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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 ...

... 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.

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

AMAZON UNVEILS NEW MACHINE LEARNING FEATURES

Trend Summary: Amazon Web Services has announced a flurry of new machine learning features.


New offerings from Amazon Web Services [AWS] iwll enable its customers to develop and quickly “train” their own artificial intelligence algorithms, as well as constructing ...

... software applications capable of translating language on the fly, analyse video, and scan text for trends or key phrases. 

The new offerings were unveiled to attendees at Amazon's annual cloud computing conference in Las Vegas, Nevada last week.

The package will enable AWS customers to develop and quickly “train” their own artificial intelligence algorithms, build software applications capable of translating language on the fly, analyze video, and scan text for trends or key phrases.

Read the original unabridged Reuters.com article.

[Estimated timeframe: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: Reuters.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7282

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 ...

... 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.

[Estimated timeframe: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: WWW.chiefmarketer.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7281

HEARABLES ARE THE WEARABLES OF THE FUTURE

Trend SummaryPart of the market for wearable devices is morphing into a hearables market.


According to a new forecast from Forrester Research subsidiary Juniper Research, since Apple, Google and other smartphone manufacturers began to ditch the audio jack in a move to wireless audio, the market for wireless hearing devices ... 

... has taken off.

Juniper Research predicts that within five years, there will be 285 million hearable devices s in use, a growth rate of 46% a year.

The research firm defines a "hearable" as ‘an ear-based wearable device that supplies aural content or information to the wearer that is either generated by computations and data on the device itself or by an attached app.

The majority of the hearables market (70%) is projected to be concentrated in North America and Europe.

Read the original unabridged MediaPost.com article.

[Estimated timeframe: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: Mediapost.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7275

Technology Ushers In a New Distributive Economy

Trend Summary: Technology ushers in a new distributive economy.


According to Where is Technology Taking the Economy?, an article in McKinsey Quarterly by W. Brian Arthur, intelligence is no longer just housed in the brains of human workers, but emerging through the constant ...

... interactions among machines, software and processes. 

Posits Mr Arthur: As machines start to exhibit associative intelligence, something we thought only humans could do, current economic rules may no longer apply.

"We’re at the very start of this new distributive economy era", adds Mr. Arthur. “Everything from trade policies to government projects to commercial regulations will in the future be evaluated by distribution.”

According to Mr. Arthur, the digital revolution has morphed through three distinct eras over the past several decades.

The first era, in the 1970s and 1980s brought us Moore’s law and the dramatic advances in semiconductor technologies.

From mainframe and supercomputers to PCs and workstation, IT was now being used in a wide variety of applications, from financial services and oil exploration, to computer-aided design and office systems. “The economy for the first time had serious computational assistance.”

Read the original unabridged WSJ.com article.

[Estimated timeframe: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: WSJ.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7271

Two-Thirds Of Global Display Ads Will Be Traded Programmatically by 2019

Trend Summary:  Two-thirds of the world’s digital display advertising, worth $84.9bn will be traded programmatically by 2019. 


According to the Programmatic Marketing Forecast, the latest report from Publicis Group subsidiary Zenith, programmatic ad sales across the world are growing at an ...

... annual average rate of 21% per year. Zenith's estimate for 2017 is $57.5bn. 

Says Jonathan Barnard, head of forecasting and director of global intelligence at Zenith: "Advertisers need to understand that it won’t be long before digital display is 100% programmatic -- and that some of what we consider ‘traditional media’ will follow fairly shortly". 

Moreover, according to Mr Barnard: "The USA is driving this growth, increasing its percentage of display that will be traded programmatically this year from 78% to 83.6% in 2019, above the global average".

Read the original unabridged MediaPost.com article.

[Estimated timeframe: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: Mediapost.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7269

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 ...

... 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.

[Estimated timeframe: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=7266

Video Ads Are Changing Both For Viewers and Advertisers

Trend Summary: The video experience is changing in almost every way both for viewers and advertisers.


According to GroupM's latest State of Video report, video content is no longer constrained by schedules, location, or devices. Among the 48-page publication's key findings is that almost none of ...

...  these changes benefit the original advertisers who helped build the television economy in return for the brand-competitive advantages accruing from reach, scarcity and high barriers to entry.

Consequently advertisers, both traditional and new, must re-think audiences and use advanced segmentation; more traditional variations were once the keystones of mass marketing.

Comments report co-author Rob Norman, chief digital officer" at GroupM: "Our observations on the challengers to TV were somewhat predictable".

"The value of video maybe higher to consumers than advertisers but it’s clear that advertisers who make platform specific assets for relevant products will be most likely to succeed."

Read the original unabridged GroupM article.

[Estimated timeframe: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: https://www.mediapost.com/publications/article/310138/groupm-explores-state-of-video-advertising.html
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7264

Consultancies, Publishers and Tech Firms Threaten Ad Agencies In Asia Pacific Region

Trend Summary: Consultancies and publishers are disrupting the advertising agency model in Asia Pacific.


According to a two-part series sponsored by UK based ad trade trade journal The Drum, management consultancies, publishers and technology firms are starting to offer their clients ...

... digital marketing and advertising services in the Asia Pacific region.

This trend has seen traditional ad agency businesses experiencing  major disruption over the past couple of years, as management consultancies, technology firms and publishers have started to offer digital marketing and advertising services to their clients, either by acquiring creative and digital shops or setting up a dedicated advertising arm. 

Apparently these major consultancies are surprisingly shy when quizzed about this trend - among them EY, KPMG, Deloitte, Accenture and Boston Consulting Group.

Less coy about sharing their thoughts on the subject, however, were McKinsey, PwC, IBM, Bloomberg and The New York Times.

Read the original unabridged TheDrum.com article.

[Estimated timeframe: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: TheDrum.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7263

Global Advertisers Ready To Re-Think Approach to Media

Trend Summary: Media complexity forces marketers into organisational rethink.


According to a new white paper from the World Federationh of Advertisers, leading global marketers are prepared to re-think their organisation’s approach to media given that the complexity of that environment ...

... increases.

The survey, based on a study of 71 individuals at 54 member companies, between them representing global adspend of more than $90bn, reports that the most common approach to media management is via dedicated media "generalists".

According to the study "specialists" can now be found at global HQ for almost half of respondents; of whom 87% agreed (41% strongly agreed) that “as the complexity of media increases, more specialists (programmatic managers in particular), will be required”.

In addition, procurement is highly engaged in global media, with 59% of businesses having procurement specialists with media as a remit.

Read the original uanbridged Warc.com article.

[Estimated timeframe: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: Warc.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7260



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