Marketing Technology


eMarketer research analyst Man-Chung Cheung discusses the latest on the coronavirus pandemic in China. He explores the role of big data in managing the crisis, points out signs of a retail rebound and considers takeaways for the US and Europe.

In a recent Acxiom survey across eight industries, 91% of businesses agreed that partners are imperative to getting the most out of first-, second- and third-party data. But more than half also admit that combining this data for more relevant marketing is difficult.

Takeaways from NRF 2020

eMarketer principal analyst Andrew Lipsman and executive editor of the eMarketer Retail Newsletter Rimma Kats share firsthand accounts of the National Retail Federation’s annual trade show, focusing on retail personalization, returns, sustainability and more.

For Meal Subscription Service Freshly, Evolving Lifestyles and a Flood of Customer Data Are Helping Bolster Growth

Consumers are constantly in search of convenience, particularly in the form of timesaving. In the past 12 months, numerous direct-to-consumer (D2C) meal plan services have emerged, offering consumers an alternative solution to home cooking without paying a dreaded visit to the grocery store—or spending time trying to figure out a recipe.

Location-Based Advertising Is Becoming More Costly

Marketers have embraced location data for several reasons. It can help personalize experiences for customers, better isolate customer paths to purchase, create better customer segments, and identify opportune moments to target potential clients. But new restrictions on collecting location data will make it more costly for advertisers in 2020.

Among the 250 retailers Sailthru evaluated in its Retail Personalization Index, 51% have messaging preference centers, but most offer just two options: all or nothing. Just 35% go more granular, allowing consumers to select their preferred messaging frequency and type.

The transformation of technology and systems has given rise to a whole new host of responsibilities for B2B Tech CMOs, but most will tell you that the future of the role is focused on providing a holistic customer experience to ensure growth and loyalty.

Personalization Is Not a Motivating Factor For People to Share Their Information

While conventional marketing thinking says that customers prefer personalized marketing experiences and are willing to share more personal data to get that, but new research shows that it may not.

While 54% of brands in Sailthru’s annual Retail Personalization Index have an app, most lack strong mobile personalization. The average brand earned just 5.5 of the available 20 points in the mobile category, while the top 10 ranked retailers scored much higher with an average of 17 points.

Just 16% of the 250 retailers in Sailthru’s annual Retail Personalization Index said they use customers’ digital data to personalize their in-store experience, mostly through mobile devices. And that number is 100% among the top 10 retailers.

Increased regulation, consumer awareness and media frenzy have led to a perception that data may in fact be bad for us. Consider some consumers who are concerned that voice-controlled assistant technologies listen to their every word. Acxiom CMO Jed Mole explains the realities of data today and the benefits of finding balance.

Consumers Warm Up to Facial Recognition to Keep Them Safe, but for Marketing and Advertising, No Thanks

As facial recognition systems become increasingly accurate, more governments and law enforcement organizations are tapping them to verify people’s identities, nab criminals and keep transactions secure.

Adobe senior strategic development manager Chris Duffey spoke with eMarketer on his insights and predictions for this year about CES 2020.

China Advertising Year in Review: Trends from 2019 that Are Here to Stay

China has proven to be a hotbed for digital innovations, especially in the past few years. During this time, marketers worldwide have observed the latest trends coming out of the country, applying what they learn to their own markets.

Why Email Is (Unfortunately) Going Nowhere

eMarketer principal analysts Nicole Perrin and Jillian Ryan explain how email is changing in usage, measurement and personalization. They also discuss Netflix Q3 earnings, how companies struggle to top Google's search results and what matters to consumers when buying a new smartphone.

The Weekly Listen: EU Orders Facebook to Delete Content and Are Our Phones Listening to Us?

eMarketer principal analysts Mark Dolliver and Nicole Perrin, along with junior analyst Blake Droesch, discuss the latest EU ruling against Facebook, whether our phones are listening to us, Uber’s new jobs app and more.

The Weekly Listen: Is My TV Watching Me?; CCPA Update

eMarketer principal analysts Mark Dolliver and Nicole Perrin join vice president of content studio Paul Verna to discuss the upcoming California Consumer Privacy Act, as well as how your TV might be watching you, this year’s Emmys, Google’s recent privacy changes and more.

eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Devon DeBlasio, product marketing director at Neustar. He discussed how to build a predictive and effective audience segmentation strategy for the modern omnichannel journey.

eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Jason Grunberg, vice president of marketing at Sailthru. He talked about the leaders of the Index, like Sephora, Nordstrom, DSW, Rent the Runway and others, and offer tips on executing strong personalization experiences.

Marketers have long grappled with how to best leverage the data they’ve collected. It’s certainly a challenge as data fuels nearly all of their marketing efforts—including personalization, audience segmentation and targeting.