776 Marketing Trends found for Innovation


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Marketing Via Instore Beacons Set to Soar

Trend Summary: Seeking to add value to proximity marketing campaigns, advertisers are increasingly using tools like in-store beacons.


Speaking at the annual South by Southwest film and interactive media conference in Austin Texas this month, Sarah Ortman, Associate Director/Marketing Communications at the Clorox Company, discussed the increasing use of ...

... instore beacons and connected products for the home.

Confided Ms Ortman: "When we put our plans together, I try to put myself in the shoes of a consumer or a shopper. You're not always ready to pick up that unit in store: the drink, or a box of cereal, or the canister of wipes".

More specifically, she argued that attempts to tap proximity marketing – which aims to provide hyper-targeted and relevant messaging tailored to a consumer's precise instore location – must begin from the view of the customer, not the brand.

Ms Orman also advised caution when using instore beacons, highlighting the potential to alienate customers if beacons send them irrelevant content. She also recommended that marketers focus on audience interests rather than technological capabilities.

Read the original unabridged Warc.com article.

[Estimated timeframe:Q1 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=6862

US TV Titans Launch Addressable Ads

Trend Summary: Time Warner Cable has moved into addressable TV advertising, enabling marketers to target down to a given household level.


The trend to pinpoint targeting of TV ads at individual household level has moved into overdrive with the incursion of Time Warner Cable TV into this exponentially growing scene via an ap which links to ...

... video on demand.

Addressable advertising enables marketers to target households beyond age and sex demographics and down to specific characteristics like income, lifestyle and purchasing preferences.

According to Joan Gillman, EVP and chief operating officer-media services at Time Warner Cable TV, marketers will be able to dynamically insert ads during live TV via the company's TV app which operates across multiple devices and also video-on-demand.

Time Warner, however, is not the first to exploit this new medium, the frontrunners being US data giant Acxiom and Long Island-based cable company Cablevision.

Those who control the set-top box control the world, and no operator has done more with its STB data than Cablevision.

Now, the company is about to lead the charge into next-generation  addressability with the launch of its Total Audience Application (TAPP,) a proprietary software product that allows agencies to make more targeted, impressions-based TV buys.

Read the original unabridged AdAge.com article.

[Estimated timeframe:Q1 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: AdAge.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6861

Mobile Programmatic Set to Rule the Marketing Roost

Trend Summary: Programmatic ad buying continues to transform the marketing ecosystem.


Mobile budgets for programmatic ads have grown exponentially over the past year, although the trend is much more than a shift in resources from traditional digital ad buys. What really defines this revolution is how brands are ...

... putting more of their first-party consumer data on programmatic platforms to enable highly sophisticated targeting and measurement.

According to David Staas, Op-Ed Contributor at MediaPost.com, this shift has been made possible by the fact that the unique data that makes mobile audiences so compelling to marketers is that direct media buys are now available programmatically.

Mobile provides an understanding of physical-world behaviour, and marketers are leveraging this to drive success in their campaigns, eg 'Who visited my store? Who visited my competitor’s store? Who frequents coffee shops as opposed to quick-serve restaurants?'

The leading Demand-Side Platforms, along with programmatic platform providers, have already rolled out their mobile offerings with these types of unique audience segments.

And they're not just for mobile. Mobile-derived audiences are available via cross-device and for desktop campaigns as well.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 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: MediaPost.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6860

Data Revolution Looms, Warns Unilever Boss

Trend Summary: A data revolution is looming Unilever seer predicts.


In an address to the UK Market Research Society’s recent Impact 2016 event, Stan Sthanunathan, SVP for consumer & market insights at Unilever, foresees that "the pace of change has never been slow but it’s about to accelerate ...

... exponentially."

Brands can spend too much time researching consumer groups when they need to act fast, Mr Sthanunathan warns.

"Real-time is the new currency" he said, adding that researchers need to "stop hoarding information" and should "spread it widely."

In support of this approach, Sthanunathan announced the creation of Paragon, an open platform for Unilever and other major companies like Coca-Cola, Kantar, Nielsen and The Market Research Society, enabling them to combine their market research forces to address key global development and sustainability challenges.

When looking at demographic groups, Sthanunathan urges marketers to "think bi-polar", adding that "the middle is becoming smaller" and the "ends are becoming bigger and more polarised."

Read the original unabridged MarketingMagazine.co.uk article.

[Estimated timeframe:Q1 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: MarketingMagazine.co.uk
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6857

Google Woos Marketers With Ad Analytics Suite

Trend Summary: Google has unveiled the beta launch of Google Analytics 360 Suite, designed specifically for marketers at large companies.


The search mammoth's latest dollar spinner, a set of integrated data and marketing analytics tools, is directed specifically at marketers in large companies, especially those that need to transition their practice to facilitate consumers ...

... multi-screen media consumption.

Google's latest magic bullet is a new suite of products that claim to enable marketers to view the entirety of their customers' path to purchase.

The suite will also develop audience insights, enable a systematic company-wide approach to marketing activity via integration, with a host of its other tools such as AdWords, DoubleClick and third party platforms, enabling marketers to take immediate action and drive business impact.

The newly combined launch melds earlier Google products such as Google Analytics Premium and its attribution service Adometry.

Hypes Paul Muret, Goofle's VP of Analytics, Display, and Video Products: “Sophisticated marketers who use analytics platforms are three times more likely to outperform their peers in achieving revenue goals".

Read the original unabridged TheDrum.com article.

[Estimated timeframe:Q1 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: TheDrum.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6856

'Internet of Things' Looms Ever Nearer

Trend Summary: Prophets of information technology believe that the next big trend in this field will be the so-called “Internet of Things”.


