772 Marketing Trends found for Research


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Global Marketing Budgets Grow Despite Long Term Negative Trend

Trend Summary: Global marketing budgets grew in June for the 40th successive month.


The latest Global Marketing Index [GMI] published by London-based World Economics indicates that global marketing activity grew steadily in June. The Global GMI registered 54.9, down slightly on the ...

... previous month.

The highest rate of growth in marketing activity was in Europe with a regional GMI of 58.0 recorded, although the value declined for the third successive month. The GMIs for the Asia-Pacific and Americas regions both registered a slower pace but rose in June.

Global marketing budgets grew for the 40th successive month in June. Growth in budgets remained steady in Europe, although the monthly figure fell for the third consecutive month, indicating that growth is slowing.

In contrast, budgets grew insipidly in the Americas with an index value unchanged from its May level. Marketing budgets in Asia-Pacific continued to fall in June for the fifth successive month with an index value below the crucial 50.0 ‘no change’ benchmark value .

The level of the global Trading Conditions Index rose by 0.9 in June, recording  improved trading conditions in all regions and were strongest in Europe.

Read the original unabridged WorldEconomics.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: WorldEconomics.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6923

US Programmatic TV Spend Set to Hit $4.43 Billion By 2018

Trend Summary: Programmatic TV spending in the USA in 2016 is predicted to more than double last year's figure.


Programmatic TV [automated live TV advertising software] expenditure] in the USA will, however, continue to represent only a minute segment of overall spending over the next few years according to ...

... US ad trade journal MediaPost.

Estimates are that programmatic spending on cable, satellite and telco platforms will grow by a massive 127.8% to $710 million this year, predicts independent market research company eMarketer.

The researcher also predicts that programmatic volumes will more than double in 2017 reaching $2.16bn, repeating that gain to $4.43bn in 2018.

Comments Martín Utreras, eMarketer forecasting analyst: "We expect national and local players to take a conservative approach at releasing inventories programmatically, amid fears they could cannibalise their inventory.”

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q2 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=6921

Digital-Using Shoppers Create $2.2 Trillion Worth of In-Store Sales

Trend Summary: The ultimate goal of shopper marketing remains the same: it is about the strategies and tactics that influence in-store purchase decisions.


Digital's influence on retail has been staggering over the past 3-5 years. According to Deloitte Digital's recent Navigating the New Digital Divide study, digital interactions were expected to influence 64 cents of every dollar spent at retail at the end of 2015, equivalent to $2.2 trillions ...

... worth of instore sales.

This latest figure has risen from $1.7 trillion a year earlier and just $0.33 trillion in 2012.

Of equal importance, according to Deloitte's findings, is that among consumers who use digital devices while they shop, a third indicated that they spend more due to their use of smartphones and other devices.

Moreover, those who use digital whilst shopping in-store convert to a purchase - a 20% higher rate than with those who don't.

Says Chris Fagan, ceo of Key Ring, a shopping-focused app: "From the moment a consumer steps into a retailer, she can move from awareness to consideration to purchase just from viewing content or ads on her smartphone". 

"Because of this, it's more important than ever to capture shoppers' attention when they are near or at the point of purchase."

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q2 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=6920

Marketers Urged to Rethink Messaging App and Chat Bot Usage

Trend Summary: Human-centric customer experience is essential as data and automation increasingly drive brand-customer interactions.


According to Holly Joshi and Niklas Zillenger, senior marketers at SapientNitro Australia, a careful balancing act is necessary given the popularity of messaging apps, while for brands chat bots inserted into messaging apps are set to dramatically ...

... change the marketing game.

Joshi and Zillerger posit that not only will opportunities for consumer engagement provided by messaging apps force brands to put the customer journey at the core of their personalisation effort, marketers will require a fundamental strategic rethink for many brands.

Says Ms Joshi: "Audiences and segmentation really change. Background infrastructure, data layers and your data management platforms are going to become even more complex and even more necessary."

She added that: "You're actually going to have to start thinking about tracking individual conversations." Warned Mr Zillenger: "From an experienced design perspective, this renders a lot of tools that we use at the moment on a daily basis absolutely useless."

Read the original unabridged Warc.com article.

[Estimated timeframe:Q2 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=6919

Data Driven AdSpend Reaches Orbital Velocity

Trend Summary: During Q1 2016 spending on data-driven marketing in the USA grew at its fastest pace in the last five years.


For the third straight quarter, spending on social media and web content grew faster than all other channels relative to the previous period. Additionally, the Q1 2016 DMA/Winterberry Group’s Quarterly Business Review survey reveals that measurement and attribution are now ...

... significant priorities for marketers.

Additionally, more than 81% of marketers responding to the survey stated that their company is likely to focus on both priorities throughout 2016.

According to Neil O’Keefe, the DMA's Senior Vice President for CRM and Member Engagement: "To more profitability capitalise on today’s adtech and martech solutions, modern marketers are leveraging data to drive greater return on investment for their businesses”.

O'Keefe also believes that “the principal approaches to advance their ROI include messages tailored in real-time and delivered with greater precision, as these successful techniques equip marketers to gain instant feedback on the success of their campaigns and save money in the process.”

Read the original unabridged DMA.org article.

[Estimated timeframe:Q2 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: TheDMA.org
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6914

New Content Search Engine Powered by AI

Trend Summary: In the wake of much hype and razzamataz, Artificial intelligence [AI] is invading all types of media and platforms.


