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75 Results
Type:
Article
Industry: Advertising & Marketing
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    Publication Date: 2/13/2018
    Topics: Multichannel Marketing
    Geographies: United States
    Industries: Marketing Management Trends
    Context: Marketer demand for a more complete, holistic attribution approach is rising, but given the complexity and companywide participation needed to make it work, it’s early days for those actively pursuing it.
    Publication Date: 10/17/2017
    Geographies: United States
    Industries: Marketing Management Trends
    Context: According to a recent survey of digital transformation professionals worldwide by Altimeter, nearly half said digital transformation initiatives at their company focused on integrating social, mobile, web and ecommerce efforts into a seamless customer experience.
    Publication Date: 9/20/2017
    Topics: Big Data; Marketing Technology
    Geographies: United States
    Industries: Advertising Agencies
    Context: Dustin Engel, head of analytics and data activation at PMG, discusses whether agencies can fill key technology gaps for brands.
    Publication Date: 8/4/2017
    Geographies: United States
    Industries: Marketing Management Trends
    Context: Marketers are at different stages of digital transformation—some have started the process, while others are not really sure what it entails. But according to those that regard themselves as digital transformation leaders, many agree that digital innovation comes with many advantages.
    Publication Date: 7/31/2017
    Geographies: United States
    Industries: Marketing Management Trends
    Context: A study of marketers worldwide found that some are starting to adopt digital transformation programs to keep up with ever-changing technologies and evolving consumer expectations. And a small percentage already have a process in place.
    Publication Date: 7/19/2017
    Topics: Marketing Technology
    Geographies: United States
    Industries: Advertising Agencies
    Context: For 85% of US ad agency executives, effectiveness and direct impact on business objectives influence consideration of new business tools.
    Publication Date: 7/14/2017
    Geographies: United States
    Industries: Marketing Management Trends
    Context: In the latest episode of eMarketer's "Behind the Numbers" podcast, analyst Lauren Fisher outlines the issues involved in data management, and the ways that marketers can think about, organize, integrate and analyze data to shift their focus from channels to audiences.
    Publication Date: 5/15/2017
    Geographies: United States
    Industries: Marketing Management Trends
    Context: Most executives agree that a digital transformation is necessary to remain competitive, keep pace with disruptive technologies and evolve with shifting consumer expectations. Still, many are unsure of how to start the process, or even what it entails.
    Publication Date: 5/10/2017
    Topics: Marketing Technology
    Geographies: United States
    Industries: Hotels & Motels; Marketing Management Trends
    Context: 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.
    Publication Date: 4/24/2017
    Topics: Loyalty Programs
    Geographies: Worldwide
    Industries: Hotels & Motels; Marketing Management Trends
    Demographics: Millennials
    Context: 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.
    Publication Date: 4/10/2017
    Topics: Brand Marketing; Digital Advertising
    Geographies: Germany
    Industries: Marketing Management Trends
    Context: Nearly two-thirds of digital marketing decision-makers say advertisers in the country will cut allocations to Google and shift digital budgets elsewhere.
    Publication Date: 4/5/2017
    Topics: Marketing Technology
    Geographies: United States
    Industries: Marketing Management Trends
    Context: Wade Allen, vice president of brand and digital innovation at restaurant chain Chili’s, spoke with eMarketer about the technological challenges of personalization.
    Publication Date: 3/31/2017
    Geographies: United States
    Industries: Technology; Marketing Management Trends
    Context: Less than half of marketing executives worldwide consider themselves “fairly prepared” to meet digitally disruptive competition, according to data from IMD and Cisco.
    Publication Date: 3/23/2017
    Geographies: United Kingdom
    Industries: Advertising Agencies
    Context: As advertisers shift to using fewer suppliers, they want closer collaboration and more agility from their agencies.
    Publication Date: 3/15/2017
    Geographies: United Kingdom
    Industries: Marketing Management Trends
    Context: From Brexit to brand safety, UK marketers feel beset by largely external challenges.
    Publication Date: 3/8/2017
    Geographies: United States
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 2/8/2017
    Geographies: Worldwide
    Industries: Retail; Marketing Management Trends
    Context: Many retail marketers turn up their noses at new technology and plan to put more money into an old standby in 2017.
    Publication Date: 2/8/2017
    Topics: Marketing Technology
    Geographies: United States
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 1/18/2017
    Geographies: Germany
    Industries: Advertising Agencies
    Context: 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.
    Publication Date: 1/11/2017
    Topics: Big Data
    Geographies: United States
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 1/4/2017
    Topics: Marketing Technology
    Geographies: United States
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 12/14/2016
    Geographies: United States
    Industries: Advertising Agencies
    Context: 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.
    Publication Date: 11/18/2016
    Geographies: Worldwide
    Industries: Marketing Management Trends
    Demographics: C-Level Executives
    Context: 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.
