FRIDAY, FEBRUARY 03

Online Ad Spending Consolidates Among Search, Banners, Video

A new eMarketer forecast projects continued consolidation of the US online ad market among three main formats: search, banners and video. The first two of these formats are already mature, while the third still gets relatively few ad dollars but is growing quickly. Full Article

Integrating Cross-Media Measurement to Build Multichannel Marketing Strategies

Doug Brooks, global executive vice president of Marketing Management Analytics, spoke with eMarketer’s Lauren Fisher about current trends and challenges associated with multichannel marketing measurement. Full Article

Marketers in India Turn to Social Media and Email

In light of recent legislation limiting the number of unsolicited marketing text messages sent in India, more marketers expect to turn to email and social media to reach their customers in 2012. Website development and search marketing will also gain investment. Full Article

THURSDAY, FEBRUARY 02

Millennials Look to Digital Word-of-Mouth to Drive Purchase Process

In a few years, millennials will comprise a significant portion of US purchase decision-makers. To cater to this young audience that is so heavily influenced by digital word-of-mouth, brands must learn how to capitalize on and incorporate user-generated content into their total marketing mix. Full Article

Consumers Turn to Social Media for Presidential Campaign Info

Consumers rely on online news sites for campaign updates, but use Twitter heavily to post opinions and observations. Candidates’ ad agencies invest most on Facebook. Full Article

Facebook Solidifies Lead in Spain

Social network penetration increased to 75% in Spain in 2011, a 7-percentage-point jump over 2010. Facebook is the first choice for most users, followed by YouTube, local social network Tuenti and new entrant Twitter. Full Article

WEDNESDAY, FEBRUARY 01

Women’s Influence on Purchase Decisions on the Rise

Social networks and online ratings and reviews have amplified women’s voices online. Nearly half of all female internet users in the US say they influence others about products or services. Full Article

Reaching the Affluent Market Online

A new eMarketer report sizes the affluent market, examines its digital habits and explores how some marketers are trying to reach this group online. With high digital media usage and device ownership, well-off consumers may not be as elusive online as commonly thought. Full Article

TUESDAY, JANUARY 31

Google Remains King as Search Spending Climbs

eMarketer estimates US search ad spending will continue on a strong upward trajectory this year, supported by a major election season as well as the Olympics. As growth rates overall taper off in the next few years, revenues will become more and more concentrated at the top search properties—especially Google and Microsoft. Full Article

Twitter, LinkedIn to See Solid Ad Revenue Growth

According to an eMarketer forecast, the days of ad revenues more than doubling each year at social media sites may be over, but strong double-digit growth will continue for the next several years. For both LinkedIn and Twitter specifically, a majority of revenues come from the US, but LinkedIn’s ad revenue sources are more diverse than those of Twitter. Full Article

MONDAY, JANUARY 30

Marketers Value Social Media for Both Branding and Customer Acquisition

Most marketers feel that social media benefits their business, including by growing brand awareness and engaging in dialogue with customers. Additionally, they are taking a deeper look at the value of a Facebook fan or “like.” Full Article

Brands Continue Limited Mobile Site Offerings

Smartphone usage is quickly becoming more the norm than the exception, and consumers expect anytime, anywhere access to websites—including brand and retail offerings. But many marketers are still offering only limited functionality and options on mobile-optimized websites and marketing materials. Full Article

FRIDAY, JANUARY 27

Free Apps Win Out Over Paid Downloads

With consumers showing a strong preference for free mobile app downloads, in-app purchases could prove a promising revenue stream. Freemium models may play a prominent role in the market going forward, but require strong user engagement to work. Full Article

One Size Does Not Fit All for Lonely Planet's Social Media Content

Andy Murdock, Lonely Planet’s US digital editor, spoke with eMarketer about the travel guidebook and digital media publisher’s approach to curating content for each social media channel the company uses. Full Article

THURSDAY, JANUARY 26

US Mobile Ad Spending Soars Past Expectations

A new eMarketer forecast estimates mobile ad spending in the US will reach $2.61 billion this year and nearly $11 billion by 2016, as video, banner and search spending surge. Full Article

Social Sign-On Is Consumers’ Choice

Many online shoppers may never see the convenience of browsing a Facebook-based storefront, but other levels of social integration with commerce can solve a real problem: overcome shoppers’ reluctance to share the same personal information over and over again with many parties. Full Article

WEDNESDAY, JANUARY 25

B2B Decision-Makers Diversify Digital Research

Most business-to-business companies already recognize the importance of maintaining a search presence to capitalize on business decision-makers’ propensity to go online to find information. But in addition to search, B2B influencers also turn to social media, video sites and mobile devices to research purchase decisions. Full Article

Internet Users in Brazil Eager to Buy Online

Encouraged by economic growth, increased private consumption, improved security and diversified payment options, consumers in Brazil are quickly taking to ecommerce. This year will see more than a third of all internet users in the country buy online, and total sales will approach $19 billion. Full Article

TUESDAY, JANUARY 24

How Marketers Can Manage the Privacy Problem

A new eMarketer report explores the issues around digital data privacy, including how concerns on the part of consumers and the government may continue to affect marketers going forward. What can advertisers and other players in the digital marketing landscape do to assuage concerns before they get bigger? Full Article

Browsers Beat Out Apps for M-Commerce

Despite the proliferation of branded mobile shopping applications, consumers exhibit a strong preference for shopping via mobile browser. Only 4% prefer to shop using mobile apps. Full Article

MONDAY, JANUARY 23

Marketers Follow Users to More Social Sites

Facebook may be on top when it comes to consumer and marketer usage of social media, but smaller sites are growing in popularity. Marketers are following consumers to the new places where they socialize, like Tumblr. Full Article

