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Interactive Advertising Bureau Warns Media Industry of Coming Disruption

Trend Summary: The Direct-Brand revolution is predicted to hit the global media industry hard.


The world's major media companies have this week been advised by the Interactive Advertising Bureau [IAB] to ready themselves for another wave of disruption. Moreover, warns the IAB, the global media mammoths had better be ...

[Estimated timeframe:Q1 2018]

...  well armed.

According to the IAB the direct-brand revolution is starting, and it might not be pretty for the media industy's largeest  incumbent players.

At this week's IAB introductory event, 'The Direct Brand Economy', speakers focused on fast-emerging disruptor brands such as Quip, Casper and Hubble, digitally born companies that see everything from data and dashboards to traditional advertising and podcasts to partnerships with brick-and-mortar retailers.

Direct brands, notes the IAB,  represent a new marketing segment with theoretically unlimited ad budgets — since the more products these companies sell, the more ads they want to buy, creating big opportunities for media sellers.

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=7366

Private Equity Investments In Marketing Firms Double in 2018

Trend Summary: Private equity backing in marcoms mergers and acquisitions has doubled in 2018.


According to London headquartered research firm Results International, Marcoms M&A mergers and acquisutions are increasingly being driven by ...  

[Estimated timeframe:Q1 2018]

... private equity firms. 

In the first quarter of 2018, around one quarter [22%] of all deals [41%] involved private equity. This is double the 11% recorded in the final half of 2017.

Julie Langley, partner at Results International, notes that: “Total private equity activity for 2017 was up on 2016, and this quarter is showing an even larger jump in deal volumes.

Ms Langley cites recent transactions such as LiquidHub and Ocean Outdoor, observing that not only are private equity finding valuable marcoms businesses to invest in, but that these investments are delivering exits and returns – a key factor in driving continued Private Equity interest in the sector.

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: http://www.marketingtrendtracker.com/article.aspx?id=7365

Research Reveals Milennials Feel Both Excited and Threatened by AI

Trend Summary: Millennials are not only excited but also feel threatened by Artificial Intelligence. 


According to Forbes.com Millennials are now the largest consumer group worldwide. As a result, it makes sense for ...

[Estimated timeframe:Q1 2018]

...  marketers to consider Millennials thoughts and feelings when deciding on the technologies in which to to invest.

One of the most promising areas of innovation is AI.

Since 2000, there has been a six-fold increase in Venture capitalist's  investments in AI startups.

As a result many businesses are adopting AI technology and the global revenues from “smart” enterprise applications are expected to grow from $1.62bn in 2018 to an eyewatering $31bn come 2025.

More to the point, research indicates that nearly one-third of millennials understand AI and have some experience with it.

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=7364

Ad Agency Boss Predicts Advent of Direct to Consumer Marketing

Trend Summary: TV, social video and everything between will become Adland's top four drivers over the next five years.


At the investment and banking conference in New York City this week hosted by ad agency Media Kitchen, “New TV” will ... 

[Estimated timeframe:Q1 2018]

 ...  bring about the merging of broadcast TV, social video and everything in between.

Addressing the conference, Media Kitchen CEO Barry Lowenthal focussed on what he believes will become the advertising industry's key drivers and surprisingly AI is not one of them!

Instead, Mr Lowenthal foresees the rise of direct to consumer marketing, noting that "All marketers and media companies who want to be relevant in the next next decade are working hard to build direct consumer relationships.

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=7360

Slowdown Predicted for Native Ads In USA - And Elsewhere?

Trend Summary: Native advertising growth is predicted to slow in the foreseeable future.


According to a new report from US research firm eMarketer, spending on native advertising in the USA is projected to reach a ...

... 31% increase compared with last year, albeit a slowdown in growth compared with previous years.

[Estimated timeframe:Q1 2018]

The report reveals that spending on native ads rose about 50% [$32.9bn] in 2017 compared with 64% in 2016. Perhaps more significantly, this trend reflects the flagging growth of native advertising spending via social media platforms.

