Advertising & Marketing


Stephanie Linnartz, global chief commercial officer at Marriott International, spoke with eMarketer about how the organization keeps marketing moving forward by looking outward to other industries and ahead to emerging trends.

It’s no secret that millennials have high standards for customer experience, especially as companies like Amazon and Starbucks continue to raise the bar. The hospitality space is no exception, and industry veteran Hilton Worldwide has had to transform its business in numerous ways to keep up and thrive. Mark Weinstein, Hilton’s senior vice president of customer experience, engagement, loyalty and partnerships, spoke with eMarketer’s Maria Minsker about how the company tackles change by thinking like a millennial.

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

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.

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.

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.

Nearly two-thirds of digital marketing decision-makers say advertisers in the country will cut allocations to Google and shift digital budgets elsewhere.

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

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

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.

Feeling fuzzy on the latest progress on the cross-device targeting front or hoping to get a pulse on what's in store for 2017? This webinar can help. Join eMarketer's Lauren Fisher for her annual look at the changing capabilities and technologies in cross-screen targeting, including:

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.

Is your business ready for 2017? How much do you really know about the key challenges that you’ll face next year? Join us for a special webinar where we discuss the key trends we expect to happen—and not happen—in the coming year. This is our seventh annual “Key Trends” webinar, and it promises to be a free-wheeling, data-packed conversation that will cover: millennials and ad blocking; AI; mobile app usage; live video; the emergence of Gen Z and much more!

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.