In addition to revealing the latest findings from thousands of research sources, our reports offer expert opinions, projections, key takeaways and case studies providing go-to insights for determining strategies and initiatives. eMarketer will publish over 200 reports this year on the most relevant digital marketing topics.
eMarketer estimates that between 2013 and 2017, the number of internet users worldwide will rise from 2.56 billion to 3.24 billion. Online markets with lower penetration rates such as India, Indonesia, Mexico and Brazil will drive global internet audience growth.
Smartphone penetration is growing rapidly in Canada. This year, one of every three people in Canada will have a smartphone. Tablet usage is also climbing fast. But Canada dramatically lags similar economies when it comes to mobile ad spending.
Responsive design—a website configuration that dynamically adjusts content to fit multiple screens—is gaining traction among site owners grappling with the proliferation of web-enabled devices. But while content in responsive designed sites is fluid, display advertising is not, so workarounds are necessary.
In the UK, mobile advertising is now an effective and key marketing tactic, evolving from boutique and difficult to essential and mainstream. With significant further growth projected, brands that remain skeptical or wary of this marketing channel will be left behind.
Because of heightened consumer price sensitivity and a desire to stay competitive, retailers have been turning to online services to monitor and make changes in real time. Though used by prominent retailers, dynamic pricing is still in the early stages for most.
Native advertising is becoming an increasingly viable way for marketers to reach audiences on venues such as social media, news sites and streaming services. Native ads are typically embedded into the content stream, blurring the lines between advertising and content.
To stay close to their customers, many marketers have started to use real-time marketing. But to be effective at it, marketers and their agencies must make changes in the creative process.
An increasingly complex buying process has accompanied the growing importance of online video advertising. But several best practices outlined here can help brands make the most of their video—and television—ad budgets.
Consumers’ use of both social media and smartphones has made user-generated reviews a part of car buyers’ shopping process. User-generated content can help secure sales during the buying cycle and inspire loyalty throughout the ownership cycle.
Internet penetration rates in the Nordic countries top those of all other countries in Europe, with the exception of the Netherlands. Internet users in the region have also been quick on the uptake of mobile devices, and the outlook for mobile advertising is strong.
This month’s eMarketer Editors’ Global Top Picks calls out reports about digital in Latin America. One of them, “Brazil Ecommerce: Sports, Travel and Cheap Retail Maintain the Market’s Momentum,” explores an emerging market and how online travel sales for upcoming events like the 2014 FIFA World Cup soccer tournament will fuel ecommerce.
The US mobile phone audience is near capacity, but the number of smartphone users continues to rise at double-digit levels. From 2013 to 2017, smartphone users will increase from 140 million to 207.4 million. By 2014, half of the US population will use a smartphone.
Even as the US economy slowly improves, consumers are sticking with much of the economizing they adopted during the recession. And many are using digital technologies to make the most of the dollars they do spend.
This month’s Top Picks points to benchmark reports published in the last month such as “US Retail Ecommerce: 2013 Forecast and Comparative Estimates” and “US Digital Content Users 2013: Strong Mobile Growth Drives Video, Gaming and Music.”
Hispanics’ focus on family around meal preparation and shopping opens up opportunities for brands to use social media and marketing tools to engage this audience. How can brands leverage this knowledge to create opportunities both in-store and online?
There will be 163.5 million US social network users in 2013. Out of this group, 90% will be Facebook users, while less than 25% will use Twitter. Gains in the overall social networking audience are slowing, though smartphone social network use continues to rise rapidly.
As kids make the physical and emotional move to their teenage years, their digital behavior alters significantly. Teens’ smartphone use is the most striking change, as the device takes center stage during these formative years.
Mobile device usage among travelers is reaching critical mass, providing marketers with unprecedented opportunities to communicate with a massive, captive audience on the move.
Lack of regulatory clarity and concerns about ROI as budgets decrease have restricted pharma companies’ social media use. But consumers use social to search for online health info, and pharma marketers should evaluate this channel to identify its impact on brand goals.
US retail ecommerce sales will grow at a 14% average annual rate from 2012 through 2017, nearly doubling in size from $225.5 billion to $434.2 billion. The rise of mobile commerce, omnichannel retailing and other innovations will drive long-term ecommerce growth.
As mobile internet use in the US ramps up, small-screen browsers are gaining traction with consumers and marketers. Brands investing in mobile SEM and SEO have scored several home runs, but curveballs from Google and Apple have knocked some marketers off their game.
Nearly all UK web users read and send email. For many UK advertisers, email is a reliable but unexciting communications platform with a fairly small budget. However, email marketing typically delivers excellent ROI, either alone or in combination with other channels.
