818 Marketing Trends found for Research


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Marketing Personalisation Trend May Polarise Consumer Attitudes

Trend Summary: The increasing personalisation of almost everything, from products to information, is increasingly resulting in polarisation.


The trend to marketing personalisation, according to Stacy Glasgow, Consumer Trends Consultant at marketing intelligence firm Mintel, is all too evident in the current presidential election which has divided the US as ...

... never before in modern times.

Says Ms Glasgow: "Whether or not they are aware, many consumers find themselves in a perpetual cycle of being exposed only to ideas, beliefs, opinions and services with which they already identify".

Moreover, she added: "In the coming year, these figurative echo chambers will place a greater distance between people – and between consumers and brands – leaving the latter with complex challenges."

This lack of diverse content, she argues, "could be detrimental for consumers who, in this experience-driven culture, do, in fact, want access to new and unique products, services and knowledge".

Read the original unabridged Warc.com article.

[Estimated timeframe:Q4 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=7021

Global Adspend Growth Predicted to Slow in 2017

Trend Summary: Global adspend will rise by 4.5% in 2016 but the growth rate is predicted to slow to 4.2% in 2017.


The latest Consensus Ad Forecast from marketing intelligence service Warc indicates that, with the exception of newspapers and magazines, all major media channels are expected to record adspend growth this year and next. However, the two largest channels ...

...  TV (+1.1%) and internet (+13.0%) are forecast to see their growth rate ease during 2017.

The same is true for mobile media, though it is still set to be the fastest-growing ad channel over the period.

All thirteen markets covered in the Warc report are forecast to see the amount invested in advertising rise both this year and next, although in eight of these markets the growth rate will lessen in 2017.

Read the original unabridged Warc.com article.

[Estimated timeframe:Q4 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=7020

Age Is No Longer an Indicator of Consumer Attitudes

Trend Summary: Marketers should be aware that age has become an outdated indicator of consumer attitudes and behaviour.


According to Andrew Mulholland, managing director at London headquartered ad agency The Gild, brands should know about the so-called 'New Conservatism' in which a consumer's age is ... 

...  an outdated indicator of attitude and behaviour.

Posits Mr Mulholland: "Following a major new research study it is clear to us that age can no longer be taken as a short-cut to the attitudes, beliefs and motivations of any given age group".

"In fact, attitudes usually vary within the confines of a single demographic group more than they do across generations.

The Gild's recent Generation Study revealed that only 25% of consumers match a traditional age profile, thereby posing the question: Is 75% of targeting wrong?

Over half (59%) of Generation Z respondents describe their attitudes as being between ‘conservative’ and ‘moderate’ on issues including same-sex marriage, transgender rights and marijuana legislation.

Comments Mulholland: "Look at the data at a superficial level and we conclude they’re a conservative generation. Look more deeply and yes, more than expected are conservative, but plenty are not; some are extremely liberal".

"It’s also important to bear in mind that they’re currently of an age where they’re exploring their opinions and attitudes, so much could change, very quickly".

Read the original unabridged The Drum.com article.

[Estimated timeframe:Q4 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=7019

Marketers Urged to Switch from Branded Content to Branded Entertainment

Trend Summary: US marketers are urged to move beyond 'Branded Content' and create entertainment.


As audiences migrate to commercial-free streaming platforms, an increasing number of brands are seeking to engage consumers via entertaining original programming. Predictably the showbiz world has swiftly ...

 

... latched-on to that reality.

However, different types of brands have different options available to them. But irrespective of the budget, level of brand awareness or consumer appeal, almost any brand can entertain via one of three primary approaches. These approaches are ...

  • Build a story universe around a product.
     
  • Start a conversation around a product, service or set of values.
     
  • Align your brand with a force for good.

A recent report from policy think tank Brookings Report found that approximately 90% percent of millennials want to support brands that do good.

The report also reveals that 89% of American consumers said that if price and quality were equal, they would consider switching brands to one associated with a good cause.

Read the original unabridged AdWeek.com article.

[Estimated timeframe:Q4 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=7018

European Marketing Activity Defies Brexit Uncertainty

Trend Summary: European marketing activity rebounds despite Brexit uncertainty.


According to the latest Global Marketing Index [GMI] published by London-based World Economics, although marketing budgets have fallen in the Americas they have ...

... bounced back in Europe.

The Global Marketing Headline Index reached a value of 52.6 in October, virtually unchanged from the month before. This value indicates a low level of global marketing activity.

However, the European GMI showed an increase in growth in October after six months of decline, which has been attributed to uncertainty about the impact of the Brexit referendum.

During the month, there was no real change in the Asia-Pacific region, although a decline in marketing activity took place in the Americas where the index reached 49.7, just below the 50.0 ‘no change level’.

Meanwhile, however, Global TV Budget share continued on a falling trend.

Read the original unabridged World Economics.com article.

[Estimated timeframe:Q4 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=7016

Mobile Drove Almost Half of Southeast Asian e-Commerce Transactions in H1 2016

Trend Summary: A new study reveals that brands can no longer ignore mobile as a primary means of driving sales.


Mobile accounted for more than half (54%) of all e-commerce transactions in Southeast Asia during the first half of 2016, according to the latest study by ad tech firm Criteo. The study also revealed that, for the first time, the top 25% of online retailers in the region saw ...

... more than half their sales coming from mobile devices.

Moreover, across all retailers in Southeast Asia, mobile's share of e-commerce transactions saw a year-on-year increase of 19%, with smartphones and apps leading the way.

The study also found that mobile apps drove a higher proportion of consumers to purchase over the period and delivered conversions at three times the rate of mobile web.

