Tomorrow's Marketing Trends - Today

2,134 marketing trends identified as at Mar 03, 2015

2198

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Trends FOR TODAY 03/03/2015 - please register to see more Trends

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Unilever to Invest in Tech Startups Via Crowd-Sourcing

Trend Summary: Unilever has launched a new crowdsourcing platform to enable its brands to directly invest in start ups.


Unilever's new direct crowdsourcing platform, named IDEAS, is an initiative to support the FMCG titan's plethora of brands by involving new and innovative marketing start-ups in the fields of digital, content, social and mobile. The Anglo-Dutch giant hopes that the new strategy will enable it to increase its investments in individuals with new ideas, for example ...

......

... students and film makers.

In a recent interview with Marketing WeekUnilever’s senior vice president of global marketing Marc Mathieu said: “We think Unilever consumers will respond better to marketing ideas created by their peers, opposed to the cumbersome process of our internal marketing team going through briefs step-by-step, as there’s more of a spontaneity and honesty about the indie creative process".

Added Mr Mathieu: “Through the Foundry we’ve already started to work with people making ibeacon tech and AI, concepts that are the next big wave of technology. Some of our investments will lose, some will win, but we know some will emerge and be as big if not bigger than Facebook.”

The Unilever VP also implied that his company is interested in virtual reality technology, noting that “Platforms like Oculus Rift, once [they become] mainstream, will render experiences into people’s lives which will certainly impact the way we bring our brands alive and into consumers lives.”

Read the original unabridged MarketingWeek.com article.

[Estimated timeframe:Q1 2015 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: MarketingWeek.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6524

Digital Media Engagement is Twice That of TV

Trend Summary: A new report reveals that TV engages people for only half as long as digital media.


The report, jointly prepared by Nielsen and digital video ad tech firm YuMe, reveals that although people tune-in to TV on a regular basis, they mentally tune out in favour of the growing array of "second screen" options. On average, television commands a consumer’s attention for only ...

......

... 39% of the time.

That's a rate which pales into insignificance compared with the attention commanded by laptops (70%), tablets (76%) and smartphones (77%).

Over a two-month period, Nielsen and YuMe conducted in-lab observations on two hundred consumers in Las Vegas. The latter were asked to engage, as they would at home, with any of the devices (TV, smartphone, tablet and laptop) for twenty minutes, and their actions were recorded.

Nielsen and YuMe concluded their experiment with fifty hours of video footage, which they claim, was then analysed “second-by-second” to measure consumer attentiveness.

According to the study, tablets and smartphones were both passively "on" at all times, sending users notifications and vibrations as alerts that something new was happening.

This passive "on" mode - compared to televisions and laptops, which are of little to no use when off - may partially explain why the TVs and laptop screens were turned on for significantly more time.

The television was on more than half the time (53%) during the experiment - tops among all screens - while laptops (48%) were second, followed by tablets (38%) and smartphones (17%).

Paul Neto, director of research at YuMe, acknowledged that the smartphone sample size was low, and that smartphones are likely more similar to tablets.

Speaking to MediaDailyNews, Neto said: “Ad load was not controlled during the experience, thus they would occur as they naturally do on the devices being used. Ad attention is [defined as] when an ad occurs while the survey participants were paying attention to the device, defined as "in attention view".

For example, respondents were paying attention to the television 39% of the time it was on, and during that time, 30% of total ads were seen on average. Thus, 70% of ads were missed as the respondents attention was elsewhere.”

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 2015 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: MediaPost.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6523