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Archive for November, 2011

eMarketer Webinar: B2B Lead Generation—Using Content to Acquire New Customers

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To listen and watch playback of the webinar, B2B Lead Generation—Using Content to Acquire New Customers, click here. You can view the PowerPoint deck below.

View more presentations from eMarketer.

Key takeaways include:

  • How marketers can effectively use content marketing to generate and nurture B2B leads
  • Formats and topics best suited for B2B content marketing and factors to consider when crafting a strategy
  • Examples of how marketers are using content marketing effectively

About Lauren Fisher

Lauren Fisher covers online marketing and advertising for eMarketer. She writes on topics including search marketing, display advertising, measurement, privacy and B2B.

Sponsored by Marketo.

Posted on November 30, 2011.    

November 23, 2011: eMarketer in the News

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Here are a few of the top stories in which eMarketer data and analysis were featured during the past week or so:

The Wall Street Journal – ‘Cyber Monday’ Gains Rivals
“Christmas creep” is spreading through the Internet. In recent years, Web retailers made hay out of “Cyber Monday,” realizing many office workers shopped from their desks right after the Thanksgiving holiday. Read more.

The New York Times – Google’s Mobile Stars Fall on Alabama
And eMarketer predicts that marketers will spend $4.4 billion on mobile advertising by 2015, compared with $1.2 billion projected for this year. Read more.

The Financial Times – Free shipping erodes US retailers’ profits
Free shipping for online purchases is eroding the profitability of US retailers as they are compelled to offer the service – pioneered by Amazon – by fierce competition for the dollars of seasonal shoppers. Read more.

Reuters – Retailers adapt as mobile holiday shopping booms
When it comes to holiday shopping, more people are phoning it in, forcing retailers to embrace new ways to connect or else lose sales. Read more.

Bloomberg BusinessWeek – Draper Fisher Jurvetson Sees More Digital Ad Opportunities
Draper Fisher Jurvetson, the venture-capital firm that invested in AdMob, an online ad network later bought by Google Inc., continues to pour funds into new advertising startups, said Mark Bailey, a venture partner at the company. Read more.

Forbes – Facebook’s New Advertising Model: You
Facebook Chief Executive Mark Zuckerberg doesn’t talk much about his company’s advertising business, even when it invents new kinds of ads that could disrupt a chunk of the $500 billion influence industry. Read more.

NBC – Moms Take Over Blogosphere
From dates in the park and having dinner on the table to bringing in much-needed family income, mothers are a force in the household and now beyond. Part of that impact stems from the popularity of mommy blogs. Read more.

PaidContent – New Stats Show Tablet Gender Gap Shrinking
More women are using tablets as the devices become more popular, according to new stats from eMarketer, but men aren’t making it up on the e-reader side: The company forecasts that women will continue to make up the majority of e-reader users through 2014. Read more.

TechCrunch – Estimate: 90 Million U.S. Tablet Users By 2014; iPads Drop To 68% Share
By the end of the year, there will be an estimated 34 million tablet computer users in the U.S., according to new numbers out today from eMarketer. Of those, 28 million (or 83 percent) will be using an iPad. Read more.

AdWeek – Could Music Breathe Life Into Google+?
For the past few weeks, the “Google+ is a ghost town” meme has haunted the new social networking site. But maybe the search giant has finally found the hook to draw eyeballs to its floundering Facebook alternative: free music. Read more.

Posted on November 23, 2011.    

eMarketer Webinar: Perspectives on Digital Privacy—Marketers, Consumers, Feds

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To listen and watch playback of the webinar, Perspectives on Digital Privacy—Marketers, Consumers, Feds, click here. You can view the PowerPoint deck below.

View more presentations from eMarketer.

Key takeaways include:

  • The main issues involving digital privacy
  • Consumer behavior and attitudes
  • An understanding of potential government actions
  • What the ad industry is doing to help avoid regulation and promote transparency

About David Hallerman

David Hallerman is eMarketer’s expert in US online advertising and marketing, covering email marketing, search and display advertising, internet ad targeting, online video advertising and ad spending across media. He is frequently quoted in top business publications and broadcast programs.

