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


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Global Tech Spending Predicted to Sag In 2017

Trend Summary: Technology spending worldwide will grow at a rate of between 3% and 4% in 2017 and 2018.


In a report released yesterday by independent technology and market research company Forrester, global spending on marketing technology will grow grow at a rate of between ...

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... 3% and 4% in 2017 and 2018.

However, Forrester lowered its forecast for business and government purchases of tech goods and services, predicting a growth rate of 3.2% in 2017 and 3.9% in 2018, as measured in constant- or local-currency terms.

Growth overall should rise to 3.9% in 2018, but while the USA and a handful of other countries will experience stronger growth, Japan, most of Europe, and many emerging economies will experience weaker growth in tech spending.

The USA, alomg with China, and India will lead growth, with Europe and Japan lagging. Forrester estimates that technology spending in a handful of other countries will see at least 4.5% growth, with another dozen seeing around 3%.

Among other factors, a weaker British pound and uncertainties about the ultimate UK/EU relationship will hurt UK consumer spending and business investment, reducing the UK's real GDP growth to circa 1%. China will sustain 6% growth in real GDP.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 2017]

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=7070

Traditional Advertising Faces Threat from Inbound Marketing

Trend Summary: A new report released today reveals that three out of four marketers across the globe now prioritise an inbound approach to marketing.


The report published today by Massachusetts based Hubspot Inbound, a developer and marketer of software products for inbound marketing, posits that marketing is no longer a small company's answer to big marketing budgets; it is now embraced by bigger businesses to inject more bite to their marketing spread. The fast growing technique of Inbound marketing now requires a brand or company to spread its marketing message via  blogs, podcasts, video, eBooks, eNewsletters and a plethora of ... 

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... alternative approaches.  

The report is based on a global survey of over 3500 respondents in 150 nations. It demonstrates that inbound marketing is not only the norm, but is actually preferred to outbound marketing by a ratio of three to one in all seven global regions.

In Australia and New Zealand, preference for Inbound rose to 78% of respondents, suggesting that this region is now leading the world in its inbound preference.

The techinque known as "Inbound Marketing" involves promoting a company via blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, physical products, social media marketing, and other forms of content marketing designed to coax customers through the different stages of the purchase funnel.

The survey also reveals that 84% of small businesses are already using inbound marketing to better engage with their audience.

Moreover, the report suggests that inbound marketing is not only the norm, but is actually preferred to outbound marketing by a ratio of three to one in all seven global regions.

Read the original unabridged CMO.com.au article.

[Estimated timeframe:Q4 2015 onward]

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

Source: CMO.com.au
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=6727

Digital Dives Despite Rise in US Ad Volumes

Marketing Trend Summary: Although the volume of advertising in the USA increased in May, the exodus from digital media continues apace.


Following a seasonal pattern that has held sway during the past several years, the US advertising marketplace expanded in May despite April's hiccup. If the seasonal pattern continues, total ad volumes are predicted to decline this month (June) and onward through the summer, building again before heading into the fall when many major advertisers begin their ...

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... seasonal marketing campaigns.

Viewed as a year-on-year basis, however, May’s total ad volume slid 2% from May 2014, suggesting a broader long-term shift toward non-traditional sources of marketing spending.

In fact, digital media spending expanded the most on a year-over-year basis, rising 24% over May 2014.

Within the overal digital arena, programmatic was one of the accelerating sectors, with ad exchanges and ad networks expanding 33% over May 2014.

The fastest growing sector, however, continues to be social, which expanded 59% year-on-year, due partly to an increase in programmatic trading via Facebook’s exchange.

Some of TV’s ad erosion is likely mitigated by a corresponding upsurge in digital video ad volume, which grew 29% in May 2014.

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=6652

Marketers Increase Focus on Automated Media Buying

Trend Summary: A growing number of senior marketing executives admit to being inundated by technology.


Chief Marketing Officers [CMOs] within multinational public companies increasingly fear they are being overwhelmed by technology, as media silos crumble and data integrates to support marketing and advertising across different devices and channels. According to Blake Cahill, global head of digital and social marketing at Philips, who manages more than seventy marketing technologies ...

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... "In the customer relationship management sector alone, we have three or four major pieces of technology, and then underneath another three or four to manage the customer data," Cahill told MediaPost's Laurie Sullivan.

"In the social space, we have about seven or eight pieces of technology to help with social listening, publishing, and analytics."

According to information technology research and advisory firm Gartner, the average business-to-consumer ad campaign depends on more than fifty applications and technologies to support marketing.