Using Facebook as an ecommerce platform didn’t pan out for many US retailers. But because of the social network’s significant audience and reach, no merchant wants to entirely write it off. Retailers and brands are now exploring other ways to drive sales using Facebook.
US auto shoppers are jumping from desktop to mobile when looking for auto brands—shaking up an established marketing channel for the industry.
Digital content marketing is capturing more attention—and a greater share of B2B marketers’ budgets—as a way of winning the attention of prospects and the loyalty of customers. B2B marketers talk about best practices for successful content marketing.
eMarketer Global Top Picks features a new benchmark report, “UK Internet Users and Penetration: Steadily Approaching Saturation,” along with a look at ecommerce in Western Europe and a survey of digital usage in Indonesia.
Digital TV and movie audiences in the US are growing faster than expected thanks to momentum in mobile viewing and increases in connected TV adoption. This raises the competitive stakes for streaming services and opens opportunities for marketers.
Digital video appears to be at an inflection point in Mexico. Video consumption is widespread, but the focus has been on short-form content. In addition, advertisers have committed a very small portion of their budgets to the video channel.
This month’s Top Picks calls out reports that address important trends emerging in the digital space. “Key Digital Trends Q1 2013: Whither the Brand?” for example, discusses how social media platforms now play an outsized role in consumers’ interactions with brands.
The number of digital video viewers, gamers and music listeners continues to grow robustly. Mobile is expected to drive growth in all content areas, boosted by smartphone adoption and the increasing availability of mobile content.
Seniors lag well behind younger adults in many forms of digital activity, including internet user penetration and time spent online. Though many have mobile phones, far fewer have smartphones. TV dominates seniors’ media usage more than it does for other age groups.
UK consumers are keen mobile users, yet the banking sector hasn’t jumped on the mobile marketing bandwagon—missing a chance to enhance service and repair brand trust. This sector can learn from UK insurance firms and innovative banks elsewhere.
Mobile video advertising connects two of today’s most desirable marketing channels in the hopes of reaching consumers with relevant messages wherever they are. While advertisers must overcome limits on growth first, the right choices can offer success.
Are CPG brands ready to offer more ecommerce opportunities to consumers? Grocery shoppers are already using technology in myriad ways, but brands are still figuring out how to move the “buy” button closer to the consumer.
The UK internet user population has plateaued but remains a strong market. In 2013, 47.9 million—or three out of four people in the UK—will use the internet. Growth in user numbers will be in the low single digits and only slightly higher than UK population gains.
As social platforms assume greater prominence for everyday interactions and mobile emerges as the new desktop, the balance of owned, earned and paid media is shifting. Brands face a tradeoff between more opportunities for engagement but less control over where they take place.
Even as Brazil’s economy slows, the country’s ecommerce sales have been growing steadily, powered by expanding internet penetration and rising household income. B2C ecommerce should see double-digit gains this year and again in 2014, when the FIFA World Cup is expected prompt a spurt in domestic travel and even-related economic activity.
Indonesia, which has the world’s fourth-largest population, is expected to experience a GDP growth rate of 6.3% or higher in 2013, with that rate continuing through 2017. Economic growth will fuel higher internet use, particularly via mobile devices.
With 70% of internet users already buying online and smartphone users comparison shopping across sites, it is critical for retailers to know how to earn deep customer loyalty. Those that succeed will be rewarded with customers who act as brand advocates, buy more and pay premium prices.
Cruise shoppers find online sources just as useful as other travel shoppers do when moving along the path to purchase. However, the cruise industry is still lagging far behind other travel sectors when it comes to online bookings.
TV still sits at the center of the UK consumer’s home entertainment experience. But with more screens present in the average household than ever before, consumer attention is fragmented, and devices that offer limited functionality are going out of fashion.
Ecommerce sales in Western Europe will rise by nearly 14% in 2013 to more than $333 billion. All markets will see significant growth, while increasing take-up of smartphones and tablets across the region will boost shopping and buying on mobile platforms.
eMarketer Global Top Picks this month points to a focus on UK coverage, with reports on tablet usage and the state of mobile payments.
The internet is an increasingly important source of information for people seeking information about health and healthcare. But most online health seekers still rely on their doctors to recommend the best course of treatment.
US internet, search and email user populations have reached maturity. Remaining growth in user numbers will be small and closely reflect changes in the overall US population.
Small-business owners are experts in their chosen lines of business but not necessarily in marketing or digital technology—factors that can influence their behavior as purchasers of goods and services.
