Tuesday, February 25, 2014
Real-time marketing (RTM) captured marketers’ attention in 2013. However, many questions exist about measuring its results, according to a new eMarketer report, which discusses important guidelines for determining the impact of RTM. One guideline? Ensuring your measurement system is robust enough.
Mobile usage is affecting how consumers access their email, with mobile-only viewers jumping 64% during H2 2013. Despite this, marketers aren’t focusing on mobile email: Less than three in 10 are optimizing email for mobile.
The number of UK digital video viewers continues to rise, albeit at a slowing rate. And while YouTube remains the top property, the second most popular site, the BBC’s on-demand iPlayer service, continues to see increasing user numbers. And many of these users are viewing via tablet.
Monday, February 24, 2014
Watching the 2014 Olympics the traditional way—on TV—was the top way consumers planned to follow the Games. And this audience was open to advertising, with the majority likely to notice and engage with brands after seeing an ad during the event.
US teens use YouTube more frequently than Facebook, according to a recent study. YouTube usage among younger millennials is slightly higher, while older millennials prefer Facebook. Despite YouTube’s popularity, the overwhelming majority of 14- to 34-year-olds prefer Facebook for communicating with brands.
Phones are the tool of choice for savvy shoppers in the UK, wherever they are—and more than half of smartphone owners use their phones in a store. Mcommerce is on the rise, too, with over four in 10 smartphone owners buying via such a device.
Friday, February 21, 2014
Instagram is finding that quality, not quantity, is more important when it comes to social media engagement. According to research, interaction rates on the network are 15 times higher than on Facebook. Brands are taking note, with nearly nine in 10 using the photo- and video-sharing service.
In an interview with eMarketer, Shiv Singh, senior vice president of global brand and marketing transformation at Visa, defines real-time marketing as an intersection of real-time culture, consumer desires and brand meaning. He predicts that brands will perfect measurement this year.
Mobile devices are driving UK consumers to news sites, according to research, with unique visitors rising 39% year over year in December 2013. And according to recent research, news consumers trust news sites and broadcast channels more than social media platforms.
Brazil’s mobile market has been on a steady expansion, with every year topping the previous in number of mobile connections. The trend will continue through 2014, thanks to the rising popularity of postpaid contracts and faster 3G and 4G standards gaining ground on 2G connections, currently the majority.
Thursday, February 20, 2014
US investors are increasingly using digital channels for researching, making and managing investments, according to a new eMarketer report. When it comes to such activities, consumers choose PCs over mobile devices.
Nearly three-quarters of digital brand marketers in North America invest in local marketing, but just 8% are happy with their efforts. Social media, email and websites are considered the most important digital tactics for local brand strategy, but marketers aren't prioritizing them—yet.
UK Twitter usage will see double-digit growth this year as over one-fifth of the population uses the social platform, according to new eMarketer estimates. New users from the youngest and oldest age groups will drive increases.
Consumers in Canada are adopting digital banking faster than their US counterparts, according to research. Interest rates are the primary factor that internet users consider when choosing a financial services firm, with advertising ranking fourth.
Wednesday, February 19, 2014
Branded video ad views leapt from 1.78 billion worldwide in Q4 2012 to 2.71 billion in Q4 2013—a gain of more than 50%. The electronics and automotive industries boasted the most video views for the final quarter of last year.
Personalized messages and media campaigns are a top marketing trend this year, thanks to customer demand for such communications. Marketers and agencies have seen strong results from personalized programs, such as increased response rates and sales, but high costs are a challenge.
As the Sochi 2014 Winter Olympics continue, UK Twitter users are no longer content to simply watch events on their television—they’re tweeting about the Games as well. Out of the 81% who planned to watch the Olympics, more than half said they would tweet about it. One reason for the large amount of sharing? A higher level of excitement among UK consumers compared with previous Olympics.
Android powered nearly two-thirds of smartphone internet traffic in Latin America in 2013, with iOS coming in second (28.1%). Google’s operating system registered the highest shares of smartphone internet traffic in Panama, Bolivia and Argentina. Markets like Mexico—where iOS was strongest—and Colombia were still battlegrounds.
Tuesday, February 18, 2014
The emergence of programmatic direct, native advertising and viewability was noteworthy in 2013. A new eMarketer report explores how these trends will converge this year to provide brands with a richer storytelling experience among a more engaged audience.
PCs are the main tools for booking online travel, but mobile is on the rise. Tablets have been hyped as the next big thing for travelers, but it’s smartphones that are presenting themselves as integral tools for closing out a purchase and more for travel inspiration.