Retailers and the consumer packaged goods (CPG) brands whose items fill their shelves don’t see completely eye to eye on the best way to get shoppers to see value in these products. The brands are more likely to look to maximizing marketing ROI—and research suggests magazines and display ads may be particularly efficient means to do so.

Generally, more US internet users prefer to purchase clothing, food, home goods and luxury items in-store than via other channels, including online, May 2016 research found.

Marketers have been teaming up with influencers for content creation and promotion, and these types of marketing campaigns have generated impressive results. According to December 2015 research, the beauty and fashion industry has also allocated a percentage of their budget to influencer marketing.

While traditional marketing is all about perfecting a brand’s external image, virtual reality marketing can give consumers an inside look into the heart of the brand. Products go through long journeys before they end up on a store shelf, and companies are eager to tell those stories. Rachel Harris, director of national brand activation at Beam Suntory, spoke with eMarketer about a recent behind-the-scenes virtual reality campaign at the spirits maker.

Consumers are increasingly turning to their mobile devices while they shop, whether to research products or see what other choices are out there. According to February 2016 research, a majority of US female beauty buyers use their device in-store to browse user reviews and look for the best price.

US consumer packaged goods (CPG) and consumer products advertisers will spend $5.97 billion on digital advertising in 2016, an 18.2% gain from 2015 that will see this sector account for 8.7% of total US digital ad spending for the year.

The vast majority of women in Japan who have a new baby or toddler buy baby items online at least sometimes—but according to 2015 research, they’re also still heavily reliant on offline purchase channels.

Millennials are more likely to be heavy cosmetics buyers than their older counterparts, according to November 2015 research. Higher incomes also pointed to heavier cosmetics purchasing.