Latest Articles

Wednesday, July 03, 2013
P&G's Careful Planning Led to Pantene's Powerful Twitter Program
Pantene executives discuss the brand's real-time marketing via Twitter on the red carpet at the 2013 Oscars.
As Digital Mavens, UK Consumers Display Key Patterns in Online Behavior
A new eMarketer report finds that online shopping, video viewing, smartphones and tablets define the most important trends in the UK digital landscape. But even as UK consumers embrace new technologies, they are wary of the ways companies interact with them online.
Social Networking Dominates Time Spent Online in Canada
Research shows that internet users in Canada spend a quarter of their time online with social networking—ahead of any other activity. With nearly an hour and a half, on average, spent with social media, this gives marketers ample opportunity to reach out on social sites.
Tuesday, July 02, 2013
Social Usage Involves More Platforms, More Often
Research finds that digitally connected US consumers spend an average 23 hours per week on social sites, email and text, with Facebook, Instagram and Twitter seeing particularly high daily usage. But consumers still report a desire to decrease reliance on tech-based connectedness.
The Financial Services Industry Steadily Grows Digital Ad Spend
The US financial services industry will continue growing digital ad spending at a steady clip, registering a 9.9% CAGR through 2017, according to a new eMarketer report. Digital spend will be focused on direct-response initiatives. Mobile will also see increasing investment.
In Brazil, Online Moms Put Mobile on Their Wishlists
For two years in a row, tablets and smartphones led Mother’s Day wishlists in Brazil. Clothing came in third place, while computers and travel have become less of a priority compared with previous years.
UK Teens Turn Off the Radio
The single preferred device for listening to audio among UK consumers is the radio, but among 15- to 19-year-olds, the device is preferred by just 3%. Instead, this age group is “tuning in” to streaming content or downloads on mobile devices.
Monday, July 01, 2013
Worldwide, Digital Video Viewers Spend More Time with Live Video than VOD
Live streaming is proving stickier with online video viewers than video-on-demand (VOD), according to research. Consumers are also spreading their viewing habits over a growing number of platforms, with mobile devices and tablets gaining in popularity.
With Online Reviews Critical to Travelers, Marketers Adjust Their Approach
Online reviews are almost universally used by consumers when making their travel decisions, and this has created a new challenge for marketers, according to a new eMarketer report. Managing negative reviews and rooting out unverified posts are becomingly increasingly important practices.
Multidevice Ownership at Record High in Norway
Norway’s residents are more likely than their counterparts in many advanced economies to own a range of digital devices, including tablets, smartphones and laptops, with more than one-third of internet users owning at least three web-enabled devices.
Friday, June 28, 2013
Auto Brands Put Mobile in the Front Seat
Mobile is playing an increasing role in auto buyers’ path to purchase, and it is also an important car companion while driving. With that in mind, auto brands have added mobile app features like vehicle catalogs, reference manuals and connected car utility integration.
Elmer's App, Videos Keep Moms Stuck on the Brand
Michelle Manning, director of brand marketing for Elmer’s Products, talks about how digital keeps an old, reliable brand current.
Digital Takes a Minimal Share of Ad Spend in Thailand
Digital ad spending is growing in Thailand, expected to rise by 34% this year, according to research. But it still accounts for a very small share of total outlays. The digital formats seeing the biggest boosts in share: display, search and social.
In the UK, Women Take the Lead on Tablets
Tablet uptake continues to grow robustly in the UK, according to a new eMarketer report, as newer, lower-priced tablets bring in more users from age groups that had previously lagged behind. This year, for the first time, female tablet users will outnumber male tablet users in the UK, and that lead will grow through 2016.
Internet Users in Mexico Show Enthusiasm for Mobile Payments
Mexico is expected to finally start closing the mobile gap with the rest of Latin America in 2013, and the enthusiasm for advanced mobile devices is quickly trickling down to advanced usage, with 48% of web users in the country saying they would prefer to make payments with a smartphone or tablet instead of using traditional methods.
Thursday, June 27, 2013
B2C Ecommerce Climbs Worldwide, as Emerging Markets Drive Sales Higher
New estimates from eMarketer find that B2C ecommerce sales around the world will grow 17.1% this year to more than $1.22 trillion. Asia-Pacific will account for the greatest increase in dollars during the forecast period, as China and Indonesia grow ecommerce spending especially fast.
Gay and Lesbian Travelers Go Mobile
Smartphone and tablet penetration rates are rising among the US LGBT demographic, and these consumers are using mobile devices for travel purchases. Research shows that smartphones and major vacations were the most popular purchases among gay and lesbian consumers in 2012.
Marketers in Canada Warm to Programmatic Buying
Programmatic buying, including real-time bidding (RTB) and similar methods of efficiently purchasing paid digital media, is catching on in Canada, as it is elsewhere. Research shows that about four in 10 advertisers allocate at least half of digital budgets this way.
Moms Gravitate to Mobile and Social First in the UK
Mothers gravitate to social to keep up with friends, family and brands in the UK, according to research, especially on mobile. Facebook is now the leading weekly web-based activity for moms on smartphones and tablets, ahead of email.
Wednesday, June 26, 2013
Paid Ads Get the Real-Time Treatment
Real-time marketing is becoming more important to brands, and paid media is a big part of disseminating a responsive creative message quickly and widely. According to a new eMarketer report, social media sites are creating more opportunities for real-time buys, as is programmatic buying technology.
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