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Nearly Half of All US Firms Are Unready to Comply With GDPR

Trend Summary: Nearly half of all US companies are unprepared for the EU's GDPR [General Data Protection Regulation]


A global study by US software firm SAP Hybris reveals that 49% of businesses have no plan for GDPR compliance or ...  

[Estimated timeframe:Q2 2018]

... have yet to implement one. 

The remaining 50% have begun to execute a plan, while 19% feel they still have sufficient time to create one.

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=7392

Marketers Seek To Solve Four Key Challenges

Trend Summary: Advertisers are frustrated by their inability to reach the right consumers at the right time with the right offers.


Despite recent innovations in ad-tech, advertisers face an ever-shrinking window in which to capture consumers attention whern the average digital ad is ... 

 

[Estimated timeframe:Q1 2018]

... viewed for a meagre 1.7 seconds.

While these challenges may seem insurmountable, there is a silver lining on the horizon, given that personalisation, optimisation and measurement—have the potential to make advertising more effective than ever before.

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: Chiefmarketer.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7391

Media Buyers Fear GDPR Will Make 43% of Consumer Targeting Data Unusable

Trend Summary: US media buyers fear the EU's General Data Protection regulations [GDPR] will render 43% of consumer targeting unusable.


A survey of top US media buyers and planners at thirty two major media agencies, conducted by contextual targeting platform Vibrant reveals that buyers fear ... 

[Estimated timeframe:Q1 2018]

... their clients’ consumer data will become unusable because of the new regulations.

The average of all buyers' responses was 43%, with the highest response notching 85%.

Two-thirds of survey respondents agreed that the effect of GDPR will be to do more contextual targeting, while 26% were neutral and only 8% disagreed.

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=7390

US Digital Advertising Alliance Imposes New Rules On Political Ads

Trend Summary: Lawmakers in Washington contemplate new rules to regulate online political advertising.


The US Digital Advertising Alliance, an organisation that establishes and enforces guidelines across social media companies, consumer brands, advertising organisations and publishing outlets, yesterday announced ...

[Estimated timeframe:Q1 2018]

... a series of new rules aimed at making digital political ads more transparent.

Among other issues the guidance requires advertisers to provide consumers with a link to a searchable database with more information about who placed the ad, their spending and contributions, and how the advertiser can be contacted if necessary.

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=7389

Marketers Pressurised to Stay Ahead of Online Technologies

Trend Summary: Marketers are under increasing pressure to keep up with innovative technologies. 


Picking the right technologies can be trickier than it seems, so what questions should marketers, agencies and advertisers be asking their ...

[Estimated timeframe:Q1 2018]

... marketing technology solutions provider?

A report by Oracle Marketing Cloud: The Guide to Building Your Marketing Technology Stack delves into the specific areas of marketing most impacted by technology solutions and marketing platforms.

The report mines how marketing automation technology empowers marketers to improve their knowledge of buyer behavior and understand how it plays out in their campaigns. 

Read the original unabridged TheDrum.com article.


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Source: The Drum.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7388

Facebook Offers Advertisers New Branded Content Platform

Trend Summary: Facebook plans to build a new platform for its branded content campaigns.


Cautiously avoiding any specifics, Facebook has announced it is working on a tool that helps advertisers and creators to easily ...

 

[Estimated timeframe:Q1 2018]

... connect for branded content campaigns.

As Fidji Simo and Sibyl Goldman, respectively vice president, product and director of entertainment partnerships at Facebook, noted back in March: “Creators participating in the test can set up a portfolio highlighting their area of expertise, while advertisers are able to search and find creators to collaborate on branded content campaigns".

According to the screenshots published by AllFacebook, marketers will be able to search through a list of potential influencer partners based on “audience match,” reach, engagement, follower counts, and the number of video views they have amassed.

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=7387

Fall In Chinese Retail Sales Suggest Its Economy Is Sagging

Trend Summary: Retail sales suggest that the Chinese economy is losing steam.


Reuters.com reports that China's weaker than expected investment and retail sales in April, along with a sag in ...

[Estimated timeframe:Q1 2018]

... home sales, has clouded its economic outlook even as policymakers try to navigate debt risks and defuse a heated trade row with the USA.

Fixed asset investment grew at the the slowest pace since 1999, while the pace of retail sales softened to a four-month low, suggesting that a long-anticipated slowdown in the world’s second-largest economy may finally be setting in even as protectionism is on the rise.


The lone bright spot on Tuesday’s activity data was industrial output, which jumped more than expected as automobile and steel production surged.

According to Capital Economics senior China Economist Julian Evans-Pritchard: “Domestic spending is likely to continue to soften given the headwinds from slowing credit creation”.

Mr Evans-Pritchard also predicts that the rebound in industry may be short-lived once companies rebuild inventories which were depleted in recent months.

Read the original unabridged Reuters.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: Reuters.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7385

Amazon Ups Its Advertising Game

Trend Summary: Amazon’s advertising business has quietly grown into a multi-billion dollar revenue beast.


To spur the ad dollars already flowing through its legions of platforms, Amazon plans to lean heavily on ... 

 

[Estimated timeframe:Q1 2018]

...  automated, self-service offerings, according to Advertising Age reporter Garrett Sloane.  

While Amazon still intends to run a premium managed-service offering for its top clients, the e-commerce company is busy building out its programmatic tools.

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=7384

eCommerce Soars as CPMs Rise

Trend Summary: eCommerce is predicted to soar in2018, rising by 47% according to Group M.


GroupM’s State of Digital report, released yesterday, predicts a year of CPM inflation and ecommerce growth as the duopoly maintains its...

 

[Estimated timeframe:Q2 2018]

... stronghold over the digital economy.

Marketers in 2017 spent 44% of their digital budgets programmatically, according to the report. That’s up from 31% in 2016, while GroupM predicts it will rise to 47% in 2018.

According to Adam Smith, futures director at GroupM:"Price inflation isn’t always about supply and demand”. “It’s about the structure of the market  and header bidding and first price auctions are part of that structure.”

[GDPR is a comprehensive regulation that unifies data protection in all EU countries.] It will directly apply in all EU member states from 25 May 2018, giving  businesses less than six months to prepare.

Mr Smith warns that this could cause inflation to rise even higher in this year if the number of users who consent to receive targeted digital advertising drops dramatically.

“Price inflation isn’t always about supply and demand,” he said. “It’s about the structure of the market, and header bidding and first price auctions are part of that structure.”

Read the original unabridged AdExchanger.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: AdExchanger.com
MTT insight URL: http://www.marketingtrendtracker.com/article.aspx?id=7379

Publishers Attack Google's New Policy On Data Collection

Trend Summary: US Publishing industry groups unite to challenge the EU's General Data Protection Regulation [GDPR].


US trade groups, representing publishers such as Conde Nast, Hearst and Axel Springer, have addressed a letter to Google CEO Sundar Pichai, angered over the tech giant's ...

[Estimated timeframe:Q1 2018]

... new newly introduced policy pending the European Union's implementation of the GDPR [General Data Protection Regulation] on 25 May. 

The Regulation prohibits companies from using data collected by third parties like Google, prompting the latter to tell publishers they must share data they receive from consumers in order to use its software to sell ads.

If Google’s consequent use of the data is found to violate GDPR, publishers -- not Google -- will have to shoulder the consequences.

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=7378



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