2,134 Marketing Trends identified as at Jun 27, 2016

2499
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Conducting a daily scan of relevant online and offline information sources, the MTT team identifies, curates and collates the current and future trends most likely to impact upon the world’s communications industries. These trends are categorised under twelve main headings and forty subheadings.


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Today’s Marketing Trends 27/06/2016

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Marketers Urged to Rethink Messaging App and Chat Bot Usage

Trend Summary: Human-centric customer experience is essential as data and automation increasingly drive brand-customer interactions.


According to Holly Joshi and Niklas Zillenger, senior marketers at SapientNitro Australia, a careful balancing act is necessary given the popularity of messaging apps, while for brands chat bots inserted into messaging apps are set to dramatically ...

......

... change the marketing game.

Joshi and Zillerger posit that not only will opportunities for consumer engagement provided by messaging apps force brands to put the customer journey at the core of their personalisation effort, marketers will require a fundamental strategic rethink for many brands.

Says Ms Joshi: "Audiences and segmentation really change. Background infrastructure, data layers and your data management platforms are going to become even more complex and even more necessary."

She added that: "You're actually going to have to start thinking about tracking individual conversations." Warned Mr Zillenger: "From an experienced design perspective, this renders a lot of tools that we use at the moment on a daily basis absolutely useless."

Read the original unabridged Warc.com article.

[Estimated timeframe:Q2 2016]

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: http://www.marketingtomorrow.com/article.aspx?id=6919

Digital Upswing Puts Ad Agencies Under Pressure

Trend Summary: Under pressure to produce more work for less money, ad agencies look to move faster and more efficiently.


Exemplifying the growing pressures summarised above, the famed DDB ad agency, founded in 1949 as Doyle Dane Bernbach, is facing its toughest makeover yet, reinventing itself in the face of a  rapidly changing ...

......

... digital ad landscape.

Under pressure to produce more work for less money or risk losing clients, creative agencies are trying to tweak their business models to move faster and more efficiently.

For decades marketers have been calling for a more nimble ad model, but the cry has grown louder in recent years as brands look to more effectively reach consumers via a growing number of platforms.

Comments Wendy Clark, ceo of DDB North America: “Technology has now enabled consumers to have an expectation of brands and companies that is much quicker", adding that clients “need partners that are built on that marketplace of speed”.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q2 2016]

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.marketingtomorrow.com/article.aspx?id=6917