33 Marketing Trends found for Innovation / Other


To minimise / maximise the insight just click anywhere within the orange box
Significant Shift of Media Buying from Ad Agencies to In-House

Trend Summary: Many of the world’s largest advertisers have moved their media-buying in-house thanks to programmatic technology.


Describing the analysis as a “recent check with industry contacts,” Pivotal Research Group analyst Brian Wieser today published a report to shareholders, noting that fifteen of ...

[Estimated timeframe:Q1 2017]

... the world's top two hundred advertisers have shifted media-buying away from their ad agencies and brought it in-house thanks to their new-found ability to buy media programmatically.

According to Wieser, his analysis is based on a "recent check with industry contacts". He also notes that "fifteen of the top two hundred advertisers have taken media-buying away from their ad agencies and brought it in-house because of their ability to buy it programmatically". 

He also explained that in-house media buying exists along a continuum, with a range of responsibilities divided between marketer and agency.

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: https://marketingtrendtracker.com/article.aspx?id=7114

Is This the Beginning of the End for Trad Ad Agencies?

Trend Summary: US companies in-house advertising and communications units have multiplied at the expense of traditional ad agencies.


According to the USA's Association of National Advertisers, in 2008 just 42% of its member companies had in-house agencies. By 2013 however, that figure had risen to nearly 60%. These in-house units boast hundreds of staffers who create everything from print collateral and social posts to ...

[Estimated timeframe:Q4 2015 onward]

... big budget multimedia campaigns.

The Boston-based In-House Agency Forum [IHAF] serves the needs of this growing community of marketers via the delivery of thought leadership, industry insights and networking opportunities.

By 2014 IHAF's membership swelled from 150 to 250 companies and now includes heavy hitters such as American Express, Blue Cross Blue Shield, Boeing, Coca-Cola, HP, Lego, McDonald's, Nestlé and Raytheon.

One of the biggest advantages in having an in-house agency is its unlimited opportunity to learn from within - something external agencies are hard-pressed to do. Being part of the same company, marketers live and breathe the culture and the brand. The client's products are your products.

According to Marta Stiglin, a long-time member of IHAF's board of directors and its former chairman, one of the biggest misconceptions is that IHAF cannot attract and retain the same calibre of strategic and creative talent that external agencies can.

Says Ms Stiglin: "That simply isn't true. What's essential when staffing any type of organisation, internal or external, is that you hire the best and brightest people you can. If you hire "B players," you'll end up with a "B team."

Read the original unabridged AdWeek.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: AdWeek.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6794

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

Email Epidemic Damages Efficiency, Claims Expert

Trend Summary: A renowned UK psychologist reports that compulsion to deal immediately with incoming emails causes UK employees to be less productive than those in other nations.


According to Sir Cary Cooper, professor of organisational psychology and health at Lancaster University and former advisor to the UK Government Office for Science on mental health in the workplace, the effect of what he dubs "an email epidemic" is ...

[Estimated timeframe:Q2 2015 onward]

... not good for the health of the UK.

Sir Cary is also concerned at the possible adverse effects on people who work at nights and weekends on inbound and outbound emails, and advocates an imposition of limits on internal email.

"We need to ban emails [sent and received] within the same building," he said, and instead argues for face-to-face meetings and phone calls.

To underscore his point, Professor Cary referred to recent data from the Office for National Statistics which indicate that the UK has the second-lowest rate of productivity of all leading G7 industrial nations, lagging the USA, Germany, France, Italy and Canada.

However, Sir Cary acknowledges that email use is not the only factor involved, citing Britain's developing "macho culture", in which employees want to be seen to be available by email at all hours, causing stress and depression and making workers less efficient.

French IT services giant Atos, made headlines in 2011 when it revealed it was banning the use of internal emails as part of a longer-term goal of ending email use altogether.

 Read the original unabridged BBC.co.uk article.


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

Source: BBC.co.uk
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6595

Digital to Drive New Personalised Customer Services

Trend Summary: The rise and rise of digital media is driving businesses to offer personal and intuitive customer experiences.


The digitisation of (almost) everything is changing how businesses evolve services and products for their customers, according to a recent report from multinational management consulting and technology services company Accenture. The digital winners will be businesses that tailor their interactions with consumers to be more personal, ensuring thereby that ...

