348 Marketing Trends found for Corporate / Products

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Internet Fast Lane Proposal 'Built on Bribes', Says Web Founder

Trend Summary: The so-called 'Father of the Internet' warns that the world wide web is endangered by power-hungry internet service providers.

According to Sir Timothy John Berners-Lee, the English computer scientist who created the World Wide Web, his invention is endangered by profit-hungry Internet Service Providers [ISPs] who stand to wield an unacceptable level of power over a medium intended by Sir Tim to be a decentralised network in which no single entity could ...

[Estimated timeframe: Q3 2014 onward]

... dictate outcomes to everyone else.

Berners-Lee criticised ISPs and other opponents of net neutrality regulation who argue that applying restrictions on their activities is tantamount to regulating the Internet.

Not so says Berners-Lee, who posits that there's a fundamental difference between regulating the providers of broadband and government oversight of the services that run on top of it. He argues that strong net neutrality rules would help preserve the line dividing the two, thereby limiting the incentive of ISPs to meddle in the market for services.

Sir Tim cites the US market as an example. "A lot of congressmen say 'Well, sign up for the free market', and feel that it's just something you should leave to go by itself."

Berners-Lee disagrees. "Well yeah, the market works well so long as nobody prints money. So we have rules, okay? You don't steal stuff, for example. The US dollar is something that everyone relies on. So the government keeps the dollar a stable thing, nobody steals stuff, and then you can rely on the free market."

He recalls that when he first created the Web, he took the telephone wire coming out of his wall, plugged it into his computer and could instantly connect to any other computer. He didn't have to ask his telephone company's permission to introduce a new feature, he wryly noted.

But the rules currently under review by the Federal Communications Commission, would tacitly allow ISPs to charge content companies for priority access to consumers, and change how easily inventors could spread their ideas.

In such a future, Berners-Lee warns, new technologies and companies might crop up faster in countries other than the US  if services were forced to "bribe" their way to success.

Read the original unabridged WashingtonPost.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: WashingtonPost.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6408

Smart TV Predicted to Rule World by 2020

Trend Summary: Internet-connected TV sets will continue to multiply across the world, as will standalone internet set-top-video devices.

According to London-based Digital TV Research, a specialist in the provision of business intelligence for the global television industry, smart TV ownership  is expected to double its global penetration to 30.4% by 2020, compared with 12.1% in 2014. 'Smart TV' (sometimes referred to as connected TV or hybrid TV)  is a television receiver with integrated internet and Web 2.0 capabilities. These devices exemplify the technological convergence between ...

[Estimated timeframe: Q3 2014- Q4 2020]

... computers, TV sets and set-top boxes.

In addition to the traditional functions of television sets and set-top boxes via traditional broadcasting media, these 'smart' devices also provide online interactive media, IPTV (Internet Protocol TV), OTTC (over-the-top content), as well as on-demand streaming media, and home networking access via computers and television sets and set-top boxes. However, OTTC should not be confused with IPTV, Internet TV or Web TV.

Complementing the traditional functions of TV sets and set-top boxes provided by traditional broadcasting media, the future will see smart devices that also provide online interactive media, IPTV and OTTC. They will also offer on-demand streaming media such as Hulu and Netflix in addition to home networking access.

Digital TV Research predicts that around 965 million standard TV sets will be in worldwide use by 2020 compared with 339 million by the end of this year — up from 103 million at the end of 2010.

China will continue to be the major manufacturer of smart TVs, selling 160 million units by 2020, while the USA will make 92 million smart TV devices and India 75 million.

South Korea is expected to have the highest penetration of smart TVs with 52.7% by 2020. The UK will follow at 50.6%; Japan 48.6%; and the USA 47.%.

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=6406

Apple Set to Revolutionise Global Payments System

Trend Summary: Spurred by new products from Apple, consumers are on course to dump cash and credit cards in favour of electronic gadgetry.

A recent article by the Wall Street Journal's Senior Special Writer Robin Sidel predicts that consumers will move further away from cash and cards as they embrace technologies that enable them to pay for purchases via electronic gadgets such as tablets and smartphones. The trend is spurred by Apple's ...

[Estimated timeframe: Q3 2014 onward]

... launch last week of its new iPhone, alongside the debut of its latest gizmo for tech fashionistas - the Apple iWatch.

These two objects of desire offer consumers a more secure way to make card payments at the checkout. It also is expected to make debit and credit card purchases faster and easier for shoppers making online purchases and when visiting bricks-and-mortar stores.

This, unnamed industry executives told the WSJ, should lead to more payments via electronic networks and fewer cash transactions.

According to Jud Linville, who runs Citigroup Inc's credit-card business: "If paying by phone is easier for the consumer, it is first and foremost likely to displace cash."

However, technologies like Apple Pay have been around for about a decade, thus far provoking more yawns than dollars from consumers. Will Apple break the trend?

The WSJ's Brian Fitzgerald is not convinced, citing people familiar with the arrangement.

"Card issuers will pay Apple a small per-transaction fee to participate in Apple Pay, which means they would make less money than they would with an old fashioned  card swipe at the cash register."

