2,134 Marketing Trends identified as at Oct 23, 2016

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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 23/10/2016

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Technology and 'Content Crap' Obstruct Creativity P&G Marketing Boss Warns

Trend Summary: Technology is obstructing creativity according to the world’s largest advertiser.

Marc Pritchard, chief brand officer at the world’s largest advertiser, Procter & Gamble [P&G], believes that the current fight between creative and technology, aka content marketing, and adland's current flavour of the month is ...


... producing “crap.”

Addressing the Association of National Advertisers Masters of Marketing conference in Orlando last week, Mr Pritchard didn't mince his words: “Advertising has a bad reputation as a content crap trap”.

“In this digital age we’re producing thousands of new ads, posts, tweets, every week, every month, every year. We eventually concluded all we were doing was adding to the noise.”

He also revealed that: "P&G stepped up its game to give consumers the brand experiences they deserve. It raised the bar on creativity to give consumers its very best work—the key to its growth."

The hard work has paid off. So how did P&G undertake this massive marketing transformation?

Admitted Mr Pritchard: “We were getting so confused by all the technology; we tried to simplify it.”

“Brand building is not rocket science. We came up with the idea of the "creative canvas": to talk about what your brand does. We went brand by brand and raised the bar and didn’t accept mediocrity. That had to cascade to agencies and suppliers. The agencies want to do great work and we provided more clarity and asked for the best work.”

Read the original unabridged Chiefmarketer.com article.

[Estimated timeframe:Q4 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: ChiefMarketer.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=7011

'Grey Entrepreneurs' Boost UK Business

Trend Summary: New research reveals that years of recession and austerity have wrought a deep change in the character of UK business.

The research, conducted on behalf of French multinational insurance giant AXA, reveals that the UK's unemployed, pensioners and parents experiencing  in-work poverty have all resorted to ...


...  self-employment.

In the light of this trend, innovation and inventions have grown, while the number of people turning a hobby into a money-spinner has doubled.

Moreover, ‘Grey entrepreneurs’ have become  a rising force in the UK economy. A quarter of new businesses are founded by those on the cusp of retirement (55-65 age group), and seven per cent by people of state pension age.

“I started a business at the age of sixty,” says Mike Stevenson, founder of Edinburgh based motivational communications agency Thinktastic. “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.”

Eight in ten respondents to the survey said that a life crisis had taught them survival skills needed in business. A quarter of the survey sample cited a financial disaster, while 17% were prompted by an accident or illness.

Other crises included a business failure (9%), depression or a breakdown (16%), and even heartbreak (11%).

Read the original unabridged Talk-Business.co.uk article.

[Estimated timeframe:Q4 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: TalkBusiness.co.uk
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=7010