[Estimated timeframe:Q1 2015 onward]

...  their offerings connect more smoothly with the outside world, creating anticipatory and unobtrusive services.

Three overarching themes are shaping what experiences consumers will welcome and what they will reject,” says Mark Curtis,  the report's author and chief client officer for Design and Innovation at Accenture Interactive.

Predicts Curtis: “Experiences will become more personal, for example through (1) the return of real people in some customer service areas as opposed to entirely automated systems. (2) Organisations will better manage and finesse connections between services, devices and places while (3) intelligent services will anticipate our intent and automatically perform routine, underlying transactional tasks.”

The Trends 2015 report, developed by Accenture offshoot Fjord, highlights nine major design and innovation developments shaping the creation of digital and digitally-enabled customer experiences.

Read the original unabridged Accenture.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: Accenture.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6522

TV to Emulate Online With Targeted Ads

Trend Summary: Advertisers and TV networks are using new technologies to pinpoint specified audiences.


Until recently, Choice Hotels International, the holding company for the Comfort Inn and Sleep Inn hotel chains, regarded ABC’s Good Morning America as the prime TV programme for targeting likely travellers. This assumption, however, is no longer valid thanks to a seismic shift in ...

 

[Estimated timeframe: Q4 2014 onward]

... marketing thinking.

These days Choice Hotel's marketing minds have concluded that their guests also like reruns of Big Cat Diary on the Animal Planet channel, via which they can reach a similar audience for far fewer dollars.

In reaching that conclusion, the marketers are emulating digital advertising techniques by using new sets of data to pinpoint viewers with far greater accuracy than the traditional demographic categories of age and gender.

A new crop of tools from companies such as Simulmedia, Nielsen Holdings, Rentrak and TiVo is now available, enabling advertisers and agencies  to apply the lessons of “Big Data” to television.

As the rise of digital and mobile advertising increasingly diverts ad dollars from the big cable companies and TV broadcasters, networks and advertisers alike are crossing their fingers in the hope that the new technologies will be able to leverage huge databases with information on which products consumers buy and which obscure TV shows they watch.

Assuming they succeed, America's TV advertising landscape will become increasingly similar to its online rival. And, as with most things American, the trend will migrate across the Atlantic.

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=6456

Google vs Amazon Delivery War: Is Europe Next?

Trend Summary: In a move reminiscent of the monster movie battles between King Kong and Godzilla, two real-life tech titans are set to vie with each other in the same-day delivery services market.


In a move that will likely spread to Europe and beyond, Godzilla Google this week hurled down its same day delivery service gauntlet at the feet of King Kong Amazon. The search titan's former Shopping Express service has been officially rebranded Google Express. Emulating Amazon's groundbreaking service, Google's "me-too" offering enables consumers to ...

[Estimated timeframe: Q4 2014 onward]

... order items from selected local area retailers for same-day or overnight delivery.

Google also announced that it is expanding the program to three more cities - Chicago, Boston and Washington DC, which now are part of the same-day delivery service area.

This supplements the existing services enjoyed by residents of New York, Los Angeles and San Francisco.

Says Brian Elliott, Google Shopping's head of partnerships: "With more cities, more merchants and more of your favorite items, Google Express is on its way toward making your life easier by helping you get even more errands out of the way."

Inspired, presumably, by his own Herculean hype, Mr Elliott proclaims: "We hope to give you [presumably US consumers?] more free time - and we can't wait to hear about all the things you do with it."

Seemingly, it's only a matter of time before the Google vs Amazon mega-spat crosses the Atlanctic. European consumers are rubbling their hands!

Read the original unabridged AdWeek.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: AdWeek.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6428

British Retail Consortium Promotes 'Pop-Up Shops'

Trend Summary: The rising popularity in the UK of "pop-up shops" has inspired the British Retail Consortium and mobile network operator EE to back new pop-up retailers.


Recent research has revealed that so called "pop-up shops" contribute £2.1bn annually to the UK economy. Moreover, the sector is predicted to grow by 8.4% over the next twelve months. In the light of which, proponents of the retail phenomenom believe that if the many barriers to pop-up retailing (finding appropriate flexible space, obstructive business rates and rents, lack of flexible short term contracts, and lack of access to technology) were reduced, then ...

