769 Marketing Trends found for Innovation


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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

Twitter's New Algorithm Set to Wow Ad Agencies

Trend Summary: Twitter's new algorithm for the top of its news feed could presage a series of bold new moves for the platform.


Twitter's shiny new algorithm, officially introduced today, reorders tweets at the top of a user's timeline, tweets being determined by criteria such as account interactions, engagement and network activity. The new feature is optional and is followed by the traditional reverse-chronological ...

... feed that makes the platform stand out from others.

Advertising and marketing executives, including some who received unofficial Twitter briefings ahead of time, said the update could be just what the platform needs to win new users and generate more revenue.

According to Noah Mallin, senior partner and head of social media in North America at multinational media agency MEC:"This is a smart move [for Twitter] to increase and surface better content and engagements and a better user experience."

"They've walked a fine line in not alienating existing users while also not making this a clunky experience that would require something like toggling between multiple tabs."

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=6829

New Technology Enables Realtime Online Personalisation

MarketingtrendTracker Summary: When it comes to realtime ad personalisation marketers may still be stuck on the basics.


Research conducted on behalf of Evergage, a cloud-based service that enables businesses to collect, analyse and respond in realtime to user behaviour on their websites and web applications, shows that in 2015 forty-nine percent of marketers worldwide expected to increase their spending on personalisation. This compares with with just 8% of respondents who intended to ...

... decrease their budgets.

When asked about the types of personal and/or identity-related data used for personalisation purposes, marketers were most likely to cite the basics, such as email address (57%), name (45%), location (41%) and demographics (40%).

More advanced figures, such as location-related data (18%), lifestyle details (15%) and psychographics (8%), were far less common.

Research in 2015 by Econsultancy and IBM reported similar results.

Previous online purchases, as well as offline interactions and geolocation, were used by fewer than half of respondents.

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=6819

Marketers Can Now Measure TV Ad Viewability in Real Time

MarketingTrendTracker Summary: New TV metrics offer real-time data about viewing rates, impressions and unduplicated reach.


Bellevue Washington-based TV ad tracking company iSpot.tv has rolled out a new set of metrics that offer brands real-time data on view rates, impressions and unduplicated reach for their ads. The service, which has tracked ad activity for three years, now provides data for national and local ads watched on TV screens whether they're ...

... viewed live, time shifted or via VOD (video on demand) or OTT (delivered via the Internet).

Sean Muller, iSpot.tv founder and ceo, believes that "With all the changes in how audiences watch TV, more and more ads are becoming decoupled from the programs themselves, and a lot of brands and networks are starting to move towards audience-based buying."

"On top of that, digital has taught brands the power of being responsive with their media in general. So now, brands are really trying to become more responsive with television."

The company is utilising technology embedded in the firmware of ten million TV sets in the USA that detects any kind of content, including ads, on the screens.

iSpot.tv tags ads in its commercial catalogue using fingerprint technology, then tracks them on the screen with automatic content recognition [ACR], no matter what kind of device is connected to the television.

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q1 2016 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: AdWeek.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6815

Is Instant Messaging the Shape of Things to Come in Marketing?

MarketingTrendTracker Summary: The fastest growing communications technology isn’t the smartphone, live video or blogging; it’s instant messaging [IM].


The rapid growrth of Instant messaging [IM] has virtually destroyed the text message business and put the power of instant, peer-to-peer communication in the hands of over 2.5 billion people worldwide, a figure forecast to grow to 3.6 billion by 2018. Paradoxically, however, IM has been totally ...

... ignored by businesses.

WhatsApp currently has 990 million users, Facebook Messenger has 800 million and WeChat 650 million, representing large and fast growing addressable audiences.

Despite which, few (if any) major businesses or ad agencies seem to have noticed. The scant marketing conversation going on seems to entirely miss the point: this is not just another place to insert ads.

IM is not an advertising play, it’s a marketing play. It’s a powerful new growth agent for business – a whole new way to think about retail, customer service and how we experience brands.

The promise of IM is that if offers the best ever way to form personal, intimate, one-to-one links between brands and people. Moreover, there are several key unique advantages of IM over phone calls and emails:

  • Secure and immediate: Unlike email, snail mail or even phone calls, IMs are a guaranteed way to reach the specific correct single person. Using Touch ID, cameras or facial recognition to unlock phones creates the most secure platform we’ve even known. No more pin numbers, passwords, just frictionless personal, secure service.
     
