Latest Articles
Monday, July 02, 2012
A new eMarketer report examines the marketing efforts planned around the London 2012 Olympic Games, where sponsorship rules will keep a tight rein on official activities. What will the digital audience for events be, and how will mobile and online viewing play a new and greater role in marketer activities?
Mirroring the wider population, financial professionals are headed onto social networks in ever-growing numbers. While Facebook has greater penetration among this group, it is LinkedIn that’s getting the lion’s share of attention when these individuals are trying to conduct business.
Research shows that similar to their US counterparts, marketers in several countries across Western Europe are active on social media websites, but lack complete social media integration in day-to-day business practices.
Friday, June 29, 2012
Glenn Williams, external relations manager for Procter & Gamble’s US operations, spoke with eMarketer about the consumer packaged goods company’s plans for the upcoming London Games.
A new eMarketer report considers the large and growing app market. Marketers face tough questions about where to devote resources—mobile-enabled sites or costlier, resource-consuming branded apps—and the answer often comes down to what sort of engagement brands hope to achieve.
Internet users in France are avid video watchers, and TV programs are becoming an important part of video viewers’ daily consumption. With increased online viewership of long-form professional content, video revenues are expected to rise dramatically.
Thursday, June 28, 2012
The days of TV’s monopoly on the delivery of video content are long over—almost all viewers are now using a multiplicity of devices to watch programming. Still, the big screen remains the primary device on which viewers watch shows.
A new eMarketer report explores the successes, thus far, of retailers who have provided in-store and other pickup options for online consumers: what advantages that strategy has earned them, as well as what obstacles stand in the way for many retailers.
A slight majority of consumers in Brazil have accessed the internet, according to recent research, with usage concentrated strongly among those under the age of 34. Younger users are also more likely to use the internet for communication: Email, instant messaging and social networks top the list of communication activities.
Wednesday, June 27, 2012
When it comes to content consumption, tablet users access video more often than any other type of content. After video, getting weather information and reading the news are the most popular content-related activities.
In Canada, business executives know that their business needs to be active on social media, especially for brand awareness, recruitment and knowing their customers. Less than a quarter doubted social media’s impact altogether.
A new eMarketer report explores brands’ different means of fostering customer loyalty and how they can achieve that goal in the social universe. By bridging social media with older customer loyalty tactics, brands have an opportunity to create a new legion of repeat customers who also act as brand advocates.
Tuesday, June 26, 2012
Video game sales revenues are shifting from traditional console and PC games to those played in the mobile and social arenas. Marketers have more of a chance than ever to get in on the action, and there is still much room for growth in monetizing these new gaming platforms.
A new eMarketer report explores the Facebook Marketplace Ad Platform, which sometimes plays second fiddle to premium formats. As marketers pay closer attention to metrics besides clickthroughs though, the Marketplace platform may deserve a second look.
In a report set to publish later this month, eMarketer senior analyst Karin von Abrams looks at how marketers are using the London Olympics in conjunction with their branding efforts, focusing especially on how marketers are pushing the limits of digital media and marketing. Sports-themed news websites in the UK are already benefiting tremendously, as internet users seek out information on their favorite Olympians.
Monday, June 25, 2012
Mobile phones are incredibly widespread in Japan, but penetration and growth have leveled off. eMarketer estimates that there will be 107 million mobile phone users in Japan at the end of 2012, accounting for 84% of the total population, while smartphone users, who tend to consume more mobile content, will account for 33% of mobile phone users.
Almost six in 10 online buyers purchase beauty and personal care products online. And these consumers are also getting their goods from offline retailers, demonstrating the need for brands to develop a holistic multichannel strategy to capture sales.
Despite consumers taking up smartphones and other mobile devices in droves, a majority of business leaders worldwide said they had yet to develop a mobile marketing strategy. But that’s set to change, with three-quarters of those who do not yet have mobile campaigns planning to enact them.
Friday, June 22, 2012
A new eMarketer report explores Facebook and Twitter’s expanding roles as platforms for media and content consumption. Through efforts like Facebook’s Timeline and Twitter’s Discover, as well as social apps, the networks are helping publishers and content creators engage an audience of built-in disseminators.
In Argentina, as recently as 2006, nearly half of internet users would pay a small fee to access the internet for short periods of time at internet cafes. Now, internet cafes have become less important as a majority of consumers in the country go online at home or via a mobile device.