2,134 Marketing Trends identified as at May 26, 2017

2710
Drum Media Award

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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 26/05/2017

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Banking Gets Personal As Customers Get Choosey

Trend Summary:   Banking Gets personal with the rise and rise of the Customer.


All evidence suggests that customers are taking advantage of the old business credo" Whoever delights you keeps you", according to Vikrant Karnik, EVP & global head at ...

......

...cloud foundational services FS Capgemini

Posits Mr Karnik: "For decades the consumer-banking model was built around customers who open accounts with a particular institution and stay there for life".

"Now, that model has been upended. Advancements in analytics, processing power and artificial intelligence have created an environment in which traditional institutions and fintech startups alike have an unprecedented ability to understand their customers, providing them with well-tailored, personalised avenues for managing their financial lives"

All evidence suggests that customers are taking advantage of the situation.

According to a 2016 survey of 55,000 banking consumers in 32 countries conducted by Ernst & Young , 40% said they had used a non-bank financial services provider during the last twelve months. A further 20% said they plan to do so in the near future.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q2 2017]

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=7184

Google Moves In On Artificial Intelligence for Marketers

Trend Summary: At its recent I/O [Input/Output] conference Google told marketers and advertisers it’s time for those who hesitated to take another look.


For many years, the idea of delivering robust personalisation and relevance in online advertising was aspirational, causing some marketers to pause. However, according to Ben Rubenstein, president of Denver based Possible Mobile, a developer of iOS and Android mobile apps for popular major brands it's ...

 

......

... time for those who hesitated to take another look.

Google positioned Instant Apps as an on-boarding tool for new users of the full app. However, marketers will now also have the ability to provide a slimmed-down version that may suffice in scenarios like one-day visits to a city or attendance at a two-day music festival.

These apps appear in Google search results and there could be multiple versions of the slimmed down app in order to match the users search term and needs.

The experience is seamless to the user and will create a new vector to generating a sale or an app install.

The ability to execute a transaction in the app may actually downplay the need for a full install in some instances. The difficulty of getting a full app into an instant app will vary; Google provided a 4 to 6 week level of effort.

Read the original unabridged The Drum.com article.

[Estimated timeframe:Q2 2017]

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: http://www.marketingtomorrow.com/article.aspx?id=7181