Paid Search Clickthrough Rates Up Year Over Year

Paid search may have seen a slight decline in clickthrough rate from Q3 2011 to Q4 2011, but year-over-year metrics show a boost to clickthroughs. Average cost per click has decreased on Google and increased on Yahoo!/Bing, perhaps signaling increased competition on the No. 2 engine. Full Article

FRIDAY, JANUARY 20

Facebook Commerce Holds Promise for Retailers

A new eMarketer report explores the ways retailers are using Facebook to drive commerce, from social sign-in to offering a fully functional storefront directly on the social networking site. Depending on the brand and its goals, a variety of options may be appropriate at converting consumers as they connect with each other in social spaces. Full Article

Social Media Reinvigorates Grey Healthcare Marketing

Maureen Maldari, president of Grey Healthy People, spoke with eMarketer about how digital and mobile can help reinvent the way consumers interact with health-related brands. Full Article

THURSDAY, JANUARY 19

US Online Ad Spend to Close in on $40 Billion

eMarketer estimates US online ad spending will reach nearly $40 billion in 2012, pushing it ahead of total spending on print newspapers and magazines. National elections will give advertising a boost this year, and more large advertisers becoming comfortable with putting a greater share of dollars online will help its growth rate stay well above 20%. Full Article

‘Downturn Shoppers’ Look to Digital for Savings

The recession may have ended in the US in December 2009, but hard economic times drag on. Consumers are increasingly researching bargains online and doing comparison shopping in-store via smartphones to save money. Full Article

WEDNESDAY, JANUARY 18

Brand Advertising Outshines Direct Response in Digital

As more marketers embrace online brand advertising through mobile, social and online video, many are shifting resources away from direct-response tactics. Online brand advertising is poised to outgrow direct response in 2012. Full Article

Social Media Accounts and Conversations on the Rise

Companies often own and manage many social media accounts across several different social networks. But as interactions with customers increase and take place on more platforms, how are social media managers handling the influx of conversations? Full Article

TUESDAY, JANUARY 17

Curious Consumers Begin Scanning QR Codes

Most people may still not know what a QR code is called, but they do tend to know what they do. And half of smartphone users have scanned one—though most often out of pure curiosity. Full Article

Contextually Relevant Mobile Ads See Impressive Clickthrough Rates

Brand advertisers have long sought contextually relevant ad placements to maintain brand integrity and approximate their target audience through content interests. Not surprisingly, editorially aligned online display ads outperform their noncontextual counterparts—and on mobile, ad clickthrough rates can skyrocket. Full Article

FRIDAY, JANUARY 13

Kindle Fire Adds Fuel to Tablet Market Growth

Arriving just in time for the 2011 holiday shopping season, Amazon’s tablet device has pushed ahead of several tablet and ereader competitors. Early projections show 2012 Kindle Fire sales up 240% from its debut last year. Full Article

Balancing Paid, Owned and Earned Media a Must for Multichannel Marketers

Norm Johnston, global digital leader at advertising and marketing services agency Mindshare Worldwide, spoke with eMarketer about the importance of looking beyond media devices and advertising channels when crafting a multichannel campaign. Full Article

THURSDAY, JANUARY 12

Mobile Video Provides Biggest Growth for Ad Support

As smartphones help more people consume mobile content on the go, including video, music and games, more of that content will in turn be ad-supported. eMarketer estimates that advertiser dollars to support consumption of mobile video will grow most quickly, while gaming will see the highest share of its total revenues coming from ads. Full Article

Families See Digital Devices Aid Connection

Many kids in the US are plugged in to a variety of digital devices for hours each day—sometimes to their parents’ chagrin. At the same time, however, adults admit that digital media is vital to family togetherness. Full Article

WEDNESDAY, JANUARY 11

Opportunities Abound as Ad Support Increases Role in Mobile Content Delivery

eMarketer estimates that while paid downloads and subscriptions will still account for the majority of revenues for mobile video, music and games through 2015, the share of content supported by advertising will grow significantly—and that means more chances for marketers to connect with consumers by providing something of value. Full Article

Smaller Social Sites See Significant Boost in Usage

Larger social sites like Facebook and Twitter continue to reign, but smaller social networks, such as Tumblr and Pinterest, are seeing huge increases in users and time spent on the sites. As these sites gain popularity and attract buzz from consumers and the media, the social landscape will shift. Full Article

TUESDAY, JANUARY 10

Most Consumers Still Don’t Talk About Brands on Social Sites

Despite a groundswell of social word-of-mouth and marketer efforts to capitalize on its potential, the majority of Facebook and Twitter users have not commented about a brand or company on these social media sites. Most consumers still rely on offline methods, such as word-of-mouth, and non-social online options, including online advertising, to learn about new brands, products and services. Full Article

Advanced Use of Mobile for Retail Remains on the Horizon

Retailers may be getting on board with apps that have basic ecommerce and store locator features, but mobile initiatives like self-checkout via phone or even putting tablets into the hands of store associates are just barely on the radar. Full Article

MONDAY, JANUARY 09

Do Social Media Postings Always Require a Brand Response?

When consumers post questions or comments on social sites, they expect a response from the company they’re discussing—although many are understanding in the face of silence. There are some situations where brands might want to keep mum and let other advocates step in on their behalf, but they may be leaving too many conversations hanging. Full Article

Are Email Marketers Overconfident in Their Segmenting Abilities?

The majority of email marketers worldwide recognize the importance of audience segmentation and targeting. Though most believe they are doing a satisfactory job, the vast majority realize they are not using customer data to its full potential. Full Article

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