The Internet of Things [IoT] say the self-appointed prophets, will connect objects hitherto beyond the reach of IT’s tendrils enabling, for example, your sofa to contact your phone to tell you that you have left your wallet behind, while your 'intelligent' refrigerator  automatically orders groceries without you needing ...

... to make a shopping list.

This means it will be becessary to embed chips in your sofa, your wallet and your refrigerator to enable them to communicate with the rest of the world. And those chips will need power to run their communications.

In some cases this power will come from the electricity grid or a battery, although this is not always convenient. However scientists at the University of Washington in Seattle believe they have at least part of an answer to the problem: to reconfigure a chip’s communications so that they need almost no power to work.

Most conceptions of the internet of things assume that the chips in sofas, wallets, fridges and so on will use technologies such as Wi-Fi and Bluetooth to communicate with each other - either directly over short ranges or via a base-station connected to the outside world for long range connectivity.

However, for a conventional chip to broadcast a Wi-Fi signal requires two things. First, it must generate a narrow-band carrier wave. Secondly it must impress upon this wave a digital signal that a receiver can interpret.

Following Moore’s Law (that the number of transistors in a dense integrated circuit doubles approximately every two years) the components responsible for doing the impressing have become ever more efficient over the past couple of decades. However, those generating the carrier wave  have not done so.

Not having to generate its own carrier wave reduces a chip’s power consumption ten-thousandfold, because throwing the switch requires only a minuscule amount of current. Moreover, though trial prototypes do still use batteries, this current could instead be extracted from the part of the carrier wave that is absorbed.

Read the original unabridged Economist.com article.

[Estimated timeframe:Q1 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: TheEconomist.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6850

New Measurement App Logs Instore Footfall Driven by Digital Ads

Trend Summary: US social/location discovery platform Foursquare is pursuing retail marketing budgets and connecting to digital ads.


The new offering, branded Attribution Powered by Foursquare [APF], has been in development for several months and tested by restaurant chain TGI Fridays, spirits giant Brown-Forman and a raft of other major names including ...

... publishing app Flipboard and programmatic ad companies Drawbridge and Adelphic.

Flipboard recently used the system to measure a campaign it ran for an undisclosed retailer and found that within a week the digital ads drove a 12% incremental lift in visits to the retailer's various locations.

APF depends on a voluntary, nonincentivised panel of 1.3 million Foursquare users who have agreed to leave their location-sharing feature switched on at all times, enabling Foursquare to record every store they visit - even if panel members don't open the app or APF's sister app, Swarm.

The panel also takes US Census demographics into account.

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q1 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: AdWeek.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6838

Marketers Embrace New eMail Authentication System

Trend Summary: Adoption of the DMARC email authentication protocol has grown 24% globally over the past year.


New York headquartered data platform and email marketing company Return Path, reports that global adoption of the DMARC [Domain-based Message Authentication, Reporting and Conformance] protocol has increased over the past year, although this still does not represent ...

... the majority of companies.

DMARC, an email authentication tool, helps to prevent email-based phishing and spoofing attacks.

It is also an increasingly critical component of email marketing, as marketers who implement DMARC in their email authentication process see higher deliverability rates.

This is partly because their messages are considered by recipients to be safe and reliable, and partly due to DMARC systems installed by providers to detect spoofing.

Although DMARC is still not used by the majority of companies, global adoption of the protocol has increased over the past year, currently accounting for 29% of all global brands - an increase on the 22% in 2015.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q1 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: MediaPost.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6835

Neuroscience Boosts Mobile Marketing

Trend Summary: Neuromarketing scientists have created algorithms that can decipher how people feel whilst watching an ad.


According to AdWeek.com staff writer Marty Swant, the human mind has been a mystery since the beginning of time and, since the dollar-strewn dawn of advertising, marketers have tried to solve the conundrum via the necromancy of ...

... neuromarketing.

However, it's only during the last decade that neuromarketing has taken-off, with scientists studying the minutia of human response to TV spots, print ads and desktop promotions.

Moreover, now that iPhones and Samsung Galaxies have become ubiquitous, the world of neuromarketing is shifting its focus to unlocking the impact of mobile media.

Says Carl Marci, chief neuroscientist at Nielsen Consumer Neuroscience: "We're realising that as the world gets more cluttered, and there's more competition for the hearts and minds of audiences, we really need the best tools to measure the whole consumer".

A recent report by Nielsen for the Advertising Research Foundation revealed that branding resonated less with users on smaller screens, while only 29% of smartphone users viewing 30-second video ads on their devices watched them in their entirety.

Although that percentage is greater than the 17% who viewed on a tablet or laptop, it's much less than the 84% on a TV or 83% on a desktop computer.

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q1 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: AdWeek.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6834

Marketers Lagging in Digital Marketing Race

Trend Summary: There is a widening gap between marketers who have mastered digital marketing and the majority of their peers.


In assessing the marketing "maturity" of B2B marketers across the industry, a new survey reveals a widening gap between marketers who have forged ahead in the digital marketing arena and those who are still ...

... flailing in a disjointed digital marketing experience.

The survey conducted by Stein IAS and Oracle Marketing Cloud, polled B2B marketing senior executives in 300-plus medium to large global brands and concluded that only seven per cent of the survey sample had mastered the digital mindset.

Survey respondents were rated by their level of mastery, with a massive 89% deemed to have an ineffective web strategy to harness the benefits of the marketing cloud.

Moreover, only a meagre 6% of the survey sample could be considered as mature modern marketers, with the vast majority still in the development stage of digital mastery.

Concludes the survey: "While the tools are highly sophisticated, the techniques and mastery of the many advances remains elusive".

Read the original unabridged TheDrum.com article.

[Estimated timeframe:Q1 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: TheDrum.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6833



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