Mobile display ad formats consist of more than the simple banner ad. The expanding volume of ad inventory, across both apps and mobile websites, includes a variety of immersive ad formats that offer advertisers multiple ways to engage smartphone and tablet users.
This month’s Top Picks features topics as diverse as eMarketer’s forecast for mcommerce sales, connected cars as consumers’ “the fifth screen,” and what’s important to know about the men’s grooming business.
Marketers are expanding their use of social analytics tools to support real-time marketing initiatives, including content marketing, changing advertising on the fly and linking to trending topics.
The automobile is emerging as the “fifth screen” in consumer life, a largely undefined digital opportunity that will soon reach a majority of new vehicles in the US.
As personal care brands for men extend their product lines, male shoppers can be overwhelmed with choice and reluctant to ask questions about how to use particular products. Brands are stepping up digital efforts to educate, engage and ultimately convince men to buy.
Internet users are highly influenced by what other customers have to say about a service or product, and displaying the feedback can lend credibility to a merchant. Yet with more evidence of reviews that are fake or solicited unethically, consumers have begun questioning their validity.
The internet radio industry is in the early stages of development and despite steady growth, faces daunting business challenges. Nevertheless, marketers are jumping into the space with a passion that echoes the music that streams from broadcast services.
Russia now has the largest online population in Europe, although by European standards internet penetration remains low. Growth will come as investment brings web access to more of the country.
More than 60% of online shopping carts are abandoned by consumers on the grounds that they were not yet ready to buy. This report investigates the implications of cart abandonment and some emerging strategies for increasing sales based on shopping patterns.
“Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities for Growth” is one example of global-focused coverage published recently by eMarketer. Also highlighted in this edition of Global Top Picks is the report “UK Mobile Advertising: Device Adoption Drives a Spending Boom” and an interview with Visa’s CMO for core products, who discusses the credit card company’s strategy for big international events like the Olympics.
Google’s aggressive moves in the travel business will have wide-reaching implications for travel marketers. But the timing and extent of their effects remain to be seen.
Proximity payments made by mobile phone have been at low levels in the UK, but four significant mobile wallet launches in 2013 should provide a blueprint for growth there and in other European markets.
This month’s Top Picks highlights eMarketer’s industry coverage, such as “Automotive Ecommerce: Late to the Party, Industry Will Adapt,” which looks at the reasons why ecommerce hasn’t grown in the auto sector and how over time that will change. Top Picks also points out two new interview series: Media Voices and B2B Perspectives.
In 2012, tablet penetration in the UK stood at 15.6% of the total population. It will more than double by 2016 to 36%, fueled by the affordability of smaller form factors, putting tablets in the hands of the mass market.
The UK’s mobile advertising market is booming, fuelled by dramatic increases in smartphone and tablet penetration. eMarketer predicts that spending on mobile ads will leap by 65% in 2013, to £737.6 million ($1.2 billion), and top £2.1 billion ($3.4 billion) in 2016.
Business-to-consumer ecommerce sales in Mexico have come to life in the past three years. Growing at rates greater than 40% since 2010, they reached $6.16 billion in 2012. The outlook for ecommerce positive, but cultural preferences, low credit card penetration and a relatively underdeveloped shipping infrastructure continue to hold back growth.
From home and afar, nearly 100 million people in the US will shop through a smartphone in 2013 and spend $13 billion doing so. But the mobile checkout counter will be only half full, as businesses let roughly one out of two mobile shoppers slip through their fingers.
Connected TV advertising is at an early stage, but its potential to unify TV’s branding power with digital’s interactivity, targeting and measurability makes it increasingly essential for marketers to take the long view. However, several factors are inhibiting connected TV’s growth.
Today’s kids are indeed digital natives. But so are many of their parents, which means kids are first experiencing the digital life as a family affair—the first generation to do so.
The internet has become an integral part of clinical practice, allowing physicians to stay up to date on healthcare treatments, medications and payer guidelines. Regulatory and competitive pressures, along with demographic shifts, are likely to drive increased use.
Online video consumption has grown rapidly in Canada. Advertisers have not been as quick to embrace the format but are expected to increase spending sharply.
The US tablet audience has doubled in size over the past year as the devices have attracted a wider variety of consumers. Rapid adoption is set to continue. The number of people who will use tablets in the US is projected to quadruple between 2011 and 2016.
New-car sales are virtually unknown online, despite growing interest among consumers and manufacturers. Legal restrictions and entrenched distribution processes are likely to maintain the status quo in the near term, but innovations from new players and a coming wave of Gen Y buyers accustomed to online buying will ultimately force change.
