Tuesday, February 26, 2013
Small businesses know that marketing is important to get the word out, but those efforts dig into an already limited supply of time and money. According to a new eMarketer report, vendors trying to work with small businesses need to help their potential clients find effective solutions targeted to their business needs.
Recruiters will make more frequent use of social media this year in order to place candidates. LinkedIn will lead the pack: 82.6% of recruiters say they'll increase use of it in 2013. But overall use of Twitter and Facebook for recruiting purposes has actually declined.
Search marketing in the UK is considered a highly effective tactic: An overwhelming majority of marketers consider it very important to their brands’ competitiveness. Of the search marketing tactics, search engine optimization and pay-per-click advertising are seen as delivering the best return on investment.
Monday, February 25, 2013
Internet use is still not as high in South Africa as in more developed countries, but more users are joining the digital ecosystem, with those 34 and under accounting for nearly 75% of users. As in other developing internet markets, mobile remains the dominant means of going online.
Social networks that have incorporated ad opportunities into their sites must be getting something right. A recent study found that 64% of advertisers said they would increase their paid social media ad budgets this year, while just 2% planned to decrease.
When a video takes more than two seconds to load, users become much more likely to abandon the content. Longer buffering times, live streams and mobile device streams lose the most video viewers.
Friday, February 22, 2013
Aki Iida, Zappos.com's head of mobile, spoke to eMarketer about mobile shoppers, how to appeal to consumers on smartphones and where people really are when they place orders.
The smartphone user base in India remains small, but it is growing fast. Low-cost devices dominate the market in urban India, with Android and Symbian taking a combined 83% share. Tablets are getting greater attention from consumers as well, with many intending to purchase the devices.
Despite the fact that both Google and Bing are serving the vast majority of search impressions to desktops, the share of clicks coming from smartphones and tablets increased steadily over 2012, to 23.4% in Q4. Google continues to dominate the search ad market, claiming roughly 80% of paid search spending on desktops, and enjoying an even greater advantage on mobile.
Thursday, February 21, 2013
Google has surpassed Microsoft as the top brand in Canada, according to a study of the most influential brands in the country. Digital and tech properties, including Apple, Facebook and YouTube, took many of the top spots, with Wal-Mart, Visa and Tim Hortons also making the top 10.
A study of the demographics of online healthcare information seekers finds women 11 percentage points more likely to do research than men. Interest in online healthcare information is remarkably steady across a range of age groups, but college graduates are significantly more likely to seek out such information than those who have never been to college.
Two-thirds of marketers say they are investing more in data-related areas in 2013, with most expecting to use findings gleaned from social media to drive campaigns in the coming year. In a separate study, 19% see an “immediate opportunity” to use social media to transform their business.
Wednesday, February 20, 2013
Online travel sales in Asia-Pacific are on a steady climb, outpacing the rate of total travel sales growth. Mature markets like Japan, Australia and New Zealand will begin to level out in online travel sales growth, while advancing markets will see much faster increases from a smaller base.
A new eMarketer report finds that while banner ads remain the dominant ad format on mobile, other options are quickly proliferating. Utilizing the location and context data available on mobile devices, advertisers are delivering more targeted and engaging mobile advertising.
Nonprofit organizations are tapping into a low-cost way to get the word out among constituents eager to spread their message—social media. The majority of nonprofits are spending more time on the channel, with Twitter getting particular attention on a regular basis.
Tuesday, February 19, 2013
Online video ad practices are drifting closer to those employed in the TV model: longer content that supports a greater number of ads. Research shows that consumers are accepting increased ad video loads, with ads in long-form video content returning a completion rate over 90%.
Marketers expect that in 2013, their organizations will continue to lavish attention on digital tactics, with mobile and social leading the way. This increased focus will come at the expense of traditional mass media, especially newspapers and magazines.
More customers in the UK are doing their banking online rather than in-person or over the phone. In fact, well over half of those surveyed reported engaging in online banking at least once a week. And once customers get fully comfortable banking online, mobile is never far behind.
Friday, February 15, 2013
Adam Medros, TripAdvisor’s vice president of global product, spoke with eMarketer about steps the company is taking to ward off fraudulent content.
Consumers in Latin America and Asia-Pacific were significantly more likely to say that they regularly checked in on brands’ social media presences than consumers in Western Europe and the US. Of all countries studied, internet users in India showed the highest engagement with brands.