Gartner also predicts that by 2018, CIOs [Chief Information Officers] who build strong relationships with their marketing colleagues will drive a 25% improvement in return on marketing technology investment.

Philips, a Dutch technology company headquartered in Amsterdam which operates in fifty-seven nations, acknowledges that the challenge will be to do more with less given that the number of technologies supported by its marketers continues to grow.

Philips intends to use each piece of technology in all the fifty-seven world markets in which it does business.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 2015 - Q4 2018]

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=6549

Flying Car Set to Take Off, Destination: Consumer Market

Trend Summary: After decades of sci-fi promise, a Slovakian-based company is set to revolutionise the auto market with a flying car commercially available to the public by 2017.


In a move which could eventually revolutionise the international automobile industry (and have marketers smacking their lips), Slovakian company AeroMobil this week unveiled its latest prototype - an elongated, road-ready vehicle with stowable wings that is able to ...

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... to navigate both city traffic and cruise the airspace between the world’s airports.

Addressing this week's SouthbySouthwest event in Austin, Texas, Aeromobil co-founder and ceo Juraj Vaculik said that his company plans to bring flying cars to market sooner rather than later.

The first commercially available model is expected to be a two-seater with a 435-mile range, take-off speed of 81 miles per hour, top air speed at around 124 miles per hour and an autopilot function.

“We are now scaling up quite fast, building the team, and the plan is that in 2017 we’ll be able to announce the first flying roadster,” Vaculik told CNBC.

“The point is not only to showcase that it’s possible to marry together a plane and a car, but to really commercialise it.”

Read the original unabridged Forbes.com article.

[Estimated timeframe:Q1 2015 - Q4 2017]

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=6543

Industrial Internet of Things to Boost Global Economy by 2030

Trend Summary: The Industrial Internet of Things could add $14.2 trillion to the global economy by 2030.


In its latest overview paper Accenture plc - the UK headquartered multinational management consulting, technology services and outsourcing company - predicts that the principal driver of global productivity and growth over the next fifteen years will be ...

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... the Industrial Internet of Things [IIOT].

Accenture defines the IIOT as "a network of physical objects, systems platforms and applications that contain embedded technology to communicate and share intelligence with each other, the external environment, and with people".

The firm also predicts that the IIOT will accelerate the reinvention of sectors that account for almost two-thirds of world output.  

The firm's paper asks rhetorically: "Are companies [and by extension, marketers] prepared to take full advantage of this opportunity? Are governments putting the right conditions in place to facilitate progress and capture benefits?"

Although a few pioneers are already reaping rewards from their early investments in the IIOT, widespread adoption is hampered by major challenges. However, Accenture believes that the IIOT offers a chance to redefine many business sectors and accelerate growth.

Read the original unabridged Accenture.com article.

[Estimated timeframe:Q1 2014 - Q4 2030]

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: http://www.marketingtrendtracker.com/article.aspx?id=6492

IT Companies Set to Invade Auto Industry

Trend Summary: Over the next decade technology and telecoms companies are forecast to become the big winners in a global internet-connected car market .


Reporting from Paris, Reuters predicts that technology and telecoms firms are likely to be the big winners in a global internet-connected car market valued at an estimated $50 billion (£29.1bn) over the next decade. This trend will likely lure investors away from traditional automakers and into the arms of chip-makers and tech titans such as Infineon and Google, both of which are among ...

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... a number of companies involved in the race to develop and test intelligent cars.

These range from autos that drive themselves to those enabling a driver to utilise mobile phone apps via the car dashboard. 

A number of carmakers are embracing the trend, with Nissan Motor Company, Volkswagen's Audi brand and Toyota working alongside tech firms to test self-driving car technology.

However, according to fund managers and analysts, tech and telecom firms ranging from US bellwethers to small European companies are likely to reap most benefit from the trend.

"It's a whole new market emerging," believes Christian Jimenez, fund manager and president of French investment management company Diamant Bleu Gestion.

Advises Mr Jimenez: "The best way to play it for investors in the long term is to buy names such as Microsoft or chip makers such as Infineon, not (automakers) Peugeot and Renault".

If the new market grows to $50 billion as forecast by French bank Exane BNP Paribas that would be roughly half the size of German carmaker BMW's revenues last year.

Internet giant Google is leading the charge among tech companies, trying to break into the century-old industry as it works on its own prototypes of fully autonomous vehicles.

Read the original unabridged Reuters.com article.

[Estimated timeframe: Q3 2014 onward]

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

Source: Reuters.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=6356

China President Warns of Economic Slowdown

Trend Summary: China's president has warned that the nation's hitherto explosive growth is slowing down - a trend with global economic implications.