Social media has gone mobile, forcing marketers to rethink their strategies for reaching consumers. They must understand mobile social usage patterns, unify their mobile and social media marketing, and create content that works seamlessly across multiple screens.
Despite some healthy skepticism about marketers’ sincerity, more than half of US consumers say they have bought a product because the proceeds went to a cause they supported. Through the use of digital tools, companies involved in cause marketing are finding it easier to connect with customers through social media, to tell stories through online video and to solicit donations via mobile.
As brands increase their marketing budgets to engage consumers on YouTube, Facebook, Tumblr and other social media sites, the value and use of a brand site is up for debate. What does a brand site do best?
Digital ad spending is only getting bigger, as advertisers in emerging markets expand their overall ad investments and marketers in regions across the globe place more efforts into mobile advertising. By 2016, one in four advertising dollars will go towards online and mobile advertising.
eMarketer Global Top Picks calls out a benchmark report, “Worldwide Social Network Ad Spending Forecast: Robust Growth Set to Continue Through 2014,” which compares social network ad spending in the various regions around the world. In addition, “India Online: Defining the New ‘Digital Class’” asserts that PCs in India will give way to mobile devices as the primary means of accessing the internet.
The ad industry needs better cross-platform ad measurement solutions. The pursuit of standard delivery measures and single-source panels is helping, but it is not enough. Media buyers must still use a mix of tools and data sets to measure cross-platform performance.
This month’s Top Picks focuses on mobile-focused reports recently published by eMarketer, including “Mobile Display Advertising: Aspirations, Revelations and Frustrations” and “Mobile Fast Food Marketing: How QSRs and Fast Casuals Are Getting Quicker and Faster.” The annual “Key Digital Trends” report shows mobile’s role in emerging digital developments like media fragmentation and underscores how mobile-first is the new priority.
An emerging class of increasingly internet-connected consumers is spurring digital advertising growth in Brazil. eMarketer expects digital ad spending in the country to double over the next four years and represent a greater share of Brazil’s total media spending.
Internet penetration in India is low, but the country is on the cusp of substantial growth in online population. Mobile will be the engine for that growth.
US mobile game audiences and revenues are on a rapid growth track as players shift to smartphone and tablet interfaces. Social networks are still a powerful venue for gaming, however, with audience and revenue growth expected for at least the next two years.
While consumers say they worry about digital privacy, it actually isn’t an active concern for the vast majority. But marketers can’t act like they know that.
Fragmentation is everywhere we look: from media channels, access platforms and devices down to the marketing funnel itself. Once-linear behavior patterns are now frustratingly circuitous, placing marketers in a constant game of catch-up with their time- and place-shifting audiences.
Millennials are very particular about the ways they share travel experiences and engage brands via social media. These preferences are critical for travel marketers to consider when strategizing ways to crack Gen Y’s social circle.
The new generation of customer service channels—live chat, social networks and mobile—presents retailers with challenges and opportunities. Merchants that master these channels will be rewarded with loyal customers who spend more and act as brand advocates.
eMarketer expects worldwide social network ad spending to total $6.71 billion in 2012 and increase 33% next year. North America will continue to make up the bulk of spending, though social network ad expenditures are growing globally.
Mexico has not shifted to mobile usage as quickly as other Latin American economies. But there are signs of strong growth in the market, as carriers upgrade their networks and advertisers commit dollars to the mobile web.
Mobile display advertising has taken root as brands engage America’s 115 million smartphone owners. Marketers are upbeat about campaign results and are increasing budgets. For the floodgates to open, however, advertisers want deeper insights into ad effectiveness.
Fast food is particularly well-suited for mobile marketing since it’s a segment that’s centered on convenience. Users are increasingly reaching for their phones when making dining decisions on the fly, and restaurants are anticipating demand with apps and mobile-optimized sites.
This benchmarks report offers an overview of several key categories of video-related data, including ad metrics, ad types, spending forecasts and a full picture of the video audience’s size, time spent watching content and favorite destinations.
eMarketer expects the number of tablet users in the EU-5 to increase 130% this year. Between 2011 and 2016, the number will grow from 17 million to nearly 100 million. Despite the economic turmoil that some countries in the forecast are facing, growth will remain in the double digits throughout the forecast period.
eMarketer Global Top Picks this month calls your attention to ecommerce reports for two major economies—China and Canada—and reminds clients interested in digital marketing across the globe to note a new UK ad spending report and another that looks at digital in Brazil.
The outlook for the UK economy remains relatively gloomy, but the country’s digital advertising market is flourishing. eMarketer predicts that spending on online and mobile ads will leap by 14% in 2012, to $8.8 billion, and pass $12.4 billion in 2016.
