348 Marketing Trends found for Corporate / Products


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Google Invades Nielsen Territory With Fibre Optic TV Ratings

Trend Summary: Google has announced plans that could revolutionise TV ad buying via a new tracking system similar to that used to measure online ad views.


Google's new TV audience measurement system, currently under test in Kansas City, could eventually replace the traditional Nielsen gross ratings point, which relies on a panel of viewers. Although this bewhiskered methodology creates problems for TV networks without multi-million viewer bases, it still remains the ...

[Estimated timeframe:Q1 2015 onward]

... US industry standard for TV audience measurement.

However, Google's foray into Nielsen's hitherto unchallenged ratings fiefdom is a significant event that could extend across the USA to other nations with fibre optic internet services. 

TV measurement techniques have changed rapidly over the past few years, although the traditional gross ratings point (which relies on a panel of Nielsen viewers) is small enough to create problems for networks without a multi-million viewer base) still remains the industry standard.

Google's trump card is that relatively few households have Nielsen boxes, whereas every household with Google Fibre has a fibre box able to run an ad whenever appropriate and notifying the advertiser accordingly.

According to a Google statement: "Fibre TV ads will be digitally delivered in real time and can be matched based on [a variety of factors, ie geography], the type of program being shown (sports, news, etc) and/or viewing history."

Continues the Google statement: "Like digital ads, advertisers will only pay for ads that have been shown, and can limit the number of times an ad is shown to a given TV set. We're excited to see how this test progresses, and we're looking forward to hearing from local businesses and viewers along the way."

Read the original unabridged AdWeek.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: AdWeek.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6545

Internet of Things Will Come of Age by 2020

Trend Summary: Marketers are advised to change course now in order to ready themselves for the forthcoming 'Internet of Things' upheaval.


According to South Korean multinational conglomerate Samsung, there's still a massive amount of infrastructure work to be done before the so-called 'Internet of Things' [IoT] becomes a part of every-day business and domestic life. Firstly, however, telecom companies and governments must create digital avenues that will enable all software-powered items to ... 

[Estimated timeframe:Q1 2015 - Q4 2020]

... interface with reach other.

However, delegates at this week's US tech-fest South by Southwest [SBSW] generally agree with Samsung's prediction that products will be routinely connected within the next five years.

Addressing the SBSW conference Richard Hollis, ceo of digital software company Holonis told delegates: "As microprocessors and bandwidth become greater and less expensive, converging with nanotechnology as wearables with sensors, the Internet of Things is already here but will gain exponential acceleration and become more utilitarian as we move into the future."

"That simply means that everything captured by these devices can be used as purposeful information and meaningful data."

Layne Harris and Fitz Maro, digital technologists at London headquartered agency 360i, recently published a thesis predicting big advances in IoT this year - let alone in 2020. Here's an extract from the Harris/Maro thesis:

"In 2015, marketers can expect to see broad adoption of more affordable technologies that are inspiring consumers' lives and lifestyles by offering seamless integration between the digital and physical worlds."

"The resulting evolution of consumer behaviour will require brands across every category to be more digitally centric in how they develop their marketing and brand experiences."

Read the original unabridged AdWeek.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: AdWeek.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6536

Adidas Inserts Customer Tracking Chip in Products

Trend Summary: Brands are now using radio frequency identification technology to track products from factory floor to retailer's shelves and, ultimately, consumers' homes.


Among the major brands currently using this near field communications [NFC] tracking process is Adidas, the German multinational manufacturer of sports shoes, clothing and accessories. This extended supply chain enables the sportswear brand to aggregate the collected data to provide ... 

[Estimated timeframe:Q1 2015 onward]

... a more detailed picture of its customers.

The NFC system tracks the data from a retailer's shelf, beyond the store door and ultimately to the purchasers' home.  

According to Jon Werner, so-called 'innovation explorer' at Adidas, some versions of the company's tennis shoes are embedded with NFC semiconductor chips that have the capability to receive and discard information.

The embedded chip would send a personalised marketing message to the shoes' wearer, adjusting this to correspond to their interaction level.

The opt-in process for the digitalisation of merchandise provides Adidas with the data to gain greater knowledge about the customer. In-store, Adidas knows when consumers pick up the shoe and when they put it down, thereby providing the brand with better information to forecast trends and provide real-time inventory counts at local stores.

Says Werner: "Now that we know they own the product, we pay a lot more attention. It's not just a random Twitter tweet or a Facebook post."

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: https://www.marketingtrendtracker.com/article.aspx?id=6535

Coca-Cola Axes Multi-Brand Strategy in UK

Trend Summary: In what could develop into a trend for other major multinational brands, Coca-Cola UK is to integrate all its sub-brands into a single brand strategy.


Currently marketed as separate brands, Coca-Cola Inc's extant soft drink family - Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life - will be integrated into a single Coca-Cola master brand. The move will also see the British arm of the US titan evolve its “Open Happiness” slogan to an equally saccharine: “Choose Happiness”, a strategy that Coke claims ...

