original unabridged AdAge.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: AdAge.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6075

US Marketers Home-In on Senior Citizens, Next Stop Europe?

Bottom Line: Indicative of the growing worldwide importance to marketers of 'senior citizens', a so-called 'Experience Center' will open in 2013 catering exclusively for the 65+ demographic.


The venture, sited in Louisville, Kentucky, is backed by The International Center for Long Term Care Innovation [InnovateLTC], a self-styled "business accelerator aimed at helping to deliver innovative products and services for the globe's aging population. Backed by the city's efforts to exploit this growing and lucrative market, InnovateLTC plans  ... 

[Estimated timeframe: Q4 2012 onward]

... 18,000 square-foot facility, claimed to  be "an Epcot Center for aging" that would draw consumers and industry leaders from across the country. The goal is to create what essentially would be a mall for fashionable and functional senior products, from furniture to cosmetics.

The project will aso serve as a 'living laboratory' in whch startups and other companies can demonstrate and test new products with a specific set of consumers.

One section will include a model home, called an 'idea house,' that will enable entrepreneurs to test and collect data on products designed to allow seniors to stay in their homes longer.

For instance, the bathroom might include new robotic-tub technology that helps lift seniors out of the bath. Another section will be filled with "eldertainment," such as virtual-reality games that promote fitness, mobility or rehabilitation.

One of InnovateLTC's clients is a Dutch company called Vita Care, which is developing "therapeutic motion simulation" systems that use video and vibrating chairs to simulate activities such as motorcycle riding or jet skiing. 

Assuming success stateside, it's seems invitable that the InnovateLTC concept will extend to Western Europe and beyond.

According to the company's website, InnovateLTC claims to be "deeply entrenched in academic research and has connections to several of the nation’s top universities".

Read the original unabridged AdAge article.


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

Source: AdAge.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5993

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: https://marketingtrendtracker.com/article.aspx?id=5938

EU Unveils Cloud Computing Strategy for Business Thru 2020

Bottom Line: The European Commission has unveiled a new strategy to drive European business and government productivity via cloud computing.


The European Commission, the executive arm of the European Union, has announced a new strategy aimed at "unleashing the potential of cloud computing in Europe". The document outlines actions to deliver by 2020 a net gain of 2.5 million new European jobs, and an annual boost of €160 billion in the trade bloc's GDP (around 1%). Commission vice-president Neelie Kroes explained the plan's underlying rationale ...

[Estimated timeframe: Q3 2012 - 2020]

... "Cloud computing is a game-changer for our economy. Without EU action, we will stay stuck in national fortresses and miss out on billions in economic gains. We must achieve critical mass and a single set of rules across Europe. We must tackle the perceived risks of cloud computing head-on."

Key actions of the strategy include: 

  • Cutting through the jungle of technical standards so that cloud users get interoperability, data portability and reversibility; necessary standards should be identified by 2013.
     
  • Support for EU-wide certification schemes for trustworthy cloud providers.
     
  • Development of model 'safe and fair' contract terms for cloud computing contracts including Service Level Agreements.
     
  • A European Cloud Partnership with Member States and industry to harness the public sector's buying power (20% of all IT spending) to shape the European cloud market, boost the chances for European cloud providers to grow to achieve a competitive scale, and deliver cheaper and better eGovernment.

According to Viviane Reding, Commissioner for Justice, Fundamental Rights and Citizenship: "Europe needs to think big. The cloud strategy will enhance trust in innovative computing solutions and boost a competitive digital single market where Europeans feel safe.

"That means a swift adoption of the new data protection framework which the Commission proposed earlier this year and the development of safe and fair contract terms and conditions."

Read the full 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: Europa.eu
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5935

Brazil Economy Predicted to Overtake Germany by 2022

Bottom Line: New predictions indicate that Brazil will overtake European powerhouse Germany to become the world’s fifth largest economy by 2022.