Top Picks summarizes some not-to-be-missed material eMarketer has published in the past month, including reports and interviews. This issue of Top Picks showcases reports examining ecommerce trends, such as “Pinterest’s Social Commerce Potential: What Brands and Retailers Need to Know,” and those offering demographic insights, including “US Hispanics and Social Networking: A Digital Space They Can Make Their Own.”
Millennials are posing new challenges for marketers of consumer packaged goods. With one hand pushing the shopping cart and the other tapping a smartphone, millennials are looking for deals, not brands, and product-specific information, not pitches. Today’s young adult consumers are changing the game for brands in grocery stores’ center aisles.
Mobile technology is transforming the way healthcare practitioners work. Tech-savvy but time-strapped clinicians are scooping up smartphones and tablets and turning to mobile apps to boost their efficiency and help them improve patient care.
Spending and interest in real-time bidding, or RTB, an automated method of buying and selling impression-level display ads in real time, continue to mount. eMarketer examines existing and future industry trends driving RTB growth.
Online sales in China are flourishing. Consumers are embracing the internet’s ability to offer comparison shopping and product research, and marketers are eager to expand operations beyond flagship stores in established markets like Shanghai and Beijing.
Social networking occupies a big chunk of Hispanics’ digital usage, helping them keep in touch with often far-flung family and friends. But this leaves limited room for interaction with brands, especially if a brand isn’t attuned to their culture(s).
Social video represents an evolution in online advertising from interruptive video pre-rolls to long-form branded content designed to be consumed and shared on social venues.
eMarketer Global Top Picks spotlights some of the international marketing coverage published in the last month. October’s edition calls attention to a report on Canada’s ecommerce and the traits of online video viewers in China.
Personalization is permeating ecommerce, including personalized pricing. Research suggests that more retailers will turn to variable pricing to optimize what they charge based on consumer demand. Meanwhile, consumers are becoming more comfortable with retailers that vary prices across channels.
The apparel retail segment is clamoring for web tools to drive more consumers through the online purchase funnel. The category’s reliance on visual marketing and consumer demand to “touch and feel” products have made video marketing an important trick in the apparel marketer’s toolbox.
Mobile adoption among business travelers is moving much faster than corporate travel policies are adapting to changing behavior. Marketers targeting this distinct travel sector must balance solutions that are both cutting-edge and policy-compliant.
Brands increasingly use content marketing both to deepen engagement with their customers and prospects, often using social media, and to break through digital marketing’s clutter. This report delves into 11 best practices for creating effective content marketing.
Top Picks summarizes some of the most noteworthy material eMarketer has published in the past month, including reports and interviews. This issue of Top Picks highlights recent benchmark reports, such as the latest “US Ad Spending Forecast: Fall 2012 Update” and “Online Holiday Shopping Forecast and Trends.”
The volume of ads served to tablets is rapidly increasing as the number of users climbs toward 70 million (22% of the US population). Tablet ads are proving more effective than mobile ads across multiple brand metrics, increasing demand for tablet inventory. That, and limited supply, is keeping ad prices at a premium.
As more consumers turn to smartphones and tablets to manage their personal finances, banks and other financial services providers are developing new, innovative mobile features that make these tasks easier and more convenient.
“Online” has come to define the way most consumers in Canada socialize, communicate, bank and research. But when it comes to ecommerce, the online channel hasn’t developed commensurate with the internet appetite in the country.
As many as 50% of all US moms will use mobile devices to access social networks in 2012, putting them ahead of the population as a whole. Their changing social media usage patterns have broad implications for companies doing social and mobile marketing.
Despite its relative newness, Pinterest’s fast growth and mainstream adoption have made the site nearly as prominent as more established social media. But is it just one more hyped-up platform demanding attention from marketers or does it really drive sales?
What can marketers learn from political activity on social networks? A lot. Few social network users admit to being influenced by political content on social channels, but research suggests it is changing minds and behaviors. There are pitfalls, however. Political content also risks alienating audiences.
The display advertising ecosystem is more robust and dynamic than it’s ever been. But with richness comes complexity. Understanding each of the display ad buying paths and the mechanics behind serving a display ad can help demystify this process.
Increased purchasing power, improved telecommunications infrastructure and lower prices have created an environment highly conducive to the growth of internet penetration in Brazil. But broadband in the home is still not widespread. Instead, mobile internet use will far outstrip fixed broadband in the near term, as phones provide residents with their primary means of getting online.
Mobile payments have the potential to generate big money. But a rapidly expanding ecosystem of competing digital wallet providers and payment technologies combined with security concerns present adoption barriers for consumers and merchants alike.
