marketing trends

What Is The ‘Holy Grail’ Of Marketing? – via AdExchanger (source: Martin Kihn, research vice president at Gartner.

What is marketing’s holy grail? Culprits come and go, and they tell us something about our collective preoccupations of the moment.

In recent years, the industry seems to have lost focus, flitting like an unmedicated ‘tween from grail to grail in a frustrating quest for mojo. Variously, the holy grail has been identified as: Facebook fan count, Shoppable ads; Fraud-free advertising; Integrated CMO dashboards; Native advertising; Targeted content; APIs; “Owning the whole SERP“; “Mad Men” (by an agency creative) And in a refreshing expression of fiduciary honesty: a “successful exit.”


By 2025, Internet of things applications could have $11 trillion impact

The Internet of things, the term used to describe the use of sensors and other Internet-connected devices to track and control physical objects, opens up entirely new ways of doing business. For instance, in manufacturing the application of this technology can reduce maintenance costs by up to 25%, cut unplanned outages by up to 50%, and extend the lives of machines by years.

The Internet of things can also give rise to new business models that could alter the basis of competition. Products that report how they are actually being used can provide much better insight into customer behavior than focus groups. Connected products can even adapt to their customers’ preferences. And the ability to offer almost anything—from a drill press to a car to an aircraft engine—as a service can transform the very nature of what is bought and sold.

In a recent study from the McKinsey Global Institute, it is estimated that 150 specific IoT applications that exist today or could be in widespread use within 10 years could have a total economic impact of $3.9 trillion to $11.1 trillion per year in 2025. It is also estimated two-thirds of value will be generated in business-to-business settings and that business customers and consumers will likely capture more than 90% of the value created.

To capture this value, however, businesses need to overcome three significant obstacles:

  • Push technology vendors to provide connected, interoperable components and systems, with analytics;
  • Address security and privacy concerns; and most importantly
  • Make organizational changes to maximize the operating and strategic benefits that IoT data can provide.

See all 5 Cups articles

For more on this topic, check out the Advertising Tab in Morning Coffee.

2016 Marketing Trends

Himanshu Sareen, writing for ClickZ, presents four marketing trends for 2016:

1.Oculus Rift-Acceptance of virtual reality by consumers is increasing rapidly. Oculus Rift will inevitably have a huge impact on the ways in which marketers engage with consumers.  As consumers come to expect full immersion with marketing campaigns, companies who don’t supply a virtual experience for customers could lose sales.

2.Snapchat is a platform that enables users to digest social media in real-time.  Snapshot allows marketers the opportunity to offer exclusive content that has an expiration date, which is especially attractive to millennial customers.

3.Stronger search capabilities within social media represent a potential marketing benefit for brands.  Buy buttons and payment messaging within social media will allow the development of an all-in-one platform.

4.The Internet of Things is being rapidly adopted.  Wearable technology is expected to achieve a 28% user adoption rate by 2016.  IoT is expected to become a more important marketing tool for customer engagement.


See all 5 Cups articles

For more on this topic, check out the Advertising Tab in Morning Coffee.