542 Marketing Trends found for Marketing Industry Trends / Tactical


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Major Companies Worldwide Have Yet to Exploit Machine Learning

Trend Summary: Five vectors of progress are making it easier, faster, and cheaper to deploy machine learning.


Though nearly every industry is finding applications for machine learning—the artificial intelligence technology that feeds on data to automatically discover patterns and anomalies and make predictions—most companies are not yet ...

[Estimated timeframe:Q1 2018]

... taking advantage of the oppportunities.

Machine learning is one of the most powerful and versatile information technologies available today, however most companies have not yet begun to put it to use.

One recent survey of 3,100 executives in small, medium, and large companies across seventeen nations countries found that fewer than 10% were investing in machine learning.

According to the survey, a number of factors are restraining the adoption of machine learning. Specifically: Qualified practitioners are in short supply while tools and frameworks for doing machine learning work are immature and still evolving.

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://www.marketingtrendtracker.com/article.aspx?id=7310

Creative Agencies Will Lead Media Strategy in 2018

Trend Summary: Creative Ad agencies will lead media strategy in 2018.


According to an article in today's Advertising Age, CMOs have two primary concerns when it comes to media: value and impact. Moreover these concerns ... 

 

[Estimated timeframe:Q1 2018]

... need to come at the right cost and deliver the required results. 

Historically, there's been a line in the sand between media and creative - distinct pieces of the marketing mix that address CMO's concerns.

Media agencies had the buying power to command better prices and the infrastructure to execute. On the other hand creative agencies knew how to make the content that determined if media actually succeeded at making an impact.

On one hand, the diverse media landscape and resultant battle for consumer attention has made integrated thinking tantamount in importance.

On the other,hand the rising tide of programmatic buying technology has made the planning, buying and optimisation of media increasingly data-driven and operational in nature.

This conflict is why, in 2018, we'll see a new dividing line with media strategy and creative on one side, and media execution on the other.

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: http://www.marketingtrendtracker.com/article.aspx?id=7301

Amazon Invades Madison Avenue

Trend Summary: Madison Avenue goes on the the defensive as Amazon silently builds an advertising business.


Amazon's hitherto silent foray into adland includes search and banner ads on its e-commerce platform, with ads surrounding its streaming NFL games for Amazon Prime members. The Bezos bulldozer even uses its prized data to help ...

[Estimated timeframe:Q1 2018]

... advertisers target audiences on other websites.

Until now the ad business hasn’t been a top priority for Amazon. However, under the baton of Seth Dallaire, Amazon’s vice president of global ad sales, the company is more aggressively courting ad buyers.

Those advertisers and the holding companies that guard their billion-dollar budgets are taking note and working with Mr Dallaire’s team to find new ways to spend with the coveted e-commerce giant.

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://www.marketingtrendtracker.com/article.aspx?id=7299

Traditional Advertising in USA to Decline 1.4% in 2018

Trend Summary: Traditional advertising in the USA will decline 1.4% in 2018, with digital media climbing by circa 17%.


According to New York based independent research provider MoffettNathanson, traditional advertising in the USA will decline by 1.4% in 2018, with digital media ...

[Estimated timeframe:Q1 2018]

... climbing by just 17%.

However, the overall US advertising market will improve 6.7% this year, up from a 2.5% increase in 2017.

Advertising gains across the USA are expected in the run-up to the Winter Olympics to be held next month in South Korea, as well as the political advertising from mid-term elections in November. 

However, total TV revenues are expected to grow 2.7% this year, up from a 5.5% decline in 2017.

Newspapers are expected to be down 8% in 2017, while radio is forecast to be flat (down 1% in 2017) and consumer magazines are predicted to decline by 2% (off 10% a year ago) and outdoor media will grow by a flat 1% in 2018.

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://www.marketingtrendtracker.com/article.aspx?id=7297

US Ad Agencies Marginalised As Programmatic Marketers Go In-House

Trend Summary: In-House programmatic buying more than doubles while ad agencies are becoming marginalised.


A recent report from the US Association of National Advertisers reveals that the percentage of ANA members who have brought programmatic buying in-house  has more than doubled, reducing the role of their advertising agenciesd according to a ...

[Estimated timeframe:Q4 2017]

...  topline finding of the 2017 edition of The State of Programmatic Media Buying” released by the ANA.

The report, which is based on an extensive survey conducted by the ANA last June and July, found that 35% of marketing executives have brought programmatic media-buying in-house and have reduced their agencies’ role - a number that's increased significantly from only 14% a year ago.

Based on the respondents' perceptions of its performance, the in-house trend could well continue. Fifty percent  said they were either satisfied or very satisfied with their programmatic media-buying performance, while more than a third (36%) were “neutral.”

Only 3% said they were not satisfied, while 10% said they weren’t sure.