Digital resources have upended the once linear path-to-purchase model for consumer electronics shoppers, who now rely on tools such as videos and reviews during the extensive research phase of the buying process.
Internet users in China are voracious consumers of online video. In fact, watching video is the No. 1 online activity in the country when measured by time spent. This report examines who watches online video content in China, what they’re watching, where and how they’re accessing it, and the implications of its popularity for multinational marketers.
Between 2012 and 2016, digital ad spending will grow from $37.31 billion to $55.25 billion. US digital ad spending will account for more than one-fifth of total media ad spending in the US this year. By 2016, it will make up more than one-third of the total.
Latin America has shown better economic growth than more-developed regions around the world, and digital user numbers are rising commensurately. Advertisers in several markets across the region now have the chance to hone their skills across a growing range of old and new media platforms, particularly on social networks.
In the world's most advanced advertising market, TV is still the top medium, but engagement with digital platforms and alternative forms of content is surging ahead. The next few years should bring an unprecedented boom in mobile ad spending, with North America emerging as the first region to see widespread use of advertising designed across multiple devices.
The Middle East and Africa remains relatively embryonic in advertising and marketing terms. This is partly because most countries in the region register far lower penetration of most media platforms than elsewhere in the world. Yet venturing into a young, fast-growing ad industry can provide major payoffs, including the chance for savvy brands to seize a first-mover advantage and make a big splash among early adopters.
Eastern Europe has suffered from the financial turmoil in the eurozone, with an economic slowdown coming at a bad time for the advertising sector. Digital advertising in particular has still not achieved critical mass in several countries. Until the economy improves, many advertisers will find it hard to justify shifting large portions of their ad spending to online or mobile formats.
The big story in 2012 for Western Europe has been the eurozone crisis, which has consequences for every business and consumer in the region. Yet the digital economy has grown robustly, and the region boasts even higher mobile penetration than North America.
Despite rapid progress in the region, media usage is still wildly uneven, even within individual countries. Yet Asia-Pacific is still posting impressive increases in GDP and consumer living standards. With ever-larger audiences for digital media, this is a win-win for marketers, but they will need to up their games as regional consumers become more discriminating.
As digital channels continue to transform the global advertising landscape, and tight budgets are the norm, it is vital for marketers to keep up with evolving patterns of ad spending, media penetration and consumption in key markets around the world. This Global Media Intelligence report offers advertisers and agencies a broad spectrum of reliable data to underpin the planning and delivery of their marketing communications.
There’s much more than meets the eye when it comes to online travel sales in the BRIC countries. Though these markets are often lumped together, they each have unique stories defining their digital future.
Robust sales of tablets and other connected devices represent an opportunity for newspaper and magazine publishers to grow their electronic media businesses. However, monetization of this content remains a challenge.
eMarketer Global Top Picks highlights some of the global marketing coverage eMarketer featured in the last month. This month’s issue features a report on digital spending in Mexico, an interview with a top-spending marketer in that country and a report on worldwide B2C ecommerce.
Luxury marketers, once concerned that mobile apps would make their brands seem less exclusive, are now creating some of the most innovative and elegant mobile marketing programs. These efforts are attracting affluent consumers, who are among the most likely owners of smartphones and tablets.
Top Picks summarizes some of the most noteworthy material eMarketer issued in the past month, including reports, charts and interviews. This issue of Top Picks discusses the intersection of social media and TV and points to timely upcoming reports.
Beer, wine and spirits marketers are using social platforms to engage consumers and drive sales. What they’ve learned about the opportunities and limitations of social media holds lessons for other consumer products sectors and for marketers of all stripes looking to engage consumers on social platforms.
Today’s dads feel they have reinvented the role. But dads’ perception of how involved they are in domestic tasks is at odds with reality. Nonetheless, dads feel advertisers fail to depict them as the highly engaged parents they believe they are today. Their digital usage reflects both their new responsibilities and an effort to hang on to some of their pre-dad life.
US online holiday sales will reach $54.5 billion in 2012, up 16.8% over 2011. This will be the fourth straight year of strong online sales growth since holiday ecommerce sales plunged in 2008 amidst the Great Recession. Mobile shopping and online deal hunting will be major contributors to holiday ecommerce success.
Increasing ad campaign sophistication and the arrival of large traditional media advertisers to the digital arena are energizing digital advertising in Mexico as brands try to catch up to an online population readying for ecommerce and online banking.
This year, 908.9 million online buyers worldwide will spend a total of $1.09 trillion shopping online. The US remains the largest and most mature ecommerce market, although the number of online buyers in China will increase rapidly through 2016.