Speaking over the weekend to the Xinhua news agency, China's president Xi Jinping warned: “We must boost our confidence, adapt to the new 'normal' condition based on the characteristics of China’s economic growth in the current phase, and stay cool-minded.” President Xi's warning follows the publication of weakening trade and manufacturing data which indicate that economic growth slowed in the latest quarter to ...

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... 7.4%.

This follows the nation's expansion of 7.7% in 2013 and vies with 2012 for China's weakest performance since 1999.

The ruling Communist Party is trying to steer the economy to self-sustaining growth based on domestic consumption instead of investment and overseas trade.

Official plans call for annual trade growth of 7.5% in 2014, although total imports and exports in the year to date are down by 0.5%.

Despite demands for increased state stimulus, other leaders have ruled this out. However, unexpectedly weak demand for Chinese exports forced Beijing to backtrack and launch mini-stimulus efforts in 2013 and in the current year to March 31.

Read the original unabridged South China Morning Post article.

[Estimated timeframe: Q2 2014 onward]

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

Source: South China Morning Post
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=6326

Live TV Still Rules Roost Despite Internet Incursion

Trend Summary: Most TV viewers worldwide watch “live” programming, although other modes of viewing like streaming or downloading from a computer are gaining ground.


According to the latest survey by research giant Ipsos, a majority (86%) of global respondents who watch TV report that they primarily watch “live” TV programming. However, other modes of watching are gaining popularity ie, streaming or downloading from a computer (27%), streaming from the internet to TV (16%) and using a DVR or other recording device attached to a TV (16%). Some 11% of respondents watch via mobile phones. This new data was garnered by...

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... the world’s third largest market and opinion research firm, Ipsos OTX, which polled 15,551 adults in twenty nations.

The poll reveals that traditional ‘live’ TV watching is significantly more popular among respondents aged 50-64 (91%) compared to those 35-49 (88%) and under 35 (81%).

Other modes of watching TV programming are more popular among younger respondents, specifically:

  • On computer and laptop – under 35 (35%), 35-49 (25%), 50-64 (17%)
  • Streaming from the internet – under 35 (20%), 35-49 (16%), 50-64 (11%)
  • On mobile device – under 35 (15%), 35-49 (10%), 50-64 (5%)
  • Using a DVR or other recording device attached to a TV is most popular with those aged 50-64 (18%) compared to 35-64 (16%) and under 35 (15%).

Those most likely to choose watching live TV programming are, by nationality, from:

  • France (93%)
  • Spain (93%)
  • Germany (92%)
  • Turkey (90%)
  • Argentina (89%)
  • Sweden (89%)
  • Australia (89%).

Rounding out the middle of the pack are viewers in Brazil (89%), Italy (89%), South Korea (87%), Great Britain (83%), Mexico (82%), Poland (82%), and India (82%). Those least likely to watch TV programming live are from: Japan (82%), Russia (81%), South Africa (81%), United States (81%), China (80%), and Canada (77%).

Read the original unabridged Ipsos-na.com article.

[Estimated timeframe: Q1 2014 onward]

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

Source: Ipsos-na.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=6311

Mobile Will Drive Major Offline-OnlineTrends in 2014

Bottom Line Trend: Four major trends in 2014 are predicted to influence marketers, compelling brands to build a better relationship with customers.


As a result of these trends, companies will develop a stronger mobile strategy, as well as focusing on analytical personalisation, social media and rich media. According to IBM Portal & Digital Experience vice president Larry Bowden: "Consumers have become extremely powerful with a direct influence over the brand. They want brands to personalize every experience." Continuing to drive these trends are ...

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... an increase in ability to integrate offline with online information.

A key factor is personalisation, reports Bowden. Consumers are telling IBM's clients they want retailers to recognise when they go online, also noting any products recently purchased by the customer in a bricks and mortar store. 

Says Bowden: "Consumers have become extremely powerful with a direct influence over the brand. They want brands to personalise every experience."

IBM predicts that mobile will no longer be an optional component of a successful web strategy, estimating a massive 300% increase in video consumption on mobile devices.

"Some brands create instructional videos that have been extremely successful", Bowden notes.

A recent IDC report sponsored by IBM demonstrates the importance of building up a back-end infrastructure to support a better digital experience for customers,

The report features some eye-opening stats. Marginally more than half of internet users use a mobile device to access the web - about 1.4 billion users worldwide. While by 2017, nearly two-thirds of the global population (aorund 2.3bn) will access the internet using their mobile devices.

Read the original unabridged MediaPost.com article.

[Estimated timeframe: Q4 2013 - 2014]

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=6224



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