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://www.marketingtrendtracker.com/article.aspx?id=7288

DIGITAL ROI CATCHES UP WITH SOARING DIGITAL ADSPEND

Trend Summary: the effectiveness of internet advertising has now caught up with digital adspend.


The latest research from ROI agency Zenith Optimedia reveals that advertisers are increasingly feeling the pressure from digital ...

[Estimated timeframe:Q4 2017]

... transformation.

Moreover, the effectiveness of internet advertising has now caught up with digital adspend.  

Zenith expects internet advertising’s share of global adspend to continue to rise, reaching 40% in
2018 and 44% in 2020.

The overall value of advertising worldwide will rise from $203bn in 2017 to $225bn in 2020.

Zenith also predicts that the share of advertising expenditure allocated to internet advertising will vary widely across the
world.

In the most advanced markets [Sweden and the UK] internet advertising will account for more than 60%
of total expenditure next year, and will account for between 50% and 60% in another six advertising markets -specifically Australia, Canada, China, Denmark, Norway and Taiwan.

Read the original unabridged ZenithOptimedia Report.


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

Source: Zenith Optimedia
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7283

MARKETERS URGED TO REORGANISE AND ADAPT TO TECHNOLOGY

Trend Summary: Earning the trust of dwindling numbers of the younger generation online has become increasingly difficult. 


A report released today by ChiefMarketer.com reveals that brand awareness has become increasingly important, requiring established companies to ...

[Estimated timeframe:Q4 2017]

... reinvent themselves.

Instead of planning broad, individual, successively scheduled campaigns, many marketers are instead launching multiple campaigns specifically targeted at micro-target groups continuously run in parallel.

Instead of mass communication, personalisation has becom common, replacing slogans and stories.

Likewise, instead of broadcasting marketing content mainly in advertising slots and commercials, regardless of whether it interests the audience or not [paid advertising],  the ultimate challenge today is to deliver content that is interesting enough to be shared between friends [earned advertising]. 

Content marketing is a key discipline in today’s digital marketing. To master all of these challenges, marketing needs to reorganise itself. Specifically it needs technology, organisation, oversight and control systems.

Read the original unabridged Chiefmarketer.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: WWW.chiefmarketer.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7281

Ad Budgets In Peril, Marketers Urged to Adopt AI Now

Trend Summary: Marketers are urged to embrace AI nowas a matter of urgency.


The bewiskered adland adage: "Half the money we spend on marketing is wasted—we just don’t know which half" is as true today as it ever was if the latest forecasts from ...

[Estimated timeframe:Q4 2017]

... Forrester and Gartner for 2018 are accurate.

According to Oracle's Reggie Bradford, this kind of waste is not going unnoticed. Ad budgets are in peril whilst Forrester concludes “ad spend will be flat in 2018 and cause a painful correction in the agency and adtech markets.”

Moreover, IT research and advisory firm Gartner agrees that marketing budget growth has stalled, and recommends that execs proactively prepare for budget cuts. It appears we are in for a year of reckoning.

Bradford also warns that 2018 will be the year that another seismic force begins to take hold and transform marketing and advertising.

Artificial intelligence (AI) is coming, in every field and in every business, like it or not. Its effects in marketing, if understood and harnessed correctly, will be game-changing.

Read the original unabridged Forbes.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: Forbes.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7266

AI Increasingly Used to Leverage TV Audiences

Trend Summary: Although TV still reigns supreme, digital video now plays a similar role in audience engagement.


Multiple studies have shown that advertising geared toward stimulating an emotional response is significantly more effective than value-driven advertising, which is why many brand marketers have become ...

[Estimated timeframe:Q3 2017]

... almost religious about creating video content that moves people to smile, laugh, cry or be surprised.

This is obviously where the art of advertising is alive and thriving: talented creative directors need not fear being replaced by AI at any time soon. However the science of emotional advertising is also emerging. Brand marketers and agencies that take this seriously are using AI technology to measure the emotional effectiveness of their creative efforts.

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://www.marketingtrendtracker.com/article.aspx?id=7252

Media M&A Deals Remain Steady In Q2 2017

Trend Summary: Second-quarter media merger and acquisition deals in the USA continue at a strong pace.


London-based professional services firm PricewaterhouseCoopers reports that there were 232 media deals in Q2 2017, with circa $18.8bn in announced deals overall, higher than all quarterly ... 

 

[Estimated timeframe:Q3 2017]

... professional services network periods over the last two years bar one.

In Q1 2017 there were 255 deals totaling $10.4bn, whereas in Q2 2016 there were 192 deals with a total value of $48.9bn, compared with Q2 2015 with 225 deals totaling $75.9bn.

In the the second quarter of 2017, there were five deals of more than $1bn. The largest - Sinclair Broadcast Group - announced the purchase of Tribune Media for $3.8bn. Sinclair's stated aim is to create an even bigger leader when it comes to the number of TV stations owned by one company.

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://www.marketingtrendtracker.com/article.aspx?id=7241



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