By next year, more than half of all mobile users in the US will own a smartphone. Rapid smartphone adoption has led to growth in mobile social network and Facebook users, as well as shifts in smartphone users among the major operating systems.
International Top Picks highlights some of the global marketing coverage eMarketer featured in the last month. This month’s issue features a report that puts in context mobile user statistics from around the world, including places like Indonesia, where mobile connections exceed the population.
Consumers turn to digital media when they want to share food and drink experiences, and it’s also where they look for meal inspiration and solutions from people like themselves. Brands that want to connect with users on a more human scale can leverage this naturally occurring behavior.
Top Picks summarizes some of the most noteworthy material eMarketer issued in the past month, including reports, charts and interviews. This issue of Top Picks highlights a midyear report on US social network users and a report on how marketers can sidestep the perils of showrooming.
As consumer usage of social TV rises, the TV networks are moving beyond using social media for promotional purposes and are creating deep advertiser integration opportunities that go well beyond buying a 30-second spot.
One in four US college students own a tablet and by years’ end nearly 70% of college mobile phone users will own smartphones. Brands that connect with undergrads via mobile and follow a “don’t text me, bro!” approach will earn top marks with the college crowd.
Facebook’s new Timeline layout and advertising options give marketers and brands new ways to connect with users on the site. But as Facebook grows, the relationship it has with companies is also evolving.
The number of mobile phone users worldwide will continue to grow through 2016, and smartphone users, in particular, are on the rise. This year, there will be 950 million smartphone users around the world, reaching 1.94 billion by 2015.
Nearly half of the US population will use social networks this year. There will be more female than male social network, Facebook and Twitter users through 2014, and the number of mobile social network and mobile Facebook users will grow faster than expected.
Though email increasingly competes with other digital channels for consumers’ time and attention, research suggests it continues to be an effective tool for marketers.
More than half of smartphone owners have used their device for showrooming, a practice that is helping online pure plays like Amazon at the expense of big box retailers such as Target and Best Buy. Instead of trying to combat showrooming, progressive retailers are focused on winning customer loyalty by providing exceptional shopping experiences.
The ebook industry is undergoing rapid expansion thanks to increased device sales, healthy consumer adoption and growing content availability. However, disputes over ebook pricing and library lending are threatening to put a damper on this success.
Despite increases in social network penetration and smartphone ownership, baby boomers (especially older boomers) tend to lag behind younger adults in digital usage. The internet and mobile activity simply don’t occupy as big a role in the lives of these consumers.
Smartphones are serving as pocket-sized concierges during the entire travel experience. Consumers’ attachment to these devices is shaping the future of travel marketing.
Brands need search—and not just paid search ads and higher organic rankings. They need the search data that can give them unique insight into the interests, intents and perceptions of both their audience and their competition. Resistance from traditional marketing executives—who incorrectly perceive search as a direct response tool—may get in the way, though.
Conditions are ripe for retailers to drive sales and inspire loyalty with location-based marketing tactics. Use of location information services is on the rise with mobile consumers, and geosocial networks are shifting their focus from check-ins to commerce.
Top Picks summarizes some of the most noteworthy material eMarketer issued in the past month, including reports, articles, charts and interviews. This issue of Top Picks showcases a mid-year report on the digital landscape, plus reports, interviews and charts about mobile marketing.
Beyond politics and social activism, social network users in Mexico are seeking conversations with and about their favorite brands. Social networking is expanding faster than internet adoption and marketers will be challenged to keep up with Mexico’s fast growing social media population as users raise the bar on B2C conversations.
Four giants—Amazon, Apple, Facebook and Google—influence nearly every aspect of the digital experience, for consumers and marketers alike. Their battle for dominance is reshaping everything from devices to advertising to commerce.
Brands are ramping up mobile barcode use, but consumers aren’t buying in. The core of the problem may not be the technology but a failure to communicate. Consumers want coupons. Marketers are reluctant to use mobile barcodes for discounting.
Negative buzz on social media is a growing issue for marketers, as people increasingly voice brand-focused complaints online. Companies can handle unhappy customers, employees and detractors encountered on social sites by preparing a strategy for addressing the most common scenarios.
Growth in the number of online coupon users will be slow during the next few years. Mobile couponing, though still in an early stage, will see strong user gains through 2014, driven by smartphone usage.