[Estimated timeframe: Q3 2014 onward]

... double digit growth could be achieved.

Says Richard Lim, head of business information at the British Retail Consortium: “We’re only at the beginning of the pop-up revolution”.

Added Mr Lim: “The novel use of temporary spaces showcases the innovative nature of UK retail which continues to adapt to consumer demands and structural changes occurring throughout the industry.”

To support retailers, the BRC and telecom giant EE have jointly launched a campaign spearheaded by Ross Baily, ceo of specialist property agents Appear Here. The campaign aims to remove the barriers that currently are deterring pop-ups.

The campaign includes a ‘How to start a pop-up shop guide’ which contains advice from pop-up entrepreneurs.

Meanwhile, EE has created a 4G Pop-Up bundle designed for pop-up retailers. The bundle provides pop-ups with an instant 4G connection for thirty days and can include other products such as the iZettle payment card reader.

There will also be mentoring from EE, BRC and Appear Here to support people who want to establish a pop-up shop.

Read the original unabridged The Drum.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: The Drum.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6371

Amazon Debuts a New Smartphone Shopping Era

Trend Summary: Amazon has unveiled its own smartphone - a move that poses a massive threat to retailers worldwide.


Amazon's new phone, branded Fire, features two new breakthrough technologies - Dynamic Perspective and Firefly - which enable users to view and interact with the web  through a whole new lens. Dynamic Perspective uses a new sensor system to respond to the way in which you hold, view, and move Fire, enabling a user to ... 

[Estimated timeframe: Q2 2014 onward]

... enjoy facilities unavailable on other smartphones.

Firefly quickly recognizes things in the real world — web and email addresses, phone numbers, QR and bar codes, movies, music, and millions of products, enabling users to take action in seconds simply by pressing the Firefly button.

The new smartphone also offers audio recognition, a feature that will likely attract advertisers focused on second-screen marketing. The technology could also pick up on audio clips to serve consumers related content or ads, similar to Facebook’s new Shazam-like feature.

Richard Guest, president of the US arm of ad agency Tribal Worldwide, claims that Firefly is able to to find products on Amazon within seconds. This facility, according to Guest, is a potential gamechanger in how consumer-goods brands (many of which may have never seriously focused on e-commerce) merchandise their products on the shopping platform.

"It will rapidly accelerate showrooming that retailers are already trying to combat in different ways," Guest opines, although why the adman has opted to act as an Amazon spin doctor is unexplained in the AdWeek article. There is no mention of the global retail titan on Tribal Worldwide's website.

Hope, however, springs eternal in the human breast.

Read the original unabridged AdWeek.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: AdWeek.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6348

Free Shipping Fuels Online Shopping Demand

Trend Summary: In the online world of online shopping free shipping is the key to conquest, according to the latest “Pulse of the Online Shopper” survey conducted by comScore.


The comScore survey, reveals that a massive 93% of US online shoppers have taken some type of action that enables them to qualify for free shipping. Such actions range from adding more items to their shopping cart (58%) to choosing the slowest transit time (50%) to searching for a promo code (47%). It also transpires that ...

[Estimated timeframe: Q2 2014 onward]

 ... 80%-plus of customers are willing to wait an extra two days for delivery in return for free shipping.

A third will wait more than five extra days.

According to UPS retail director Bala Ganesh: “I think the key thing that we see is that the cost of delivery still trumps the timing of the delivery. As long as it’s cheap and hopefully free, people are willing to wait for those deliveries.”

The cost of shipping is also a major factor in a customer's completion of the ordering process. The survey reveals that an eye-watering 58% of customers abandoned their shopping carts because shipping costs were higher than expected, while half quit the buying process because they didn’t qualify for free shipping.

Delivery company executives and analysts typically dismiss the notion that e-commerce will generate demand for same-day and overnight shipping, and the new survey adds fuel to their fire.

And although same-day delivery does provide instant gratification, it is usually significantly more expensive – especially outside the biggest cities – and most customers aren’t willing to pay the extra price.

Despite which, tech companies like Uber, Google and Amazon are all experimenting with their own versions of extra-fast delivery services.

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: Blogs.wsj.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=6339



First Previous 1 2 3 4 Next Last