  • Asynchronous and immediate: Nobody likes waiting for call backs or for slow computers. IM offers both immediate and asynchronous communication, which allows multitasking while the customer services representative investigates. It also allows dropped signal areas to not interrupt calls and means customer services can work with several people at the same time.
     
  • More informative: IM platforms allow messages to include location maps, images, videos, money, attachments and other rich items, which allow a far better conversation.

Read the original unabridged The Guardian.com article.

 

 

 

[Estimated timeframe:Q1 2016 - Q4 2018]

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

Source: TheGuardian.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6813

Cross-Device Programmatic Advertising Is Ready To Roll

MarketingTrendTracker Summary: Cross-Device Programmatic Advertising is ready to take off in 2016.


According to an article recently published in US trade journal AdWeek.com, the era of targeting sales prospects via a single device is about to go the way of the dodo. Instead, consumers increasingly acquire their content across a range of devices: smartphones, laptops and desktops, compelling brands to ...

... run campaigns that reach consumers across multiple screens.

With technology catching up on demand, marketers are predicting that 2016 will be cross-device programmatic's great leap forward.

With cross-device targeting already well under way, consumers' consumption habits are rapidly changing and digital marketing already reflects  this seismic shift.

Back in 2015, independent market research company eMarketer predicted that programmatic digital display adspend the USA will total $15.43bn, with projected growth to $21.55bn in 2016 and $26.78bn in 2017.

According to Joe Laszlo, vp of industry initiatives at the Interactive Advertising Bureau, it's less and less the case that marketers or brands are just looking to reach their chosen audience on a single device or screen at a time— "they're looking to get a lot more holistic".

Read the original unabridged AdWeek. com article.

[Estimated timeframe:Q1 2016 - Q4 2017]

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=6811

Marketers Struggle to Close the B-to-B Ad-Tech Gap

MarketingTrendtracker Summary: A recent study reveals that almost half of US b-to-b marketers don't know what programmatic buying is.


In an article in today's AdvertisingAge, Judy Shapiro, founder/ceo of social marketing engagement company EngageSimply, cites a recent IAB programmatic study which reveals that nearly half of business-to-business  marketers don't actually know what programmatic buying is. This is a yawning educational gap when measured alongside ...

... business-to-consumer advertisers

Which prompts Ms Shapiro to pose a rhetorical question: "What's accounting for this gap between b-to-b and b-to-c marketers"?

The US Interactive Advertising Bureau [IAB]) rightly believes education will help, but Ms Shapiro suggests there's something more fundamental going on.

Beneath the "cool ad-tech veneer" lies a vast sea of ventures specifically designed to chase large consumer ad dollars, but in the process has left b-to-b advertisers in the ad-tech dust.

Programmatic media buying is an automated method of buying digital advertising in which supply and demand partners make decisions on a per-impression basis and adhere to business rules as provided by the operators of each platform.

Real-time bidding [RTB], on the other hand, is a means by which advertising inventory is also bought and sold on a per-impression basis, via programmatic instantaneous auction, similar to financial markets.

Read the original unabridged AdAge.com article.

[Estimated timeframe:Q1 2016 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=6810

Marketers Prepare for Virtual Reality Ads

Marketing Trend Summary: Brands are embracing Virtual Reality via 360-degree video now that Facebook and YouTube both support this video format.


A diverse group of entrepreneur originators has been creating 360-degree virtual reality [VR] videos for some US college football teams, the Rockefeller Center and GoPro Extreme. On the publishing side of VR, media companies such as Discovery are already creating VR content for their apps, but as yet are not ...

... extending resources for VR advertising.

Framestore, a VR production and creative studio, is currently assisting a number of ad agencies to prepare for a VR advertising channel.

In an interview with Digiday, a company focusing on digital media, marketing and advertising professionals, Framestore creative director Resh Sidhu said: "We were getting agencies coming to us so late in the process. They didn’t know the realities of what they were producing, both from a creative and a financial point of view. So we need to do this."

Meantime, eager (and gullible?) US consumers can pre-buy Oculus Rift VR headsets for a mere $599, scheduled for delivery later this spring .

After twenty-plus years of promise it now seems that virtual reality tech will truly reach the masses.

From a marketing standpoint the ability to completely control an audience’s environment via sight and sound, provides a fresh canvas for crafting and delivering marketing messages.

Read the original unabridged MarketingDive.com article.

[Estimated timeframe:Q1 2016 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: MarketingDive.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6806



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