Despite which, according to insiders. retailers are betting they will more than recover their transaction costs as electronic payment volumes increase.

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=6403

Big Brand Marketing Is Too Insular, Guru Argues

Trend Summary: Big brands are spending too much time and money in keeping up with the Corporate Jones's.

According to Rick Liebling, head of global marketing at Unmetric Inc - a New York headquartered data analytics and benchmarking specialist - too many big brands are devoting too much of their marketing resource in 'me too' efforts that emulate their main competitors. He cites as typical corporate examples of keeping up with the Jones's such major brands as ...

[Estimated timeframe: Q3 2014 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6392

Personalised Ads Herald New Era in TV Advertising

Trend Summary: Heralding a new era in TV advertising, Coca-Cola UK has teamed with Britain's Channel 4 to broadcast digital TV ads personalised to individual viewers.

Presaging a new era in TV advertising, Coca-Cola's unique venture extends its Share a Coke campaign via a ground-breaking deal with the state-owned (but commercially funded) Channel 4. Viewers watching 4oD (4 on Demand) content will see a ten-second bespoke spot in which the Channel 4 logo morphs into a bottle of Coke personalised with the names of individual viewers and the ...

[Estimated timeframe: Q3 2014 onward]

... strapline ‘Share a Coke’, followed by a thirty-second commercial which targets the channel’s 16-34 demographic.

Earlier this year the broadcaster claimed that its database of registered viewers had reached over ten million people, among them fifty percent of all UK 16-24 year olds.

Says Bobby Brittain, marketing strategy and activation director at Coca-Cola Great Britain: “This marks an exciting development for the 'Share a Coke' campaign, as we harness technology to make it more personalised than ever before.”

Claims Mr Brittain: “A huge number of consumers are already going out to find Coca-Cola bottles with their name on, but engaging with the campaign online and through social media. These new innovations will help us reach an even wider audience with timely, relevant advertising.”

Read the original unabridged TheDrum.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: TheDrum.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6368

Microsoft Ceo Stakes Future on New Search Tool

Trend Summary: Microsoft is poised to release a new kind of search tool which focuses less on devices and more on what users do with such devices.

The device, branded Delve, is central to Microsoft ceo Satya Nadella's much hyped vision to transform the hitherto static giant into a "productivity and platform company." Mr Nadella's vision means less focus on devices, more focus on what people do with the devices. According to Nadella, Delve is the gateway to a world where your phone/tablet/PC/TV knows you, understands you and ...

[Estimated timeframe: Q3 2014 onward]

... recognises and caters for your needs even before you issue a command.

Mr Nadella named a number of Microsoft technologies that will bring this vision to life. According to his memo to the Redmond faithful, these initiatives will:

  • Enable people to meet and collaborate more easily and effectively.
  • Express ideas in new ways, thanks to the magic of ambient intelligence via Delve and Cortana. The latter is Microsoft's answer to Apple's Siri (a real-time translation tool for Skype users) and part of the latest version of Windows Phone. It is expected to be available before the end of 2014.
  • These systems will ask questions naturally and have them answered with insight from Power Q&A. The technology will conquer language barriers and change the world via Skype Translator.

Delve, previously codenamed Oslo, could be one of the most interesting of all Microsoft's current attemps to catch-up with Google.

It is Microsoft's version of Google search, although unlike the latter, it doesn't search the web. Instead it searches emails, social networks, and corporate documents stored in Office 365.

Read the original unabridged BusinessInsider.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: BusinessInsider.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6364

PC Sales Forecast to Lag Behind Tablets in 2015

Trend Summary: Global sales of tablet computers are predicted to surpass shipments of PCs in 2015, despite which the latter are projected to record a sales rebound this year.

According to US-based information technology research firm Gartner Inc, circa 321 million tablet computers will be shipped worldwide next year, dwarfing sales of traditional desktop and notebook computers which will notch only 261.7m. If “premium” ultramobiles (which include high-end laptop/tablet hybrids such as Windows 8 devices (which Gartner classifies as PCs), this would bring the total PC market in 2015 to ...

[Estimated timeframe: Q3 2014 - Q4 2015]

... nearly 317 million shipments.

This year, 256 different brands of tablets, including iPad and Android-based devices, will ship versus 308 million PCs, including 296,000 traditional units.

Despite years of shrinking sales, 2014 is shaping up as a relative bright spot for PCs. After declining 9.5% in 2013, the global market is forecast to contract by only 2.9% this year, thanks in part to Microsoft ending support for Windows XP.

According to Ranji Atwal, research director at Gartner: "Business upgrades from Windows XP and the general business replacement cycle will lessen the downward trend, especially in Western Europe."

Continues Mr Atwai: "This year, we anticipate nearly 60 million professional PC replacements in mature markets."

However, as tablets themselves reach mainstream adoption, growth is expected to slow this year to reach 256 million units, increasing 23.9% from 2013.

Lower demand for smaller tablets in mature markets and a shift toward so-called "phablets" (large smartphones) in emerging economies like South-East Asia are contributing to the PC's slowdown in growth.

