Advertising & Marketing


Wade Allen, vice president of brand and digital innovation at restaurant chain Chili’s, spoke with eMarketer about the technological challenges of personalization.

Less than half of marketing executives worldwide consider themselves “fairly prepared” to meet digitally disruptive competition, according to data from IMD and Cisco.

In the latest edition of eMarketer’s “Behind the Numbers” podcast, we look at three powerful forces transforming virtually every aspect of the global media and marketing ecosystem: mobility, automation and ad avoidance.

Many retail marketers turn up their noses at new technology and plan to put more money into an old standby in 2017.

More marketers plan to increase their investment in data-driven marketing, according to recent surveys. Executives say tactics like cross-channel and cross-device marketing are helping to boost revenues.

Generating new business has always been a difficult job for ad agencies, but more agencies are finding it harder this year to find and secure new assignments.

The rise of digital has also meant, for most marketers, the rise of data. And according to research from August 2016, data is changing the way brands deal with agencies. Just about all client-side marketers rely on data at least sometimes to manage these relationships.

Marketers put more dollars behind their data-driven marketing efforts, and saw revenue gains from those efforts, between Q1 and Q2 2016 in the US. According to August research, this upward track is expected to continue into Q3.

In a constantly evolving digital landscape, it’s no wonder that US marketers want their department personnel to remain both informed and nimble. According to March research, almost seven in 10 feel the drive to innovate will likely impact their staffing decisions over the next two years.

Global hotel chain Marriott International has faced the same challenges as many other large brands over the past five years: rapid consumer adoption of digital and mobile platforms, heightened customer expectations, shortened marketing cycles and competition from digitally native upstarts. Andy Kauffman, vice president of digital at Marriott, spoke with eMarketer about his company’s transformation to meet the real-time, always-on demands of today’s digital world.

As advertisers shift to using fewer suppliers, they want closer collaboration and more agility from their agencies.

From Brexit to brand safety, UK marketers feel beset by largely external challenges.

At Xerox, marketers make use of nearly 100 technology tools to reach customers and prospects, and transform their experience of the brand. Duane Schulz, Xerox’s vice president of digital and demand marketing and technology, spoke with eMarketer’s Nicole Perrin about how he and his team manage their technology stack—and what strong adoption of marketing tech has meant for the organization.

Over 80% of advertising and marketing agencies in Germany enjoyed positive relations with their clients in the past few years, and a similar share of clients felt the same. But the need for speed, cost efficiency and specialist know-how are straining these bonds.

Automating workflows and obtaining sufficient budgets are important goals for marketers, but they're not as much of a priority as lead generation or driving web traffic.

With the endless possibilities that the digital landscape gives marketers by way of agility and innovation, it’s no wonder that perhaps more traditional companies are looking to safeguard themselves more and more. According to March 2016 research, almost all CMOs worldwide believe they’re prioritizing their defense against new competitors, particularly those that are nontraditional entrants to their industry.

Acquiring new customers is a major priority for most marketers. But in order to maximize the effectiveness of dollars allocated to acquisition efforts, marketers must place an emphasis on data, audience centricity and the lifetime value of customers.

Diversity and inclusiveness have become major issues in the advertising industry in recent years, both for audiences and within its own ranks. eMarketer spoke to God-is Rivera, associate director of social media at digital marketing and advertising agency VML, about how brands approach diversity and how social media can support that.

Dhanusha Sivajee, executive vice president of marketing at XO Group, talks about alignment and collaboration between the lifestage media company’s marketing and product teams, as well as the skills needed to work in a fast-paced environment.

Roughly half of US ad agency professionals said their clients are most interested in advertising on spot TV or spot cable—more than any other medium including digital, mobile, streaming video and radio, April 2016 research revealed.