    Publication Date: 11/11/2016
    Topics: Big Data
    Geographies: United States
    Industries: Advertising Agencies
    Context: 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.
    Publication Date: 11/1/2016
    Topics: Brand Marketing
    Geographies: Worldwide; United States
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 9/16/2016
    Topics: Marketing Spending; Big Data
    Geographies: United States
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 9/9/2016
    Topics: Social Media Marketing
    Geographies: United States
    Industries: Advertising Agencies
    Demographics: Blacks; LGBT; Hispanics; Asians
    Context: Diversity and inclusiveness have become major issues in the advertising industry in recent years, both for audiences and within its own ranks. eMarketer spoke to God-is Rivera, associate director of social media at digital marketing and advertising agency VML, about how brands approach diversity and how social media can support that.
    Publication Date: 8/29/2016
    Topics: Marketing Tactics; Marketing Technology
    Geographies: United States
    Industries: Marketing Management Trends
    Context: In a constantly evolving digital landscape, it’s no wonder that US marketers want their department personnel to remain both informed and nimble. According to March research, almost seven in 10 feel the drive to innovate will likely impact their staffing decisions over the next two years.
    Publication Date: 8/24/2016
    Topics: Customer Experience
    Geographies: United States
    Industries: Retail; Marketing Management Trends
    Context: Dhanusha Sivajee, executive vice president of marketing at XO Group, talks about alignment and collaboration between the lifestage media company’s marketing and product teams, as well as the skills needed to work in a fast-paced environment.
    Publication Date: 8/17/2016
    Topics: Customer Experience
    Geographies: Worldwide
    Industries: Hotels & Motels; Marketing Management Trends
    Context: Global hotel chain Marriott International has faced the same challenges as many other large brands over the past five years: rapid consumer adoption of digital and mobile platforms, heightened customer expectations, shortened marketing cycles and competition from digitally native upstarts. Andy Kauffman, vice president of digital at Marriott, spoke with eMarketer about his company’s transformation to meet the real-time, always-on demands of today’s digital world.
    Publication Date: 7/28/2016
    Topics: Marketing Tactics
    Geographies: United States
    Industries: Advertising Agencies
    Context: Roughly half of US ad agency professionals said their clients are most interested in advertising on spot TV or spot cable—more than any other medium including digital, mobile, streaming video and radio, April 2016 research revealed.
    Publication Date: 7/19/2016
    Geographies: United States
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 7/8/2016
    Topics: B2B Marketing; Marketing Technology
    Geographies: United States
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 6/23/2016
    Topics: Digital Advertising
    Geographies: Worldwide
    Industries: Advertising Agencies
    Context: 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.
    Publication Date: 6/15/2016
    Topics: Digital Advertising
    Geographies: Canada
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 5/27/2016
    Topics: Consumer Attitudes on Marketing
    Geographies: Vietnam
    Industries: Marketing Management Trends
    Demographics: Millennials
    Context: 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.
    Publication Date: 5/2/2016
    Topics: Marketing Technology
    Geographies: Worldwide
    Industries: Advertising Agencies
    Context: 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.
    Publication Date: 4/25/2016
    Topics: B2B Marketing; Big Data; Artificial Intelligence (AI)
    Geographies: United States
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 4/12/2016
    Geographies: United States
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 4/1/2016
    Topics: Marketing Technology
    Geographies: United States
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 3/29/2016
    Geographies: Malaysia
    Industries: Advertising Agencies
    Context: 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.
    Publication Date: 3/23/2016
    Geographies: Canada
    Industries: Advertising Agencies
    Context: 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.
    Publication Date: 3/15/2016
    Topics: Digital Advertising
    Geographies: United States
    Industries: Advertising Agencies
    Context: 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.
    Publication Date: 3/14/2016
    Topics: Marketing Technology
    Geographies: United States
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 3/11/2016
    Topics: B2B Marketing; Marketing Technology
    Geographies: United States
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 3/4/2016
    Topics: Mobile Advertising
    Geographies: India
    Industries: Marketing Management Trends
    Context: Research suggests that marketers in India already see mobile as a key part of their efforts, even if spending is still relatively low.
    Publication Date: 2/29/2016
    Topics: Big Data; Marketing Technology
    Geographies: United States
    Industries: Advertising Agencies
    Context: 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.
    Publication Date: 2/19/2016
    Geographies: Germany
    Industries: Marketing Management Trends
    Context: Nearly 90% of advertisers say it’s important to keep control of their marketing data—and many fear automation undermines that.
    Publication Date: 2/4/2016
    Geographies: Worldwide
    Industries: Marketing Management Trends
    Context: Best practices can help businesses run more efficiently, but sometimes identifying and integrating them internally is challenging, according to December 2015 research.
    Publication Date: 2/4/2016
    Topics: Marketing Spending; Mobile Advertising; Programmatic Advertising
    Geographies: Canada
    Industries: Marketing Management Trends
    Context: 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.