2,134 Marketing Trends identified as at Jul 28, 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 28/07/2016

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Marketers Don't Understand Brand-Building In the Digital Age

Trend Summary: Marketers have "their heads in the sand" when it comes to understanding brand-building in the digital age.

That's the opinion of Mark Addicks, former CMO of General Mills. Addressing the Advertising Research Foundation's Audience Measurement 2016 conference, Addicks who retired in 2015, suggested that enormous opportunities exist in ...


... the evolving media ecosystem.

"We are seeing an explosion of ways that a brand can express itself" said Mr Addicks. "It will be about the revolution of 'now': the first click; the first walk through the retail store; the first interaction with the brand."

But the response to this shift among brand custodians, Addicks argued, has not been uniformly impressive: "I'm a little shocked at how many people on the marketing-side still have their head in the sand.

"They're still talking in terms of 'predictable audiences' and 'predictable outcomes'. They're not in the flow of this 'now' at all."

"They really haven't acknowledged that we have a consumer in control, and that the nerve centre is the telephone. It's the place that they will start and finish."

Read the original unabridged Warc.com article.

[Estimated timeframe:Q3 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=6942

Tech Titans Adopt Music Streaming As Customer Bait

Trend Summary:  IT and online media mammoths are funding their future ambitions via music subscription services.

Streaming music is a mere sideline for the industry’s power players—Apple, Amazon.com and Google's parent company Alphabet. For these tech titans, paid streaming services aren’t just a new revenue stream; their strategy is to use these services as ...


... bait to attract and retain customers so they can sell them other merchandise. Moreover, the influence of these titans looks likely to grow.

Apple is revamping its Apple Music app while exploring an acquisition of streaming service Tidal - the first music service with high fidelity sound quality.

Not to be outdone, Amazon is preparing to introduce a stand-alone $10-a-month subscription music service, matching the subscription fee charged by Apple Music and by Alphabet, which offers ad-free music via its YouTube Red and Google Play Music services.

Given that streaming music advances their other ambitions, Apple Music, Amazon, Alphabet’s Google and YouTube units, don’t need their services to be hugely profitable, though none of them are selling subscriptions at prices that suggest a willingness to lose money.

Such tactics gives the tech companies a major advantage over smaller rivals such as Pandora Media, Spotify AB and French counterpart Deezer, whose main businesses are music streaming.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q3 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=6941