Advertising & Marketing


It’s not easy to be a nimble marketer in today’s ever-expanding, increasingly real-time digital world. But a growing number of brands and agencies are able to make decisions about customers, products and markets more quickly and thoughtfully by revising and updating their approaches to processes, technology, people and partnerships.

Matt Preschern, HCL’s executive vice president and CMO, has spent close to two years transforming the company’s marketing organization to help it effectively compete under the market dynamics of an increasingly digital world. Preschern spoke with eMarketer about how he is changing HCL’s marketing team structure and its approach to hiring in support of his transformation efforts.

Like many consumers in emerging markets, Vietnam’s younger generation is the most likely demographic to be engaged with digital. Richard Burrage, managing partner of Vietnam-based market research firm Cimigo, spoke with eMarketer about behavior across age groups in the country, and how to best reach the young consumers.

A typical business-to-business (B2B) brand now has a staggering amount of data in its arsenal, and the marketing department’s goal is to use that data to deliver more effective results than ever before. Enter predictive marketing, which uses machine learning to deliver more accurate insights across the funnel to encourage sales from existing and new customers.

Now that more marketers are taking technology into their own hands, it’s crucial that they stay up to date on the ever-expanding space. eMarketer’s Bryan Yeager spoke with Scott Brinker, co-founder and chief technology officer at interactive content software provider ion interactive and editor of the Chief Marketing Technologist blog, to get his latest take on what’s new and what’s changing in marketing technology.

No one issue takes precedence in Canada when it comes to challenges facing the advertising industry, according to November 2015 research. Agency professionals are split on their primary struggle.

Marketing technology is a key area of focus for marketing managers in 2016, according to research. As managers think about where to spend their budgets on such technology tools this year, business intelligence reporting, marketing automation and customer interaction products are likely to see more investment.

Research suggests that marketers in India already see mobile as a key part of their efforts, even if spending is still relatively low.

Nearly 90% of advertisers say it’s important to keep control of their marketing data—and many fear automation undermines that.

Best practices can help businesses run more efficiently, but sometimes identifying and integrating them internally is challenging, according to December 2015 research.

The growing complexity of marketing technology is forcing many client-side marketers to rely on agency partners like never before. Research shows that many clients are retaining more agency partners than in years past, relying on them to fill gaps related to a variety of strategic initiatives well beyond their traditional areas of expertise.

Over 80% of marketers in Canada said they conducted social media engagement activities in February 2016, making it the leading digital marketing activity. And they’re convinced content marketing will be one of the most important over the course of this year.

Senior-level digital agency professionals plan to make several business changes in 2016. According to a survey from Kentico Software and Millward Brown, many are looking to invest more money in software and hardware.

Nearly half of US creative professionals say the creative process could be more effective, according to February 2016 research. Just 2% of respondents said it was already perfect.

Client-side marketers in Southeast Asia are dissatisfied with their current marketing efforts. A perceived lack of agency capabilities in the areas of PR, creative and digital, as well as gaps in media audience measurement, are reported as key shortcomings.

Digital ad spending will surpass TV next year, eMarketer estimates. And according to February 2016 research, US ad agency professionals say their clients are interested in digital advertising more than last year.

Since eMarketer last spoke with Rishi Dave, CMO of Dun & Bradstreet, the business information services company had honed its utilization of marketing technology to help achieve its business goals. eMarketer checked in with Dave to discuss what is in store for 2016, and how Dun & Bradstreet maximizes its return on investment (ROI) from marketing technology.

The use of data management platforms (DMPs) among industry professionals continues to grow. Yet, those same marketers are skeptical of DMPs' ability to deliver on expectations and business goals, according to research.

Mobile is the most likely digital channel to see an increase in budget among marketers in Canada, according to research from December 2015. The same channel will also enjoy the largest planned increases in spending.

Understanding consumers and delivering an engaging experience is important to marketers, especially those that want to boost brand perception. According to October 2015 research, improving the customer experience is what primarily keeps CMOs and marketing leaders up at night.