Concious that marketers currently create an average of six times more content per month than they did a decade ago, New York based social media company Unmetric has built a search engine that enables marketers to identify ...

... what their competitors are doing.

Unmetric has has unveiled Discover, a search engine and research tool that aggregates content posted by more than 40,000 brands on Facebook, Twitter and Instagram over the last four years, displaying it's findings as tiles in a database.

This enables marketers to search for content by keywords, time, level of engagement, industry and other parameters such as geography, also identifying the content or topics that performed favourably for specific brands, e.g the 'most liked' piece of content.

According to Forrester Research analyst Ryan Skinner: "Content marketing must support customer experience". He also believes that "customers’ interactions with your brand rest on content, whether they are discovering answers to a problem, trying to understand your products, or engaging with your brand or community."

The Discover search engine has only just launched, but future versions will determine the success of the content before using it, says Lakshmanan  Narayan, Unmetric's ceo. Today the platform guides decision making, but in future it will help make some of those decisions via artificial intelligence".

While there are a variety of creative tools, this one focuses on the content and the creative process, presenting themes and helping marketers gain ideas to generate their own concepts, especially around important retail events like Father's Day or back-to-school. It also reduces the chance of becoming a content copycat.  "The last thing Target wants is redo an ad that Kohls ran last year"says Narayan.

Read the origninal unabridged MediaPost.com article.

[Estimated timeframe:Q2 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=6913

Magazines Rule Roost for Adspend RoI

Trend Summary: A new study in the USA reveals that magazines deliver the highest return on advertising expenditure.


The study, presented yesterday at the Advertising Research Foundation's Audience Measurement 2016 conference, revealed that in the wake of magazines, the second most effective media platform is display advertising with a return on advertising expenditure [ROAS] of ...

... $2.63.

Crows Linda Thomas Brooks, president/ceo of the Association of Magazine Media: “Over the past year, there has been a preponderance of evidence to prove the effectiveness of print advertising and the power of magazine media to both tell and sell.”

To understand the average ROAS across media type, over the course of eleven years (2004-2015) Nielsen Catalina Solutions analysed nearly 1,400 campaigns across 450 brands from seven popular categories: baby, pet, health and beauty, general merchandise, food, beverage and over-the-counter (OTC).

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q2 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=6910

Traditional Media Usage Wilts Under Mobile's Onslaught

Trend Summary: As mobile internet usage thrives, consumers' time spent with traditional media will decrease across all other platforms in 2016.


Zenith Optimedia's latest Media Consumption Forecasts for 2016 predicts that mobile internet consumption will increase by more than a quarter this year, climbing 27.7%, thereby driving a ...

...1.4% increase in overall media consumption.

However, according to the report, all other media usage - including desktop internet - is set to decline by around 3.4%.

Desktop internet will undergo the greatest decline (-15.8%) as mobile consolidates its position as the main platform for internet consumption.

According to Jonathan Barnard, Zenith's head of forecasting: "Mobile technology is transforming the way people around the world consume media thereby expanding overall media consumption".

Traditional media are predicted to decline to a lesser degree than desktop, while in the case of magazines (-6.7%) and newspapers (-5.6%) those falls will be offset to some extent by consumers switching to digital versions of print media which are not included in Zenith's calculations.

Read the original unabridged Warc.com article.

[Estimated timeframe:Q2 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=6908

Online Shopping Overtakes Traditional Stores

Trend Summary: A survey of more than 5,000 US shoppers reveals that 51% of the sample now make their purchases on the web.


The survey, sponsored by United Parcel Service, polled shoppers who make at least two online purchases in a three-month period, excluding groceries. For the first time, consumers say they bought more of their purchases on the web than ...

... in stores.

According to the survey by UPS and analytics firm comScore, shoppers now make 51% of their purchases on the web compared with 48% in 2015 and 47% in 2014. The survey polled shoppers who make at least two online purchases in a three-month period, excluding groceries.

The survey, now in its fifth year, illustrates the degree to which the adoption of online shopping is accelerating. This year, 44% of smartphone users said they made a purchase from their device, up from 41% a year ago. It also helps explain why retailers are having so much trouble adjusting to the new cybershopping era.

Comments Randal Konik, retail analyst at investment bank Jefferies & Co: “There’s going to be severe continued pressure on department stores because traffic is going to peel away from that channel towards Amazon".

Independent technology and market research company Forrester estimates that Amazon accounted for 60% of total U.S. online sales growth last year alone.

Read the original unabridged WSJ.com article.

[Estimated timeframe:Q2 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=6907

Despite Digital, TV Still Rules the Advertising Roost

Trend Summary: Despite the current appetite of consumers for digital platforms, ads seen on TV still dominate when it comes to discovering new brands.


Jason Mander, director of research and insight at GlobalWebIndex, writing in the current issue of trade magazine Admap, outlines the results of research among 200,000 internet users in thirty-four nations, tracking more than twenty ...

... brand discovery routes.

TV ads topped the list of brand discovery sources, being selected by almost 43% of online adults, just ahead of search engines and word-of-mouth recommendations.

Mander suggests this "is indicative of a wider trend where consumers tend to attach more importance to offline rather than online sources".

However, there's no shortage of the latter, including review sites, expert blogs, consumer forums and comments from social media contacts.

But, summarises Mander: "Ask consumers which forms of peer-to-peer discovery are the most influential and word-of-mouth recommendations from friends/family members outscore all of the online options by a clear margin."

That's because we like the personal touch, he says. "Or we do in the real world".

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=6905



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