Brazil, although currently experiencing a blip on its upward economic graph, will shortly be back on course for growth according to the nation's economists, political pundits and business figures. The concensus in a poll of Brazillian movers and shakers conducted by daily newspaper O Globo is that the mighty BRIC nation will return to significant growth in the next few years, overtaking European powerhouse Germany to become the world’s fifth largest economy by 2022. Some of the business and politcal prophets polled are convinced that ...

[Estimated timeframe: Q2 2012 - 2022]

... Brazil will have become the world’s third economy by 2030. 

According to English language weekly The Rio Times, the nation's economy is predicted to double its current size over the next twenty years, expanding GDP from its current US$2.4 trillion to about US$3.5 trillion by 2022 - then to around US$5 trillion by 2030.

Some believe Brazil’s fortunes are even brighter than that. Opines the nation's richest man, Eike Batista, a Brazilian business magnate who made a fortune in mining and oil and gas exploration: “I envisage Brazil in amongst the three biggest world economies, with major social advances and sustainable growth.”

Coupled with increased foreign investment and government spending, this long-term prediction is based on the supposition that a staggering 70% of Brazil’s swelling population will be of working age.

And a sizable proportion of that population will be middle class with a good level of disposable income; and also that new reserves of natural resources will be available for exploitation, particularly in the oil and gas industries.

Politicians are also optimistic, but say the biggest challenge will be maintaining sustainable development. José Augusto Coelho Fernandes, Director of Politics and Strategy at the Confederação Nacional da Indústria [National Confederation of Industry] believes that the country’s future lies in the hands of Brazilians.

However, Mr Fernades qualifies this belief: “Of course global growth creates the best environment, but part of the solution is independent of that: we need more education, innovation, tax reforms, modernized labor rules, and more investment in infrastructure, regardless of the worsening [economic] crisis in Europe, the recovery in the US, and growth in China.”

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: RioTimesonline.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5893

The Future for 'Big Data' 2012-2020

Bottom Line: Forward-looking marketers worldwide must learn to co-exist with the implications of 'Big Data' as envisaged in a new joint report from The Pew Research Center and Elon University.


The Pew Research Center’s Internet & American Life Project and Elon University’s Imagining the Internet Center asked digital stakeholders to weigh two scenarios for 2020, select the one most likely to evolve, then elaborate on that choice. One sysnopsis sketched out a relatively positive future where Big Data are drawn together in ways that will improve social, political, and economic intelligence. The other expressed the view that Big Data might ... 

[Estimated timeframe: Q3 2012 - 2020]

... cause more problems than it solves between now and 2020.

Respondents to the Pew/Elon opinion poll delivered a decidedly split verdict.

53% agreed with the first [positive] statement positing:

Thanks to many changes, including the building of "the Internet of Things," human and machine analysis of large datasets will improve social, political, and economic intelligence by 2020. The rise of what is known as "Big Data" will facilitate things like "nowcasting" (real-time "forecasting" of events); the development of "inferential software" that assesses data patterns to project outcomes; and the creation of algorithms for advanced correlations that enable new understanding of the world. Overall, the rise of Big Data is a huge positive for society in nearly all respects .

But a substantial minority took a less optimistic view of the future with 39% agreeing with the second statement, which foresaw:

Many changes including the building of "the Internet of Things," human and machine analysis of Big Data which will cause more problems than it solves by 2020. The existence of huge data sets for analysis will engender false confidence in our predictive powers and will lead many to make significant and hurtful mistakes. Moreover, analysis of Big Data will be misused by powerful people and institutions with selfish agendas who manipulate findings to make the case for what they want. And the advent of Big Data has a harmful impact because it serves the majority (at times inaccurately) while diminishing the minority and ignoring important outliers. Overall, the rise of Big Data is a big negative for society in nearly all respects.

Respondents were not allowed to select both scenarios; the question was framed this way in order to encourage a spirited and deeply considered written elaboration about the potential of a future with unimaginable amounts of data available to people and organizations.

While about half agreed with the statement that Big Data will yield a positive future, many who chose that view observed that this choice is their hope more than their prediction. A significant number of the survey participants said while they chose the positive or the negative result they expect the true outcome in 2020 will be a little bit of both scenarios.

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: PewInternet.org
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5881



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