195 Marketing Trends found for Economic/Political / National


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Uncertainty Drives UK Marketers Into Short Term Spending Strategy

Trend Summary: UK marketers lean towards short-term spending strategy.


Uncertain economic conditions in the UK are driving marketers to shift budgets into activation and digital advertising according to the  latest ...

[Estimated timeframe:Q3 2017]

...  Bellwether Report released today by UK advertising body, the Institute of Practitioners in Advertising [IPA].

The report for Q2 2017 is based on data drawn from a panel of three hundred UK marketing professionals, revealing that UK marketers have upwardly revised their internet budgets to the greatest extent since Q3 2007.

The increase in internet budgets fuelled growth in overall marketing budgets, which registered a net balance of +13.1% in Q2, compared to +11.8% in Q1.

Main media advertising also grew, although to a slightly softer degree than in the preceding quarter (net balance: +9.8%, down from +10.7%), as did PR (+2.1%) and events (+2.1%).

Other areas saw reduction, most notably sales promotions, which recorded a net balance of -10.7%, down on the previous quarter’s +1.2%. Reductions in budgets occurred in market research (-6.2%), direct marketing (-4.7%) and ‘other’ (-2.6%).

According to Paul Bainsfair, Director General of the IPA: “The election result has thrown further uncertainty into an already volatile environment".

“Specifically for marketers this has meant a desire, where possible, to seek out more activation-driven advertising. As evidenced strongly in this latest Bellwether Report, this has resulted in a further move towards advertising in the digital space.”

Read the original unabridged WARC.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: Warc.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=7230

Auto Sales, Barometer of US Economic Health, Declined in March

Trend Summary: Car sales - the barometer of America's economic health - took a dive during March.


March 2017 saw US auto sales sag to a third consecutive monthly decline, a worrying indication that years of sales growth have ...

 

 

[Estimated timeframe:Q2 2017]

... finally come to an end.

​According to a report by Associated Press auto writer Tom Krisher, the auto industry isn't worried.

It's making solid money selling reams of SUVs and trucks to consumers who are loading up on expensive features. But some analysts see large inventories of cars as a looming problem. Car sales were down almost 11%, although truck and SUV sales rose 5.2%, reports  Autodata Corp.

Hyundai suffered the biggest decline at 8%, followed by Ford at 7.5%, as popular car models such as the Sonata and Fusion suffered big decreases. Fiat Chrysler sales tumbled 5%t, while Toyota fell 2% and Honda just under 1%.

However, Nissan sales rose over 3%, while Volkswagen gained just under 3% and General Motors posted an increase of just under 2%, all helped by SUV sales.

Read the original unabridged Yahoo.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: Yahoo.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=7145

USA, Europe Shrug Off Economic Concerns

Trend Summary: Consumers and businesses remain calm despite the political turmoil on both sides of the Atlantic.


Despite the election of Donald Trump as US president and the UK's 'Brexit' from the European Union, consumers and businesses are apparently undaunted by the prospect of ...

 

[Estimated timeframe:Q1 2017]

... profound political change.

Economists and other prophets of woe have warned for months that the UK’s departure from the European Union could shake household and business confidence and damage the economy, but it hasn’t played out that way.

A wider trend across the rest of Europe and the USA suggests that consumers and businesses alike are seemingly undaunted by the prospect of profound political change on both sides of the Atlantic and may even be encouraged by it.

If the trend lasts it’s a plus for the still underpowered global economic recovery.

There are, as yet, few signs that the transatlantic economy and prospect of political change are denting what are known as "animal spirits", a term coined by the late John Maynard Keynes to describe the emotions that drive economic behavior.

According to Eric Lascelles, chief economist at RBC Global Asset Management: “Extremely uncertain public policy should be a drag that constricts growth."

“It clearly has not been [the case] in the UK. It simply seems not to be a powerful variable.”

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=7077

Recession, Austerity Drive Deep Changes In Small UK Businesses
... on ingenuity. The AXA study reveals that of the 5.2 million small businesses dominating the UK economy, more are based (and even more started) amid crisis and hardship. The research suggests that the key factor in this trend is that UK entrepreneurs are increasingly forged in the fires of adversity, with 30% of businesses founded in the last five years were in response to redundancy or......
[Estimated timeframe:Q4 2016]

... on ingenuity.

The AXA study reveals that of the 5.2 million small businesses dominating the UK economy, more are based (and even more started) amid crisis and hardship.

The research suggests that the key factor in this trend is that UK entrepreneurs are increasingly forged in the fires of adversity, with 30% of businesses founded in the last five years were in response to redundancy or long-term unemployment.

