Most US firms use digital content marketing. But adoption is slightly higher among business-to-business (B2B) companies, where content marketing is crucial for driving leads and awareness.
While adoption of multichannel attribution models is increasing, the growth rate has slowed. eMarketer lowered its 2018 multichannel attribution adoption estimates from 62.0% to 54.0%.
According to a new study of US publishing executives, programmatic is leading people to worry more about downward pressures on CPMs than tech taxes or latency.
In the latest episode of "Behind the Numbers," analyst Victoria Petrock explains why voice-activated technology is poised to change the healthcare industry. How do consumers feel about the technology? And how is the industry currently putting it to use?
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How does the average person in China use digital? In the latest episode of "Behind the Numbers," eMarketer's Man-Chung Cheung and Shelleen Shum dig into data about internet use, mobile, time spent with media and more.
Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines of the past seven days. This week, we're chatting about high-profile hacks, the race for more impenetrable encryption, and media with aroma.
Gating content and offers can provide marketers with valuable data for lead generation. However, asking for too much information can turn users off from a brand.