Tomorrow's Marketing Trends - Today

2,134 marketing trends identified as at Aug 21, 2014

2086

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INSIGHTS FOR TODAY 21/08/2014 - please register to see more Insights

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Retail Giant Calls for Standardisation of Mobile Commerce

Trend Summary: UK e-commerce giant Shop Direct has opened its doors to rival retailers in a bid to encourage shared learning and standardisation of mobile-commerce.


Shop Direct, the Liverpool headquartered retailer whose online brands include Very.co.uk, Littlewoods and Isme, invested £100K in its in-house UX [user experience] Lab earlier this year. According to Jonathan Wall, e-commerce director at Shop Direct, the company has, until recently, been spending up to £13K per project with a third-party agency, in some cases using such services up to thirty times annually. Mr Wall also admitted that the UX sector of the business had "struggled" to ...

......

... win senior stakeholder buy-in.

He was also aware that to achieve the brand's aims necessitated bringing the UX service in-house.

Mr Wall claims that Shop Direct is the first major retailer in the UK to handle user experience and “testing at scale” in-house.

“Back when we first started, we had to go out and see what others were doing. We went to the best in breed; to the likes of Google, the Telegraph Group, and The Guardian, who had in-house UX Labs. But there certainly wasn’t anyone in retail".

Despite the challenges faced by all startups, Wall insists that the UX Lab has been “the best thing we’ve done in the past two years for our e-commerce business.”

Based in Liverpool, the Lab is doing up to fifty A/B tests [jargon for a randomised experiment with two variants, A and B], which attempts to understand Shop Direct consumers better.

Now Wall and his team are working to create a more refined digital offering based on those learnings.

Read the original unabridged TheDrum.com article.

[Estimated timeframe: Q3 2014 onward]

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=6394

Big Brand Marketing Is Too Insular, Guru Argues

Trend Summary: Big brands are spending too much time and money in keeping up with the Corporate Jones's.


According to Rick Liebling, head of global marketing at Unmetric Inc - a New York headquartered data analytics and benchmarking specialist - too many big brands are devoting too much of their marketing resource in 'me too' efforts that emulate their main competitors. He cites as typical corporate examples of keeping up with the Jones's such major brands as ...

......

... American Airlines vs United Airlines, Nike vs Adidas and McDonald's vs Burger King.

Mr Liebling compares these corporate contests with the historic rivalry between basketball legends Larry Bird and Magic Johnson who mutually  obsessed over each other's performance. Who put in more hours of practice each day? Who had the better weekly game stats? Who won the most MVP (Most Valuable Player) honours?

Argues Leibling: "Brands can and should look to others in their traditional competitive set to help guide their social media efforts. This can range from understanding on which social networks to focus resources, to uncovering specific content or campaigns that elicit high engagement from consumers generally interested in travel, shoes, fast food or whatever.

He cites three examples of how this might work.

1. Customer service insights: Airlines and hospitality brands have typically led the charge on using social media for customer service. Brands outside of the sector such as financial or credit card companies that also deal with a lot of customer service-related issues can look to the social strategies of airlines for best practices. These KPIs can include response-rate percentage, average response time, and response type -- for example, does the brand request a direct message, apologise openly, etc.

2. Event-based marketing: As the 2014 Winter Olympics and FIFA World Cup demonstrated, event-based marketing via social media is an immense opportunity for brands to reach engaged audiences all over the globe. Brands (even ones that aren't official event sponsors) can benchmark their social efforts against other sponsors outside of their sector. For example, a brand like Coke could benchmark its social content and campaigns against Sony or Visa for a major event - not just against other beverage or cola brands.

3. Fan affinity: Consumers often choose products based on demographics and psychographics, and brands can learn a lot by observing the social strategies of brands that fall outside of their sector but target the same consumer. For example, an auto brand could look at the social media efforts of a clothing brand that goes after the same young affluent consumer. This data informs what type of content each brand is up against from a share-of-voice perspective with that specific audience. Brands can look to brands outside of their sector to identify specific content and campaigns that resonate well (or have failed) with the audience they have in common.

Leibling poses a key question to the CMOs of big brands: Are you observing brands on social media outside of your sector? If not, you may be missing insights that can yield unexpected ideas, push you to think differently and stir up new wells of creativity that might otherwise remain stagnant.

Read the original unabridged AdAge.com article.

[Estimated timeframe: Q3 2014 onward]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6392