Moreover, disability, age and caring duties are factors increasingly cited as reasons to become self-employed.

The study also notes that a quarter of new businesses are founded by those on the cusp of retirement (55 to 65 age group) while a further seven per cent were created by people of state pension age.

Says Mike Stevenson, founder of Edinburgh based community investment firm Thinktastic: “I started a business at the age of sixty.”

“My view was that a lifetime’s experience would have been wasted if I had stepped back then. I also had energy, enthusiasm and the ability to influence the future.”

Read the original unabridged talk-business.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: TalkBusiness.co.uk
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=7005

Digital Media To Boost US Adspend to $548.2bn in 2016

Trend Summary: Digital Media is propelling the US advertising market towards a record $548.2bn this year.


Global media network Carat today published its updated forecast for worldwide adspend, revealing a positive outlook for the global advertising industry in 2016 through 2017, primarily thanks to ...

[Estimated timeframe:Q3 2016]

... the ongoing upsurge of digital.  

Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat’s latest global forecasts show that advertising spend will reach US$548.2bn in 2016, accounting for a +4.4% year-on-year growth.

The healthy outlook is fuelled by a buoyant 2016, marked by high-interest media events including the UEFA EURO championship, the Rio 2016 Olympics and Paralympics, as well as the upcoming US presidential elections.

In 2016, Carat expects a positive outlook for most regions with particularly robust growth in North America (+5.0%) and strong recovery in Russia (+6.2%), countering lower expectations in some markets.

The USA continues to show positive market confidence with forecasts revised up to +5.0% as the US presidential elections alone are expected to generate US$7.5bn of incremental spend.

Despite a slight moderation following the UK's Brexit referendum, Britain continues to be the largest advertising market in Western Europe, with positive growth of +5.4% expected in 2016, exceeding the average rate of +2.9% in the region. Advertising forecasts are also set to remain strong in Latin America and Asia Pacific, with +10% and +3.9% growth respectively in 2016, despite Brazil’s lower expectations and China’s adjustments to its ‘new normal’ economic landscape.

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=6980

US Senators Demand Action On Ad-Click Fraud

Trend Summary: Two US Democrat Senators are demanding assurances from the Federal Trade Commission that action be taken to eliminate ad-click fraud.


In a letter to the Federal Trade Commission [FTC], Democrat Senators Chuck Schumer and Mark Warner seek assurances about programs that enable hackers to seize control of multiple computers remotely, providing them with access to consumers' ...

[Estimated timeframe:Q3 2016]

... personal information.

Messrs Schumer and Warner specifically request the FTC to provide details on what it's doing to crack down on ad-click fraud.

Say the duo: "These programs allow hackers to seize control of multiple computers remotely, providing them access to personal information as well as the ability to remotely install malware to engage in advertising fraud, entirely unbeknownst to the computer's true owner".

Internet advertising revenues in 2015 were estimated at $59.6bn - but say the duo "many of the purchased ads are not reaching their intended audience, instead, they are being intercepted by botnets".

Maintain Schumer and Warner: "Bots plague the digital advertising space by creating fake consumer traffic, artificially driving up the cost of advertising in the same way human fraudsters can manipulate the price of a stock by creating artificial trading volume."

Last month, the World Federation of Advertisers predicted that by 2025, fake Internet traffic schemes will be second only to the cocaine and opiate markets as a form of organised crime.

Read the original unabridged Foxbusiness.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.foxbusiness.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6930

Brand 'China' Seen as Cool, Overtakes Foreign Rivals

Trend Summary: A global revolution in sentiment towards Chinese goods has spread, gaining new respectability for “Made in China” brands.


A quality Chinese brand has emerged, enabling the nation's manufacturers not only to catch up with their more established foreign rivals, but starting to surpass them in China and elsewhere. The Made in China brand no longer means ...

[Estimated timeframe:Q2 2016]

... cheap, inferior, and unfashionable.

Instead the 'respectable' Chinese brand has emerged, many of which have not only caught up with their more established foreign rivals but have started to overtake them - not only in China but elsewhere on the globe.

According to an article penned today by Wade Shepard in Forbes.com, 70% of smartphone sales in China back in 2011 were from three foreign brands: Nokia, Samsung, and Apple.

While Mark Tanner, the director of Shanghai-based consumer research firm China Skinny, recalls that “any self-respecting Chinese consumer wouldn’t be seen dead with a local brand.”

Now, barely five years later, this has dramatically changed.

