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Tech Titans Vie For Future Supremacy

Trend Summary: The battle of internet giants is set to enter new technologies.


Addressing the The Wall Street Journal’s WSJ D.Live technology conference this week in Laguna Beach California, Michael J. Wolf, co-founder and managing director of consulting firm Activate Inc, predicted that as giant internet companies vie for an ever-fleeting portion of people’s time the war ...

... for tech supremacy is moving to newer technologies such as augmented reality and voice assistants.

Among the giants vying for supremacy are Google's holding company Aphabet, Facebook, Amazon, Apple and others are hunting for new areas of growth—often on each other’s turf—as they enjoy soaring revenues and stock prices.

This hungry elite are poised to wage a turf war, bumping into each other across the board, in online sports viewing, movies, news and even podcasting.

Up for grabs is an extra $300 billion a year in revenues that Activate projects will flow into the $1.7 trillion global consumer media and internet market by 2021, through growing internet-access fees, ads and paid content. Activate estimates the market will grow 4.1% annually.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q3 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=7251

Global Smartphone Penetration to Hit 66% In 2018

Trend Summary: Smartphone penetration is predicted to reach 66% by 2018.


According to Zenith’s Mobile Advertising Forecasts 2017, published today, by 2018, 66% of individuals in fiifty two key countries will own a smartphone, an increase of ...

... 3% in 2017 and 58% in 2016.

The spread of smartphones and other mobile devices is increasing the number of contacts between brands and consumers, by giving consumers new opportunities to connect to media content wherever they are, at any time in the day.

Some of these contacts take the form of paid advertising in third-party content, but mobile technology is also enabling broader brand experiences, such as branded content and social media engagement.

Western Europe and Asia Pacific continue to lead the world in smartphone ownership. Zenith predicts that predict that five markets will have smartphone penetration above 90% in 2018: the Netherlands (94%), Taiwan (93%), Hong Kong (92%), Norway and Ireland (each at 91%).

Moreover, eleven markets will have penetration levels between 80% and 90%, all of them in Western Europe and Asia Pacific with the exception of Israel, where penetration will be 86%.

The country with the highest number of smartphone users will be China, with 1.3bn users, followed by India, with 530 million users. The USA will come third, with 229 million users.

Read the original unabridged Zenith article.

[Estimated timeframe:Q3 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’s Mobile Advertising Forecasts 2017
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7249

Major Retailers Prepare For AI and Voice Search

Trend Summary: Forward-looking US retailers are preparing for AI, Hyper-Local and voice search.


With more advanced voice, visual, and hyper-local search on the horizon, there's no doubt that implementing artificial intelligence [AI] in meaningful ways can give marketers a competitive advantage - despite all we hear about ...

... the benefits of AI, putting it to work in a retail business can seem daunting.

According to Kevin Bobowski, SVP of Marketing at SEO and content marketing platform BrightEdge, more than 60% of searches now start from a mobile device.

As a result there's not a digital marketer around who isn’t busy optimising for mobile. However, in the scramble to ensure mobile is optimised, voice and AI all too often get pushed to the back of the queue.

Predicts Mr Bobowski: "Voice search is going to be a game-changer because it will help retailers and search engines understand the real intent of the customer search".

Read the original unabridged Forbes.com article.

[Estimated timeframe:Q3 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=7248

Warren Buffet and Jeff Bezos Hail Groundbreaking New Technology

Trend Summary: Two of the world’s top businessmen have just sent a signal to investors about a highly significant new technology.


An article in USA Today reports that Berkshire Hathaway's famed investment guru Warren Buffet, together with Amazon's Jeff Bezos, have just sent a signal to investors about a potentially ...

... groundbreaking new technology.

The enthusiasm of these two billionnaires relates to an emerging technology that Bezos says is the key to Amazon’s future success. “It’s hard to overstate the impact" he says, while Buffett believes it will have a "hugely beneficial social effect."

USA Today reports that Wall Street insiders are calling this new technology “bigger than the internet” while one Google insider goes even further, predicting that the technology will be as “transformational as the advent of electricity.”

Read the original unabridged USA Today article.

[Estimated timeframe:Q3 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: USA Today
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7247

The Next Billion Mobile Users Will Rely on Video and Voice

Trend Summary: Ditch the keyboard: The next billion mobile users will rely on video and voice.


