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More than three-quarters of marketers plan to improve lead generation in 2021 

Jan 14, 2021

When asked about their priorities for the year in SEMRush’s “State of Content Marketing” report, the most popular answer, with 79% of marketers agreeing, was generating quality leads.

In this Meet the Analyst Webinar, eMarketer’s principal analyst Jeremy Goldman will discuss the shifts brands have made in customer experience throughout the pandemic, and what consumers will expect from brands in the long term as a result.

Advertiser demand for video impressions has always outstripped supply, but supply has gotten a big boost as consumers started adopting streaming video viewing in larger numbers—especially on CTV devices—and more of those impressions have been made available programmatically.

The eMarketer team deliberated extensively to select the 10 key digital trends to watch in 2021 from a list of 43. Which trends narrowly missed the cut? Here’s our first in a series of additional transformative developments that ought to be on your radar in the year ahead.

Not every marketer does influencer marketing, but a large majority do. In our first-ever forecast, we estimate that 67.9% of US marketers with 100 or more employees will use influencers for paid or unpaid brand partnerships in 2021.

Many social media platforms have started making measurable gains in social commerce, but according to a June 2020 Bizrate Insights survey conducted for eMarketer, there’s still a ways to go.

eMarketer principal analyst at Insider Intelligence Victoria Petrock discusses how to make marketing more accessible. She then talks about the most interesting takeaways from this year's Consumer Electronics Show (CES), how to make people feel more comfortable with facial recognition technology, and the significance of two driverless car developments.

Despite a challenging year for retail in 2020, we estimate that worldwide retail ecommerce sales posted a 27.6% growth rate for the year, with sales reaching well over $4 trillion. This represents a substantial uptick from our mid-pandemic assessment that global ecommerce would decelerate to 16.5% growth and demonstrates the remarkable extent to which consumers transitioned to ecommerce last year.

Connected TV (CTV) and other forms of OTT video were an advertising bright spot despite last year's recession. Alison Levin, vice president of global ad revenue and marketing solutions at Roku, joins eMarketer principal analyst Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom to discuss what advertisers want from CTV, how they're accessing OTT video inventory, and where ad-supported video-on-demand (AVOD) fits into the 2021 media ecosystem.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring Adobe's Ryan Fleisch, head of product marketing, Real-Time CDP, and Audience Manager. He will unpack the understanding and readiness level of advertisers and publishers for a cookieless future, the impact to their use cases, and their perception of the wider ecosystem.