Tuesday, May 28, 2013
The multichannel path to purchase has gotten increasingly complicated as more commerce behavior has moved online and onto mobile. According to a new eMarketer report, retailers are turning to attribution modeling to assign value to touchpoints and better understand which channels work best.
Facebook continues to be the most important social network for small and medium-sized businesses (SMBs) looking to publicize their brand, but other networks also garner enthusiasm. The greatest benefit of social engagement for SMBs is exposure, alongside increased traffic, and most have now integrated social into their traditional marketing activities.
About half of Germany’s smartphone users say they are never without their phones and never switch them off. This trend is more pronounced among young adults and social network users.
Friday, May 24, 2013
Big Data offers marketers a lot of promise—along with many headaches—as the quantity of data out there makes it hard to create actionable insights. Data management platforms (DMPs) are increasingly being used to manage and process the many different kinds of incoming data and put it to use.
US advertisers are taking full advantage of social media as a free channel through which to reach customers. Research shows that more advertisers use social platforms to create branded pages than to purchase ads. Those who do buy targeted ads are most interested in narrowing their message according to demographics.
John Farrell, YouTube's director of content partnerships for Latin America, spoke to eMarketer about the evolving market for online video in Mexico and YouTube’s business there.
As video advertising gets bigger, the participating industries are shifting somewhat. Research shows that the consumer goods category has surpassed entertainment for video ad impressions. Entertainment sites still hosted the most video ads, but gaming, sports and music all grew their share.
Thursday, May 23, 2013
US consumers are watching more streaming and online video content, and as they do, cable is losing viewers. And while more than one out of five consumers report cutting their cable subscription, over-the-top (OTT) content is only getting more popular.
US kids as young as elementary-school age are increasingly picking up smartphones, with research finding 19% of this demographic use the devices. Among the devices owned and used by school-age children, smartphones see penetration levels just behind PCs.
According to a new eMarketer report, Germany and France lag far behind the UK in ad spending devoted to mobile, but outlays will increase fast over the next few years. Improved measurement should help more marketers make the mobile leap, and a focus on leveraging mobile’s potential role in the purchase funnel will also drive greater ad spend.
Wednesday, May 22, 2013
Ad agency executives expect strong growth in their use of both online and mobile videos in 2013, likely because they now consider these channels equally or more effective at reaching audiences than traditional television. Agencies have also seen an evolution in the way clients are measuring the success of online ads.
Travel is already a mature online sector in the US and digital sales will continue to rise at a healthy clip, even as travel’s share of total ecommerce sales begins to decline, according to a new eMaketer report. Mobile will be a big part of the continued growth story.
Smartphone users in China are by no means cynical about apps. Users in the country were more likely to download and try out new apps than those in the US. China’s smartphone users were also more likely to make in-app purchases.
According to eMarketer estimates, 36.6% of mobile phone users ages 0 to 11 used smartphones in the UK in 2012, and this is expected to almost double by 2017. Kids are increasingly utilizing the device’s full capabilities, making limited-function mobile phones a potentially tough sell.
Tuesday, May 21, 2013
Mobile is becoming an essential part of moms’ daily shopping routine. More than one-third of US moms reported using mobile devices every day to shop, rising to more than half who used a smartphone or tablet every week for shopping. Clothing and beauty were the top mobile shopping categories.
The tactic B2B email marketers most want to improve on is getting content out to the right segments. Most use email marketing for customer acquisition and lead nurturing, pointing to the importance of making sure the right people are reading the content most useful to them.
The smartphone and tablet user base is rising quickly in Canada, but advertisers have still been hesitant to put ad dollars to mobile. According to a new eMarketer report, spending will rise as metrics improve and brands create innovative approaches to the channel.
Two out of five UK moms who used parenting forums said they bought a product based on a comment or review they saw there. Parenting blogs like Mumsnet were the most popular destinations for UK moms, followed by Facebook, individual blogs and Twitter.
Monday, May 20, 2013
With web users consuming content across TVs, computers, smartphones and tablets, publishers have had to adjust their displays for the multiscreen environment, and responsive design is a solution many are embracing. For advertisers, however, there are still questions about how to handle responsive design.
Mobile devices are great tools for shoppers looking to get pricing information on products. But research shows that only a small percentage are actually making purchases on them with any frequency. Consumers are also taking advantage of shopping-specific apps during the path to purchase.