Latest Articles

Wednesday, April 16, 2014
Special Offers Get Mobile Users to Opt In
Deal-seeking is the top reason US mobile device users sign up to receive mobile marketing messages. And research finds that discounts are the primary driver of actions taken after seeing such messages.
Majority of Interactive Videos Viewed Through the End
Interactive video was a smash hit in 2013, with fully played rates reaching 70.0% in North America. According to research, interactive video advertising is poised to see tremendous growth again in 2014.
TV Still Tops Ad Response Table in Western Europe
Consumers in France, Germany and Spain are more than twice as likely to view TV ads favorably than ads on smartphones. Despite this, they still pay attention to ads on mobile devices.
Social Media Advertisers in Canada Favor Nonpaid Strategies
Paid social advertising products have recently surfaced in Canada. But according to a new eMarketer report, marketers still prefer earned media efforts. Consumer engagement is the most important social marketing activity.
Tuesday, April 15, 2014
IAB Rising Stars Ads Outperform Standard Banners
Because of their larger size, the Interactive Advertising Bureau Rising Stars ads are seeing more success than standard placements. Rising Stars are performing even better on mobile, which is driving greater message recall—as well as better brand reputation.
Traditional or Digital Ads? Millennials Show Mixed Feelings
Many millennials say that traditional and digital ads are equally effective. But, with the exception of TV, research finds that they’re more influenced by digital advertising. Still, millennials are more likely to ignore online ads than they are traditional ones.
UK Key Trends for 2014: Ecommerce Pushes the Limits with Mobile
The UK’s ecommerce market is ramifying further as mobile penetration rises. Yet while mobile devices play an ever-greater part in shopping and buying habits, retailers must keep up with new, complex consumer behavior, according to a new eMarketer report.
Digital Buying Is on the Rise in Mexico
Ecommerce sales in Mexico will grow 20.0% in 2014 to reach $11.43 billion. eMarketer expects increases to come on the shoulders of 10.4 million digital buyers. Though forecasts vary widely across sources, as many as 71% of internet users in the country may have purchased digitally in the past.
Monday, April 14, 2014
Are You Seeing a Change in Your Organic Reach on Facebook?
Facebook’s change to its News Feed algorithm has caused uproar among many, as it drastically reduces organic reach on the social site. But while marketers see organic posts as effective, the fact that organic reach has been declining since February 2012 suggests otherwise.
Referrals Drive Success—and Revenues—for Small Businesses
Finding new business is a top challenge for small businesses. Friend referrals may help, as small-business owners say they are the best marketing tactic—and a key revenue driver.
More Sales Channels Equals More Headaches for UK Retailers
An increasing number of retailers in the UK are operating across multiple sales channels, with mobile seeing particularly strong growth in this respect. But successfully integrating so many disparate channels isn’t easy.
Friday, April 11, 2014
US Retail Ecommerce Sales Highest for Computers, Consumer Electronics
According to new eMarketer figures, computers and consumer electronics will claim the greatest share of US retail ecommerce sales through 2018. Digital spending on books, music and video will increase at the fastest rate throughout our forecast period.
How iBeacon and Similar Technology Will Change Retail
In an interview with eMarketer, David Edelman, a partner and global co-leader of sales and marketing practice at management consulting firm McKinsey & Company, discusses how mobile tracking technology, including iBeacon, is changing retail.
Forget Peers—Prices Have the Most Influence on Young UK Consumers’ Purchases
Due to their limited income, younger consumers in the UK are most influenced by price when making purchase decisions. As a result, they’re turning to showrooming, just like the overall UK population.
Thursday, April 10, 2014
Total US Retail Sales Top $4.5 Trillion in 2013, Outpace GDP Growth
Total retail sales in the US are leading economic growth, rising 4.2% in 2013 to pass $4.53 trillion, according to new eMarketer figures. Ecommerce and mobile sales are fueling gains and will continue to grab share of the retail market in the coming years.
CPG Brands See Better Engagement, Reach with Digital Video
Consumer packaged goods (CPG) brands are increasing spending on digital video. According to a new eMarketer report, CPG marketers have found that better engagement and brand recall are some of the top benefits of digital video.
In the UK, Real-Time Social Media Marketing Focuses on the Customer
UK marketers cite increased audience engagement as a top benefit to real-time social marketing. But challenges abound when it comes to who handles real-time interactions outside of the workday.
Smartphones and Tablets Go Head-to-Head for Digital Purchases in Brazil
Increased mobile device adoption in Brazil has tablets and smartphones making significant dents in the country’s digital purchases. But mobile’s influence on the shopping experience goes way beyond pushing the “Place Order” button.
Wednesday, April 09, 2014
Mobile Search Reshapes the Path to Purchase
Consumers still prefer to complete purchases on desktops, but mobile search is playing a key role at the beginning of the purchase path, according to a new eMarketer report. As a result, marketers are looking to build a consistent experience for consumers across platforms.
Wearable Devices Shift from Accessories to Ad Platforms
As wearable tech usage surges, advertisers are looking to such devices as an ad platform. Wearable device connections are expected to jump more than 704.5% between 2013 and 2018, and mobile data traffic on wearables will also see large increases.