Sponsored by TRUSTe.

Posted on November 17, 2011.    

November 11, 2011: eMarketer in the News

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Here are a few of the top stories in which eMarketer data and analysis were featured during the past week or so:

The Financial Times – Yahoo, AOL and Microsoft in ad alliance
Yahoo, AOL and Microsoft have agreed to sell each others’ excess advertising inventory in the US in an attempt to stem the erosion in pricing that has hit the online display business with the rise of Google and Facebook. Read more.

The Wall Street Journal – Facebook’s Timeline for Success
After amassing 800 million users and obliterating most rivals, Facebook is still responding to innovations from rivals like Google+ and Twitter—and making changes that improve the site for users and advertisers. Such adaptability is good news for future Facebook shareholders. Read more.

The Wall Street Journal – Display of Weakness from Yahoo, AOL and Microsoft
eMarketer notes that Yahoo and AOL have lost share of online display ad sales every year since at least 2008. Yahoo’s share has dropped from 18.4% in 2008 to 13.1% this year. AOL’s share meanwhile has nearly halved in that time, from 7.6% to 4.2%. Microsoft has been flat: 5.2% in 2008, 4.9% this year. Read more.

The Associated Press – Celebrities paid thousands for endorsement tweets
Although, any sort of promotion on Twitter is short-lived. Research firm eMarketer estimates that only 11 percent of U.S. adult Internet users are on the micro-blogging site. And even though some celebs have faithful groups of followers, it can be hard to measure whether their tweets lead people to spend. Read more.

The Economist – Searching for a future
IF YAHOO! had its own personal profile on Facebook, its relationship status on the social network would read “It’s complicated”. Two months after booting out Carol Bartz, its chief executive, the internet giant is flirting with a number of investors and firms that would love to get their hands on some or all of its assets. Read more.

Agence France Presse – Yahoo!, Microsoft, AOL in ad deal
According to eMarketer, Yahoo!’s share of the US display ad market is expected to fall to 13.1 percent this year from 14.4 percent last year while Microsoft’s share will decline to 4.9 percent from 5.1 percent. Read more.

Bloomberg BusinessWeek – Twitter Marketing Executive Said to Depart After Brief Stint
Pam Kramer, a marketing vice president at Twitter Inc., has left the microblogging service, becoming the latest executive to depart under Chief Executive Officer Dick Costolo, two people familiar with the matter said. Read more.

Advertising Age – Ad Industry Group Issues Guidelines on Facebook ‘Like-gating’
Facebook is looking to grow its ad revenue, now projected to reach $7 billion in 2013, according to eMarketer, but its advertising ecosystem is still the frontier from a regulatory perspective. Now a new decision by the Better Business Bureau’s National Advertising Division should offer guidelines for advertisers to follow when looking to drive up “Likes” on their fan pages. Read more.

The Guardian – UK Facebook and Twitter users reject big brands’ marketing
Almost two-thirds of Britons do not want to be bothered by big-name brands on Facebook, Twitter and other social networks, according to a survey. Read more.

Reuters – Microsoft, AOL, Yahoo, strike ad alliance
Both Facebook and Google Inc are expected to increase their share of online display advertising in the United States in 2011 by 9.3 percent and 16.3 percent respectively, according to estimates from research firm eMarketer. Read more.

USA Today – Yahoo’s latest moves baffle some
Even as Yahoo rolls out a fresh batch of social and mobile products and services, its strategic moves continue to baffle investors and analysts alike. Read more.

MediaPost – Mobile Search To Comprise Nearly 22% Of Ad Spend
eMarketer estimates that U.S. marketers will invest almost $4.4 billion in mobile advertising by 2015, up from $1 billion this year. Local retailers continue to lead the trend, along with more sophisticated mobile devices. Read more.

For more of eMarketer’s recent news coverage, click here.

Posted on November 11, 2011.