Latest Articles

Friday, April 18, 2014
What Is the Future of Proximity Marketing?
Proximity marketing isn’t new, but according to a new eMarketer report, the field is still new enough to make it extremely difficult to forecast. The only thing that everyone agrees on is that retailer uptake of new platforms will be limited to small-scale tests in 2014. Beyond that, opinions are split, with some expecting proximity platforms to transform commerce and others foreseeing infrastructure obstacles.
CMO One-to-One: Taco Bell’s Secret Sauce Might Just Be Mobile Marketing
Chris Brandt, CMO at Taco Bell, is calling the quick-service restaurant’s new breakfast items “innovation with a twist on the familiar.” That’s his plan in marketing too, by using Instagram and soon rolling out a mobile ordering app.
Italy’s Smartphone ‘Second Screeners’ Visit Social Networks While Watching TV
Checking in on social sites is the most popular TV-related activity among smartphone users in Italy. And more than half of those who access social networks while viewing television click on ads there.
Thursday, April 17, 2014
Google’s Search Revenues Shift
Marketers are finding that Google’s Product Listing Ads (PLAs) perform better than regular paid search campaigns. As a result, they’re moving ad dollars from general paid search budgets toward PLA spending.
After Success, More Spending on Mobile Local Ads
Location-based ads served via mobile aren’t going away, with revenues and spending expected to skyrocket in the coming years. Social and local search will be the largest drivers of growth.
UK Key Trends for 2014: Big Data—Much Talk, Little Action?
The notion of big data is a major challenge for UK advertisers, according to a new eMarketer report. The prospect of capitalizing on the mountains of digitally collected data available is compelling. But what data is most important, and how should it be analyzed? Many UK firms are taking some steps to master this, but it’s a slow process that demands time, money and effort.
Computers Still the Device of Choice for Internet Access in Brazil
More than half of Brazil’s internet users go online via mobile. However, the computer is still the preferred device when accessing the internet.
Wednesday, April 16, 2014
Special Offers Get Mobile Users to Opt In
Deal-seeking is the top reason US mobile device users sign up to receive mobile marketing messages. And research finds that discounts are the primary driver of actions taken after seeing such messages.
Majority of Interactive Videos Viewed Through the End
Interactive video was a smash hit in 2013, with fully played rates reaching 70.0% in North America. According to research, interactive video advertising is poised to see tremendous growth again in 2014.
TV Still Tops Ad Response Table in Western Europe
Consumers in France, Germany and Spain are more than twice as likely to view TV ads favorably than ads on smartphones. Despite this, they still pay attention to ads on mobile devices.
Social Media Advertisers in Canada Favor Nonpaid Strategies
Paid social advertising products have recently surfaced in Canada. But according to a new eMarketer report, marketers still prefer earned media efforts. Consumer engagement is the most important social marketing activity.
Tuesday, April 15, 2014
IAB Rising Stars Ads Outperform Standard Banners
Because of their larger size, the Interactive Advertising Bureau Rising Stars ads are seeing more success than standard placements. Rising Stars are performing even better on mobile, which is driving greater message recall—as well as better brand reputation.
Traditional or Digital Ads? Millennials Show Mixed Feelings
Many millennials say that traditional and digital ads are equally effective. But, with the exception of TV, research finds that they’re more influenced by digital advertising. Still, millennials are more likely to ignore online ads than they are traditional ones.
UK Key Trends for 2014: Ecommerce Pushes the Limits with Mobile
The UK’s ecommerce market is ramifying further as mobile penetration rises. Yet while mobile devices play an ever-greater part in shopping and buying habits, retailers must keep up with new, complex consumer behavior, according to a new eMarketer report.
Digital Buying Is on the Rise in Mexico
Ecommerce sales in Mexico will grow 20.0% in 2014 to reach $11.43 billion. eMarketer expects increases to come on the shoulders of 10.4 million digital buyers. Though forecasts vary widely across sources, as many as 71% of internet users in the country may have purchased digitally in the past.
Monday, April 14, 2014
Are You Seeing a Change in Your Organic Reach on Facebook?
Facebook’s change to its News Feed algorithm has caused uproar among many, as it drastically reduces organic reach on the social site. But while marketers see organic posts as effective, the fact that organic reach has been declining since February 2012 suggests otherwise.
Referrals Drive Success—and Revenues—for Small Businesses
Finding new business is a top challenge for small businesses. Friend referrals may help, as small-business owners say they are the best marketing tactic—and a key revenue driver.
More Sales Channels Equals More Headaches for UK Retailers
An increasing number of retailers in the UK are operating across multiple sales channels, with mobile seeing particularly strong growth in this respect. But successfully integrating so many disparate channels isn’t easy.
Friday, April 11, 2014
US Retail Ecommerce Sales Highest for Computers, Consumer Electronics
According to new eMarketer figures, computers and consumer electronics will claim the greatest share of US retail ecommerce sales through 2018. Digital spending on books, music and video will increase at the fastest rate throughout our forecast period.
How iBeacon and Similar Technology Will Change Retail
In an interview with eMarketer, David Edelman, a partner and global co-leader of digital marketing and sales practice at management consulting firm McKinsey & Company, discusses how mobile tracking technology, including iBeacon, is changing retail.