Says Tanner: “Last year, eight of the top-ten smartphone brands were Chinese,”“with Huawei and Xiaomi in the top spots and local brands quickly eroding the two foreign brands, Apple and Samsung.”

Read the orginal unabridged Forbes.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: Forbes.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6895

UK Firms Split by 'Digital Divide'

Trend Summary: According to new research jointly funded by the CBI and IBM, a digital divide is opening up across the British economy.


Despite the UK ranking top place globally for e-commerce and fifth place for the availability of technology, the nation remains only fourteenth in the world league table for company-level adoption of digital technology, with many British companies struggling to  ...

[Estimated timeframe:Q2 2016]

... digitise their businesses at the same rate as their peers in other countries.

According to the Confederation of British Industry, the UK's largest business group, its member companies cite a mix of connectivity challenges and security concerns as the main barriers to digital adoption.

Predominantly, however, they are hindered by a lack of appropriate skills within their business (42% of firms) and an unclear return on investment (33%).

The problem is not lack of conviction about digital's potential impact. Nearly all firms believe that digital technology has the ability to revolutionise the business landscape, driving productivity, growth and job creation(94%), while almost three quarters (73%) of the survey sample perceive  improved customer satisfaction and experience to be the biggest benefit.

To take advantage of digital technology across the economy, the CBI, the UK’s largest business group, recommends its members to:

   1. Appoint a Chief Digital or Technology officer to the senior executive team to drive digital strategy and execution.

   2. Increase the age and skills diversity of boards and board advisers, drawing on the expertise of a new generation of ‘digital natives’.

Read the original unabridged CBI.org 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: CBI.org
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6882

Three Key Data Points As Marketers Move Into Q2 2016

Trend Summary: A new seventy-three page report reveals marketers most urgent priorities and concerns.


The report, published today by US customer relationship management and cloud computing giant Salesforce.com, reveals the branding and advertising world's major concerns, priorities and challenges as marketers move into the  ...

[Estimated timeframe:Q1 2016]

... second quarter of 2016.

The seventy-three-page report, titled State of Marketing, found the following three data points (brought to life by GIFs) to be especially compelling:

  1. Data drives sales: According to Salesforce, its extensive surveying proves something sophisticated brand-minded players have always held true: that winning marketers nowadays are driven to success by a wealth of data.
     
  2. Long-game strategy:  Roughly 66% of marketers said they play the long game. Considering the breadth of Salesforce's study, the players who responded in such a fashion were clearly not only from the ultimate lead-gen niche—automotive—but also from other sectors.
     
  3.  eMail is tranding: A study from Epsilon published last week showed that millennials are receptive to emails from retailers like never before. However, this stat from Salesforce shows that marketers are already aware of this.


Approximately 66% of marketers said they play the long game. Considering the breadth of Salesforce's study, the players who responded in such a fashion were clearly not only from the ultimate lead-gen niche—automotive—but also from other sectors.

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=6865

Global Marketing Growth Continues to Expand

Trend Summary: Global marketing activity is growing steadily at close to a constant rate over the last few months.


The Headline Global Marketing Index [GMI] for February, published by London headquartered World Economics, registered a value of 54.8, unchanged on its value for January. All regions experienced growth in marketing activity, albeit at ...

[Estimated timeframe:Q1 2016]

... very different rates.

The recorded index values for the Headline GMI were up by 0.7 in Europe, largely stable in the Asia-Pacific area and slowed by 0.5 in the Americas.

In February, the global survey showed that the allocation of marketing budgets to TV continued to fall with an index value of 49.5, virtually unchanged on the previous month.

This was the fifteenth consecutive month in which the value of the global TV index was under the 50 ‘no-change’ level, indicating month-on-month falls in global TV budget share.

Digital and Mobile advertising also continued to rise rapidly on a global level, with very robust index values. Both media rose strongly across all regions expanding their share of advertising budgets.

In Europe, in contrast to the global trend, the resources devoted to TV grew with the index recording a 0.5 increase, up on the previous month. This is the fifth consecutive month that Europe has seen a rise in the growth rate of television.

In the Asia-Pacific region and in the Americas spending on TV both fell for another month.

Commenting on these trends, World Economics CEO Ed Jones said: “The Headline Global Marketing Index reading for February indicates that marketing budgets are growing strongly in Europe, but are declining in the Asia-Pacific region and in the Americas. The allocation of budgets to traditional media continue to suffer from the rapid expansion of spending on Mobile and Digital media.”

Read the original unabridged World Economics.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: WorldEconomics.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6841



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