Latest Articles
Thursday, July 12, 2012
Facebook is still popular with marketers, but many are shifting focus to the rest of the web and other social networks. Sites other than Facebook are starting to see an increase of advertising dollars headed their way, and marketers are spending more time thinking about where their audience is, beyond social media’s top site.
Social networks are the second-most-cited website where internet users in Mexico recall seeing ads, just behind search engines (66%). Not only are social network ads memorable, they are also perceived positively by the majority of users.
Wednesday, July 11, 2012
Digital media usage may be rising continually—along with marketing on digital channels—but consumers still say they trust TV and print more than newer sources of information. Even so, when it comes to product research, they rate the internet No. 1.
Japanese companies DeNA and GREE are heating up the mobile gaming category as they expand their footprint internationally through acquisitions and joint ventures abroad, threatening US powerhouse Zynga and traditional gaming companies. Can these Japanese firms maintain their relatively high profits per user as they expand globally?
Mobile wallets, near-field communication and other technologies have the ability to make purchases and the handling of expense reports easier for both business travelers and travel managers. But research shows that a sizeable number of businesses are unfamiliar with mobile payments, which is contributing to low adoption rates.
Tuesday, July 10, 2012
Consumers have different reasons for following companies on social sites, but friends of followers often take these “likes” and follows as implicit recommendations. More than one-fifth of internet users said a friend’s “like” or follow would cause them to buy that brand.
The OS war for smartphone users is grabbing headlines all over the globe, from the US to emerging markets like China and India. In Western Europe, Germany’s slow-to-develop smartphone market represents a significant opportunity for phone manufacturers and software firms, and some OS providers are making net gains, while others lose share.
While marketers have been shifting increasing amounts of money to digital media, growth in that area is set to slow over the next few years. Still, digital will constitute a significant portion of overall marketing budgets, as brands and businesses focus on web development and online advertising.
Monday, July 09, 2012
China, which is still considered a developing country by most brands and marketers, had the highest rate of mobile social connectivity among smartphone owners compared to its neighbors in Asia-Pacific—66% reportedly accessed social media on a daily basis via their device in March 2012.
A new eMarketer report examines digital ad spending by the media and entertainment industry. Although combined media and entertainment spending is set to rise 7.9% in 2012, that figure is down from 2011’s 23% growth. Breaking apart the forecast, in 2012, media spending will rise at the same rate as in 2011, while entertainment will go through a year of contraction.
A near majority of teens still like in-person conversation best, but one-third of young people prefer texting with friends; they say it is easier and quicker than any other way of communicating. For marketers, mobile is a good place to reach this segment of the population.
Friday, July 06, 2012
Jim Bankoff, chairman and CEO of Vox Media, parent firm of online sports content publisher SB Nation, discussed with eMarketer what he’s learned about sports fans’ online behavior and his insights into advertising to them.
Research shows that the number of internet users in Italy soared between April 2011 and April 2012. Italy, which lately has made headlines primarily for economic declines, has been a slow-to-develop internet economy with lots of room to grow into its own.
Those who think consumers are slowly tiring of email can think again. Findings show an increase in both open rates and clickthrough rates for emails to house and prospect lists, suggesting email is still very much alive—and working better than ever.
Thursday, July 05, 2012
A new eMarketer report explores the modern sports fan’s online habits. No longer content to simply watch the game, the fan experience has gone digital. With sports buffs checking scores on mobile and connecting with fellow fans on social networks, marketers have an enormous opportunity to engage this wide base of users.
New estimates for ad spending in Canada are rolling in, and there are some conflicting ideas on the overall market. A measured look and transparency can bring more clarity to the picture, which includes online and mobile as disruptive forces.
The myriad channels and devices through which marketers can reach potential customers is a blessing and a curse—allowing for better targeting, but requiring more effort. Research shows that marketers are putting resources into mobile and social in order to keep their campaigns in front of customers’ eyes.
Tuesday, July 03, 2012
India is on track, according to several demographic analysts, to surpass China as the most populous country in the world in the near future. In keeping with trends in other emerging markets, in India mobile phones are plentiful, and helping to lift the living standard of the country’s masses, but most mobile activities are still limited to texting and calling, even as smartphones become more accessible.
The iPad is a runaway hit for Apple, mainstreaming the tablet in a way competitors never could. But research shows that Android is gaining preference among business and IT professionals, likely due to lower pricing, which spurs entry and reduces replacement costs.
Advertisers have options when looking to make their ads relevant to an audience, and the contextual route is just one among many. Research indicates that female internet users have a particularly favorable view of such ads, which can benefit both brands and publishers alike.