[Estimated timeframe:Q1 2015 onward]

...  will enable consumers to make informed choices.  

The US titan intends its UK campaign to imply that there is a Coca-Cola variant to suit every taste, achieving this by more clearly communicating product differentiation.

This latest strategy is inspired by consumer research, which revealed that half of Coke Zero consumers don’t know it contains no sugar or calories, with many respondents unclear as to the difference between Coke Zero and Diet Coke.

Interviewd by UK ad trade tome Marketing Week, Bobby Brittain, Marketing Director for Coca-Cola UK, told the magazine that consumers' lack of knowledge suggests the company’s efforts to build personality behind its brands has done little to enhance consumers’ understanding of its products.

Admits Mr Brittain: “We’ve failed to communicate clearly enough the product differentiation.”

“That’s a major wakeup call for us. We need to ensure that we are enabling consumers to make an informed choice.”

The move will not mean a drop in marketing investment, as the company claims it will increase investment, both across the entire Coca-Cola portfolio, and in each of its individual products.

Read the original unabridged Marketing Week.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: MarketingWeek.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6530

Digital to Drive New Personalised Customer Services

Trend Summary: The rise and rise of digital media is driving businesses to offer personal and intuitive customer experiences.


The digitisation of (almost) everything is changing how businesses evolve services and products for their customers, according to a recent report from multinational management consulting and technology services company Accenture. The digital winners will be businesses that tailor their interactions with consumers to be more personal, ensuring thereby that ...

[Estimated timeframe:Q1 2015 onward]

...  their offerings connect more smoothly with the outside world, creating anticipatory and unobtrusive services.

Three overarching themes are shaping what experiences consumers will welcome and what they will reject,” says Mark Curtis,  the report's author and chief client officer for Design and Innovation at Accenture Interactive.

Predicts Curtis: “Experiences will become more personal, for example through (1) the return of real people in some customer service areas as opposed to entirely automated systems. (2) Organisations will better manage and finesse connections between services, devices and places while (3) intelligent services will anticipate our intent and automatically perform routine, underlying transactional tasks.”

The Trends 2015 report, developed by Accenture offshoot Fjord, highlights nine major design and innovation developments shaping the creation of digital and digitally-enabled customer experiences.

Read the original unabridged Accenture.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: Accenture.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6522

Marketers Urged to "Think Differently" When Targeting Young Girls

Trend Summary: A new report from a youth market research agency urges brands to go beyond "pink and princesses" when advertising to young girls.


Transatlantic youth market research agency The Pineapple Lounge warns that, brands are losing relevance with their target market of young girls in the 8-14 age group. The agency's findings underscore Procter & Gamble's strategy of treating girls in this category as individuals and inspiring them to ... 

[Estimated timeframe:Q1 2015 onward]

... think differently rather than be pigeon-holed.

The effects of the marketing messages seen by this group are far-reaching, impacting on the future roles they see for themselves in business as well as their behaviour as consumers.

The research, entitled Little Miss Understood, surveyed 1,070 girls in the 8-14 age group, revealing their likes, dislikes and what they want from the brands that target them.

According to Jeannie Tharrington, senior communications manager for North America feminine care at P&G: "The 'Always' brand revived its Like A Girl online video for the Super Bowl as it felt the message had struck a chord."

The ad shows girls of different ages acting out what it means to do something ‘like a girl’, for example running. Younger girls are seen to be running as fast and as hard as they can whereas older girls interpret the phrase negatively. It shows a stark contrast between the two age groups.

“Phrases such as ‘like a girl’, which is usually used in a negative context or as an insult, have an impact on a girl’s self esteem so we tried to set out and change its meaning from being an insult to mean doing something amazing,” coos Ms Tharrington.

“We got an overwhelmingly positive response to the video that we posted online so we wanted to find a bigger stage and even larger audience who can help to spread the message further.”

Read the original unabridged Marketing Week.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: MarketingWeek.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6519

New Software Helps General Motors Gain Market Edge

Trend Summary: General Motors says its investment in IT technology has changed the way the company operates and markets its products, whilst also creating new revenue sources.


In an article in today's Wall Street Journal, staff writer Steven Norton believes it’s too early to say whether the changes made by General Motors have made a major impact to its bottom line, although GM's new Shop-Click-Drive technology has helped to ...

[Estimated timeframe:Q1 2015 onward]

... sell around 15,000 new vehicles in the nascent technology's first year of operations.

However, the link between automobiles and IT is by no mean confined to General Motors. Other companies who have invested in internal software development include Facebook, Tesla Motors, flash retailer Zulily Inc and UK-headqartered pharmaceutical giant AstraZeneca.

All assert that IT not only provides a competitive advantage but is also a source of internal innovation.