The internet’s global expansion is about to enter a new phase and it looks decidedly unlike the last one. Instead of typing searches and emails, a wave of newcomers  (“the next billion,” the tech industry calls them) will avoid text instead using ...

... voice activation and communicating via images.

The newcomers are a swathe of the world’s less-educated population, online for the first time thanks to low-end smartphones, cheap data plans and intuitive apps that let them navigate despite poor literacy.

According to  Caesar Sengupta, who heads a group at Google charged with adapting to the new wave: “We are seeing a new kind of internet user. They will be very different from the first billion."

The newcomers will be a swathe of the world’s less-educated population, online for the first time thanks to low-end smartphones, cheap data plans and intuitive apps that let them navigate despite poor literacy”.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q3 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=7246

Automated Market Research Techniques Invade Adland

Trend Summary: Brands are increasingly turning to automated marketing research techniques.


Machines are increasingly being used to automate a growing number of processes within the marketing world. Among these processes are  ...

... programmatic ad buying, artificial intelligence, chatbots and other emerging technologies.

These trends are changing the advertising, media and marketing landscapes, bringing with them new efficiencies and ways of working. 

The Marketing Week article cites in example the use of robots to test the effectiveness of advertising campaigns.

According to the article, brands want answers to specific creative campaign questions, such as messaging and execution, before a specific activity starts, specifically to assess how the target audience is responding and, when completed, to determine what ROI it has delivered.

Automation improves the accuracy of this kind of research, speeds up the collection of data and can save brands money.

It also makes ad testing more intuitive whilst enabling human researchers to spend more time analysing the results to produce the actionable insights that brands crave.

Read the original unabridged MarketingWeek.com article.

[Estimated timeframe:Q3 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: MarketingWeek.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7245

Eurozone Economy Overtook USA Over Past Eighteen Months

Trend Summary: Over the last eighteen months the Eurozone Currency area’s GDP has grown faster than that of the USA.


The Eurozone’s economy quickened in Q2 2017, raising expectations that by 2018 the European Central Bank will begin to phase out its stimulus measures as the region gradually emerges from ...

 

... the shadow of the past decade’s financial crises.

The acceleration in the Eurozone’s recovery means it is playing a more equal role with the USA in driving global growth. Over the past eighteen months, the region has grown slightly faster than the USA, after lagging well behind in 2015 and prior years.

According to the Central Bank, if that pattern continues global economic growth should be stronger this year.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q3 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=7244

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 ... 

 

... 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.

[Estimated timeframe:Q3 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=7241

Microsoft to Digitally Transform Sales and Marketing Via AI

Trend Summary:  Microsoft unveiled a major sales and marketing reorganisation this week, aimed at increasing AI and cloud-based business.


According to a report from multinational financial software, data, and media company Bloomberg, the IT titan will split commercial sales into ...

... two segments.

The primary segment will target the Redmond Washington headquartered company's largest customers, whilst the secondary segment is to train it's sights on small to medium companies, wooing both commercial and consumer audiences.

The strategy, however, is likely to impact adversely on Microsoft’s sales and marketing employees which currently number circa 50,000.  Thousands of layoffs are expected.

Read the original unabridged Chiefmarketer.com report.

[Estimated timeframe:Q3 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: Chiefmarketer.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7240

eMail To Remain Top Internal Messaging Tool Through 2020

Trend Summary: eMail is predicted to remain chief internal communications tool for the next three years.


According to a pair of studies by IT recruiting company Robert Half Technology, eMail will remain the primary internal communications tool for the next three years. after which it is likely to ...

... cede ground to technologies such as instant messaging. 

Of the CIOs surveyed in the dual studies, 73% believe that eMail will remain the primary communications medium through 2020, and 53% of office workers agree.

However, email does less well in terms of effectiveness.

When asked to name the most effective channels for daily communications — i.e for initiating projects — 41% of CIOs chose email. That was followed by in-person meetings (22%), instant messaging (13%), phone calls (9%), internal social networks (8$) and video conferencing (7%).

The CIOs who did not believe email will remain the most common medium through 2020, 31% cited instant messaging. This belief was followed by in-person meetings (21%), phone calls (19%), video conferencing (16%) and internal social networks (12%).

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q3 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=7239



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