Likewise, smartphones delivered the majority of mobile transactions, with the great majority transacted on Android devices. Android also accounted for three times as many mobile retail transactions than Apple devices.

Read the original unabridged Warc.com article.

[Estimated timeframe:Q4 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=7012

'Grey Entrepreneurs' Boost UK Business

Trend Summary: New research reveals that years of recession and austerity have wrought a deep change in the character of UK business.


The research, conducted on behalf of French multinational insurance giant AXA, reveals that the UK's unemployed, pensioners and parents experiencing  in-work poverty have all resorted to ...

...  self-employment.

In the light of this trend, innovation and inventions have grown, while the number of people turning a hobby into a money-spinner has doubled.

Moreover, ‘Grey entrepreneurs’ have become  a rising force in the UK economy. A quarter of new businesses are founded by those on the cusp of retirement (55-65 age group), and seven per cent by people of state pension age.

“I started a business at the age of sixty,” says Mike Stevenson, founder of Edinburgh based motivational communications agency Thinktastic. “My view was that a lifetime’s experience would have been wasted if I had stepped back then. I also had energy, enthusiasm and the ability to influence the future.”

Eight in ten respondents to the survey said that a life crisis had taught them survival skills needed in business. A quarter of the survey sample cited a financial disaster, while 17% were prompted by an accident or illness.

Other crises included a business failure (9%), depression or a breakdown (16%), and even heartbreak (11%).

Read the original unabridged Talk-Business.co.uk article.

[Estimated timeframe:Q4 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: TalkBusiness.co.uk
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=7010

UK Content Marketers Seek Improved Metrics

Trend Summary: According to a new study, measurement is critical to content marketing with dedicated spend set to grow over the coming year.


Content Marketing, according to the Measurement Effectiveness Report published by the Content Marketing Association [CMA], is a form of marketing focused on creating, publishing and distributing content to a targeted online audience. The report was conducted among ...

... senior level CMA marketers, reflecting the views of over forty companies.

Also contributing to the report were major brands such as Sainsbury's Bank, Barclays UK and British Gas, as well as ad agencies including iris, Ogilvy and McCann.

This found that 73% of respondents regarded measurement as very important to their content marketing strategy, with half of marketers currently spending 6% to-15% of their content marketing budget on this area.

Nearly half (45%) of respondents said they were planning to increase this spending in the coming year, with 56% already automatically offering measurement as part of their content marketing strategy – thus demonstrating its importance in the industry.

However, only half of those surveyed thought it possible to accurately measure content marketing's ROI, and a similar proportion (52%) doubted whether a universal metric was achievable.

Most (91%) thought that content marketing effectiveness metrics could include long-term brand health measures such as favourability/likeability, trust, consideration and propensity to buy. 

The key to the CMA’s success is informing and educating both clients and members about the latest thinking in all areas of content marketing, while showcasing the talents of its members as they plan and produce ever-more effective and innovative strategies and creative work.

Read the original unabridged Warc.com article.

[Estimated timeframe:Q4 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=7008

Recession, Austerity Drive Deep Changes In Small UK Businesses

Trend Summary:  Of the 5.2 million small businesses that currently dominate the UK economy, a majority initially experienced crisis and hardship.


Research recently conducted by French multinational insurance firm AXA reveals that years of recession and austerity have wrought deep changes in the character of small UK businesses, a majority of whom are based ...

... on ingenuity.

The AXA study reveals that of the 5.2 million small businesses dominating the UK economy, more are based (and even more started) amid crisis and hardship.

The research suggests that the key factor in this trend is that UK entrepreneurs are increasingly forged in the fires of adversity, with 30% of businesses founded in the last five years were in response to redundancy or long-term unemployment.

Moreover, disability, age and caring duties are factors increasingly cited as reasons to become self-employed.

The study also notes that a quarter of new businesses are founded by those on the cusp of retirement (55 to 65 age group) while a further seven per cent were created by people of state pension age.

Says Mike Stevenson, founder of Edinburgh based community investment firm Thinktastic: “I started a business at the age of sixty.”

“My view was that a lifetime’s experience would have been wasted if I had stepped back then. I also had energy, enthusiasm and the ability to influence the future.”

Read the original unabridged talk-business.co.uk article.

[Estimated timeframe:Q4 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: TalkBusiness.co.uk
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=7005

US Millennial Graduates Crippled by Student Debt

Trend Summary: Nearly two-thirds of US millennials graduated, or will graduate, with individual student debt averaging $27,162.


According to a new survey conducted by online borrowing exchange LendingTree, despite Millennials' weighty student loan burden, recent graduates are moving to some of America's most expensive cities, heavily concentrated in the Northeast and most notably in the ...

... Boston area.

Other popular residential areas include Irvine, California and San Francisco, while the states with the highest outstanding college debt per student loan borrower are Washington DC and Maryland.

The cost of living in these locations exceeds the national average. According to a separate report by personal-finance site SmartAsset, in Boston for example, the average cost of renting a two-bedroom apartment is $2,821, which means that students need to earn $120,900 a year to afford the rental cost.

The majority of those polled by LendingTree said that their monthly bill affects their spending ability "very much."

According to Doug Lebda, founder/ceo of LendingTree, graduates all too often choose cities based on career opportunities and highest starting salaries.

However, says Mr Lebda, they overlook the bigger picture. "Consider the total cost of life," he counsels, which means it might make more sense to look at other cities where the cost of living is lower and the salaries are too".

Read the original unabridged Yahoo.com article.

[Estimated timeframe:Q4 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: Yahoo.com
MTT insight URL: http://www.marketingtomorrow.com/article.aspx?id=6999



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