Digital ad spending in the US is on the rise. Between 2011 and 2016, investment in online and mobile initiatives will grow from $32 billion to $62 billion at a compound annual rate of 14.1%. Online and mobile advertisers will continue to make use of tried-and-true formats such as paid search, banner ads and sponsorships. At the same time, they will experiment further with newer display types and tools, including rich media, video, social network ads and behavioral targeting.
Combined digital advertising spending by the US media and entertainment industries will grow from $2.56 billion in 2011 to $4.34 billion in 2016, as increased digital consumption of news and entertainment content spurs marketers to beef-up online and mobile campaigns.
The games may still be mostly on TV, but for today’s sports enthusiasts, much of the total fan experience is lived through digital channels, creating opportunities for brands to reach fans there.
Top Picks summarizes some of the most noteworthy material eMarketer issued in the past month, including reports, articles, charts and interviews. This issue of Top Picks highlights recent industry coverage, particularly reports that discuss the travel sector.
As London gears up to host the 2012 Olympics, marketing by official sponsors of the Games is building rapidly. Many other brands also aim to capitalize on the event’s huge audience and vibrant atmosphere. One result is already certain: Digital will be a star performer.
Ignited by Facebook’s $1 billion acquisition of photo-sharing service Instagram, the mobile app space is hotter than ever. But with well over 1 million apps available across different smart device platforms, standing out in the crowd can be tough, even for the strongest brands.
Buy online, pick up in-store services are a huge success with online shoppers. Yet many retailers have been slow to offer them. That is changing as retailers seek ways to leverage their greatest asset—physical stores—to compete against Amazon. Retailers are rising to the occasion by launching innovative store pickup programs.
While rewards programs can be a useful customer retention strategy, the online customer experience is also an important driver of loyalty and can be enhanced by social media.
Facebook’s ad business struggled in early 2012, but the self-serve/automated side, dubbed “Marketplace,” is still going strong and attracting more major marketers. What are Marketplace advertisers doing right and how are ad-technology companies helping to make Facebook ads more effective?
Facebook and Twitter have leveraged their leadership in social networking into powerful platforms for news, video, photo, music and gaming content. Companies that promote their content through Facebook and Twitter are finding increases in audience levels, engagement and other metrics.
Digital ad spending by the US pharmaceutical and healthcare industry will rise from $1.28 billion in 2011 to $2.48 billion in 2016. Digital adoption will be tempered by regulatory uncertainty and profit pressure from expiring patents.
Tablet shoppers are valuable customers, spending more per purchase than their smartphone and PC counterparts. Retailers that see the explosive growth of tablet usage as an opportunity to cultivate “couch and pillow commerce” stand the best chance of winning the hearts and wallets of these avid shoppers.
Making digital video and TV advertising work together in integrated campaigns would greatly benefit brand marketers. But a number of forces could block or slow the process.
More than 880 million consumers in China will have a mobile phone by the end of this year, but mobile advertising has yet to blossom. Lack of infrastructure and marketer inexperience are holding back spending, but that may be about to change, and fast.
eMarketer forecasts that mobile gamers will lead US online gamers in both numbers and growth this year. Social gamers will follow mobile gamers in population gains and will remain high in number, though their rate of increase will slow after 2012.
Digital ad spending by the US leisure travel industry will grow from $2.56 billion in 2011 to $5.58 billion in 2016. An increasingly complex search marketing environment, new mobile opportunities and suppliers’ continued push for direct distribution will contribute to rising investment.
Mass adoption of social media concurrent with the recession influenced a shift in travel consumer sentiment. Today, travel marketers are engaging this changing customer base to gather primary market research that shapes their social strategy.
Two-thirds of consumers in Canada will own a mobile phone this year, and 38% of that group will have a smartphone. eMarketer estimates advertisers will spend over $137 million to reach this group, a number set to increase nearly fivefold by 2016.
UK B2C ecommerce sales will reach $124.76 billion in 2012, eMarketer estimates, and $183.47 billion in 2016. Growth will be fuelled by a rising number of online purchasers and higher spending by existing buyers, as well as new mobile-buying habits.
Top Picks summarizes some of the most noteworthy material eMarketer issued in the past month, including reports, articles, charts and interviews. This issue of Top Picks also highlights some of the reports and interviews that will be published in the next few weeks.
Smartphones and tablets are efficiency tools for business professionals. These mobile devices are playing an increasingly important role in the B2B purchase process.
As companies work to improve social media marketing, brand advocates who are recommending products and services on social networks remain an important focus. By understanding brand advocates’ characteristics and activities, marketers can take advantage of this group and scale word-of-mouth.
This year, nearly half of the US population will use social networks. Facebook is still the top destination, although its user growth is slowing. Twitter is gaining users more rapidly but remains a small player in the US.