Meantime, Google’s Android is expected to continue its worldwide dominance in 2014, with a 30% share of shipments across mobile phones, ultramobiles (including tablets) and PCs.

Specifically, 1.1 billion Android devices will ship this year, up from 899 million in 2013, followed by Windows (333.4 million) and iOS (271.1 million).

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=6361

Card-Free Online Shopping Hits the Ground Running

Trend Summary: A Swedish company claiming to simplify online payments for consumers is set to open its cyber-doors to US and UK shoppers.

The company, Klarna AB, headquartered in Stockholm, allows users of its platform to shop with 45,00 online merchants without entering credit card details or passwords. Rivalling US payment giant PayPal, Klarna claims to be one of Europe’s fastest growing companies, and already serves twenty-five million consumers in fifteen markets. It also claims to already ...

[Estimated timeframe: Q2 2014 onward]

... handle 30% of all online payments in the Swedish market.

According to Klarna executives, the service will become available to UK shoppers on 1 July, initially on the FitnessGuru.com website.

The Swedish interloper faces daunting competition from the long-established eBay-owned payments titan PayPal, although in terms of consumer convenience, Klarna may well trump PayPal with its simple and shopper-friendly payments system.

Using the Klarna system to have goods ordered and delivered, shoppers need provide only a minimum of personal information – sometimes just an e-mail address.

Having ordered without providing credit card or banking information, customers have fourteen days to pay Klarna (using traditional methods such as a direct bank transfer) before incurring late fees.

In the interim, Klarna underwrites the risk.

Klarna's aim is to solve a problem known to online retailers as "shopping-cart abandonment" - a syndrome whereby shoppers fail to follow through on purchases if they perceive there to be too many obstacles in their way.

Founded in 2005 by three business school students in Stockholm, Klarna has quickly established itself one of Europe’s fastest-growing startups. It charges fees to the online merchants who use the services, as well as interest on consumer installment payment plans.

It is backed by around $282 million in venture capital funding from firms including Sequoia Capital, based in Menlo Park, California.

Read the original unabridged WSJ.comarticle.

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=6354

Amazon Debuts a New Smartphone Shopping Era

Trend Summary: Amazon has unveiled its own smartphone - a move that poses a massive threat to retailers worldwide.

Amazon's new phone, branded Fire, features two new breakthrough technologies - Dynamic Perspective and Firefly - which enable users to view and interact with the web  through a whole new lens. Dynamic Perspective uses a new sensor system to respond to the way in which you hold, view, and move Fire, enabling a user to ... 

[Estimated timeframe: Q2 2014 onward]

... enjoy facilities unavailable on other smartphones.

Firefly quickly recognizes things in the real world — web and email addresses, phone numbers, QR and bar codes, movies, music, and millions of products, enabling users to take action in seconds simply by pressing the Firefly button.

The new smartphone also offers audio recognition, a feature that will likely attract advertisers focused on second-screen marketing. The technology could also pick up on audio clips to serve consumers related content or ads, similar to Facebook’s new Shazam-like feature.

Richard Guest, president of the US arm of ad agency Tribal Worldwide, claims that Firefly is able to to find products on Amazon within seconds. This facility, according to Guest, is a potential gamechanger in how consumer-goods brands (many of which may have never seriously focused on e-commerce) merchandise their products on the shopping platform.

"It will rapidly accelerate showrooming that retailers are already trying to combat in different ways," Guest opines, although why the adman has opted to act as an Amazon spin doctor is unexplained in the AdWeek article. There is no mention of the global retail titan on Tribal Worldwide's website.

Hope, however, springs eternal in the human breast.

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=6348

Automated Digital Ad Buying Threatens Trad Agencies

Trend Summary: Due to the increased use by major marketers of automated ad buying systems, the trend to delegate media buying to ad agencies is on a downward curve.

According to ad tech firm Casale Media, marketers are increasingly opting to use so-called “programmatic” systems to buy digital advertising, as opposed to the time-honoured practice of paying ad and media agencies to handle the chore. This not only avoids the necessity to pay agency fees or commissions, it also means that advertisers no longer have to ...

[Estimated timeframe: Q2 2014 onward]

... share their data and campaign results with their agencies' other clients.

Casale Media says it’s seen a significant shift in this direction over the past eighteen months.

For example, during the fourth quarter of 2012, just 3% of the companies using Casale's buying systems were themselves marketers. By the fourth quarter of 2013, however, that percentage more than tripled to reach 11% of buyers.

Research by America's Association of National Advertisers [ANA] also suggests that marketers are growing increasingly concerned about the lack of visibility as to how their money is spent by agencies when it comes to automated buying.

In a recent ANA survey of its members, 46% of the 125 marketers polled said they had concerns about transparency with their agencies.

Moreover, a research report issued by Casale notes: “This finding suggests that over the last year, as marketers have proven the programmatic concept and become more familiar with the channel and its potential, those equipped to do so are increasingly opting to take programmatic spending in-house, bringing it closer to existing stores of rich customer data”.

Read the original unabridged Blogs.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=6330

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