Moving beyond pre-packaged tools helps these pioneering companies to be more agile when responding to market needs, and allows them to customise software to differentiate their business.

As FaceBook's chief information officer Tim Campos commented last year to CIO Journal (a Wall Street Journal offshoot): “We can’t be limited by what you can buy.”

While Dr Amy Braverman, principal statistician at NASA’s Jet Propulsion Laboratory, urged CIOs to avoid relying on off-the-shelf tools for analysing large datasets. “Don’t expect the existing software package you have is going to give you the tools to do what you need."

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: https://www.marketingtrendtracker.com/article.aspx?id=6515

UK Ad Industry Smacks Lips at Prospect of Driverless Cars

Trend Summary: The UK advertising industry appears set for a major boost following an upcoming governmental review of the driverless car market.


The British Government is apparently eager for the UK to become a world leader in driverless technology - doubtless to the joy of the nation's advertising industry. To this end, the UK parliament will publish a code of practice in the coming spring which will give the green light to the testing of autonomous cars. Following a series of trials over the next two years, the government will undertake a full review of ...

[Estimated timeframe:Q1 2015 - Q4 2017]

... current legislation by the summer of 2017. 

Moreover, according to the Department of Transport, changes to the Highway Code and the MOT test will be necessary to accommodate driverless cars on UK roads.

Says Professor Stephen Glaister, director of the RAC Foundation: "These trials are not just about harnessing technology to make our travelling lives easier and safer, they also involve getting the regulation right."

Adds the professor: "Alongside the hi-tech innovation you need policy decisions on long-term, low-tech matters such as who takes responsibility if things go wrong. As and when these vehicles become commonplace, there is likely to be a shift from personal to product liability and that is a whole new ball game for insurers and manufacturers."

Meantime. influential trade body, the Institute of the Motor Industry, has issued a warning note voicing concern that, "while the government is pushing ahead with making driverless cars a reality, the service and repair sector does not yet have the skills and infrastructure in place to deal with the new technology".

In similar vein, research untaken last year by Richard Branson's Virgin Group, found that 43% of the British public wouldn't feel comfortable with the presence of driverless cars on the roads, while a quarter of those surveyed said that they would not get inside such a car!

Meantime, the UK advertising and media industries are doubtless licking their lips at the prospect of mega advertising opportunities as and when the inevitable happens.

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: https://www.marketingtrendtracker.com/article.aspx?id=6508

Google Upgrades Offering Via Voice Search

Trend Summary: Google plans to make significant changes to its search results, providing spoken answers in addition to its traditional product links.


According to a securities filing made yesterday, Google stated: "We used to show just ten blue links in our results and users had to click through to different websites to get their answers, which took time. Now we are increasingly able to provide direct answers even if ...

[Estimated timeframe:Q1 2015 onward]

... you’re speaking your question via Voice Search."

This makes it quicker, easier and more natural to find what you’re looking for.”

The changes are also set to make a significant impact on how Google monetises its search facility.

Ads in response to product searches now resemble Amazon's product listings. For hotel searches, Google's ads now display price quotes for the room you want to book, emulating Expedia.

In sum, major advertisers will no longer simply buy keyword text ads that are the foundation of Google’s massive advertising business.

Google's updated offering is in part triggered by the proliferation of smartphones, where screens are smaller, users often want facts and where it may be easier to speak, rather than type, a search query.

The Mountain View mammoth also faces competitive pressure from smartphones, which enable users to bypass search and tap apps like Amazon’s for product searches, Yelp’s for local results and Priceline’s for flights and hotels.

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: Blogs.wsj.com.
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6507

Google Debuts 3-D Augmented Reality Scanner

Trend Summary: Google's ambitious plan to scan the whole world in 3D could be available via a smartphone app before the end of 2015.


Google’s 3D-scanning camera, code-named Project Tango, has graduated from the company's experimental laboratory and is about to enter the real world. Starting life as a concept for smartphones, the so-called ScanCam is able to scan the world around it in 3D, enabling it to create a model that could ...

[Estimated timeframe:Q1 2015 onward]

... be used for augmented reality.

The technology could also help make unfamiliar places accessible to people with sight problems, for example providing directions around an unfamilar store.

Project Tango could also eventually be used for mapping the dimensions of a new home before buying furniture.

It could also eventually be integrated into games, enabling children to play hide and seek with animated characters or changing familiar locations into the sites of other animations.

Google's Project Tango Development Kit allows other companies to make apps using the technology, an example being Target Stores, the second largest US retail chain. The technology was used in projects such as Target’s augmented reality app, which scanned shop shelves during the run-up to Christmas and covered them in virtual snow.

In a press release announcing the Tango launch, a Google spokesman said: “We're excited about the continued commitment to developing the technology for our users — we wish our fellow pirates fair winds and following seas.”

Read the original unabridged Independent.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: Independent.co.uk
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6502



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