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=7359

US Tech Titans Plan Massive Expansion Shift to Taiwan

Trend Summary: Tech titans Google, IBM and Microsoft are all expanding in Taiwan this year.


Google has announced it will hire three hundred people in Taiwan this year, training 5,000 local students in ...

[Estimated timeframe:Q1 2018]

... artificial intelligence for machines.

That news, as detailed on Google’s blog last month, follows an acquisition by the software giant in January of 2,000 employees who once worked for Taiwanese tech firm HTC.

Separately, but in the same thematic vein, Microsoft said in January 2018 that it has it had chosen Taiwan to grow its artificial intelligence business.

The Redmond, Washington headquartered tech colossus also revealed in February of this year that it intends to recruit one hundred people during the next two years, plus a further two hundred within five years to staff a $34m Taiwan Research and Development centre currently under development and dedicated to artificial intelligence, blockchain technology and cloud computing.

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=7358

Microsoft To Plough $5bn Into Internet Of Things Over Next Four Years

Trend Summary: Microsoft plans to invest $5bn in the Internet of Things over the next four years.


The IT giant's massive investment is aimed at supporting innovation in it's technology platform along with ...  

 

[Estimated timeframe:Q1 2018]

... research and development in IoT security, development tools and intelligent services. 

According to Microsoft, other major companies including Kohler, Steelcase, Chevron, United Technologies and Johnson Controls are using its IoT platform.

In a recently released company statement Microsoft said: “With each new implementation, we’re witnessing a unique transformation”.

Added the company: “We’re also getting a look into how both customers and partners overcome the specific challenges of building an IoT solution that harnesses massive amounts of data.

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: www.mediapost.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7357

EU Updates Data Its Protection Regulations

Trend Summary: The EU Data Protection Act will shortly take effect both within and beyond the EU.


The EU General Data Protection Regulation [GDPR EU 2016/679] is a regulation in EU law that provides ....

[Estimated timeframe:Q1 2018]

.... data protection and privacy for all individuals within the European Union.

It also addresses the export of personal data outside the EU. One of the big questions surrounding GDPR is exactly how ad tech vendors who don’t have first-party relationships with consumers will get their consent to continue using their data for ad-targeting purposes.

However, Google does have a first-party relationship with its consumers on products like Gmail and search, but most consumers probably aren’t aware of its ad tech brands such as DoubleClick and AdSense.

As reported in the Wall Street Journal, Google is set to update its ad policies in the coming days, requiring the third-party websites and apps that use Google’s ad tech to be responsible for obtaining consent.

Read the original unabridged Wall Street Journal.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=7356

AI Predicted to Dominate Marketing Landscape

Trend Summary: Artificial intelligence [AI] is predicted to dominate the marketing landscape, closely followed by cyber-security.


However, the BBC's business news programme Technology of Business raises a rhetorical question: is AI an enemy or an ally? The broadcaster has garnered ...

[Estimated timeframe:Q1 2018]

... opinions from dozens of UK companies as to what they believe will be the dominant global tech trends in 2018.

Whether helping to identify diseases and develop new drugs, or powering driverless cars and air traffic management systems, the general consensus is that AI will start to deliver in 2018, justifying last year's sometimes hysterical hype.

Moreover, AI will make its presence felt almost everywhere. For example AI early diagnosis could save heart and cancer patients.

It can also sift through vast amounts of digital data, learn and improve, spot patterns we can't hope to see, and hopefully make sensible decisions based on those insights.

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: http://www.marketingtrendtracker.com/article.aspx?id=7355

Marketers Continue to Embrace AI Technology

Trend Summary: Intelligence and AI are increasingly driving business innovation.


As AI and digital interactions with consumers increase, the opportunities for marketers to ...

[Estimated timeframe:Q1 2018]

... use this kind of intelligent search abound.

Currently there is a plethora of data on offer from the digitally driven interactions provided by search technology. 

For example, if you recently used Microsoft's Bing search, AI may have provided you with a plain-spoken answer to your query.

It also could have summarised two different perspectives on a controversial topic, enabling you to make your own decision.

Read the original unabridged Warc.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: Warc.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7354



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