Tag Archives: emarketer
Video budgets to hit $8 billion by 2016: Get in the game now
Diverse content portfolios offer web users an array of media types that educate throughout the sales pretzel. Now that consumers are admittedly spending longer periods of time researching before they buy, marketers must develop content marketing strategies that engage with people throughout the purchase cycle, and video marketing may be the solution. According to eMarketer’s “Video Advertising Benchmarks: Key Data, Trends and Metrics” report, the digital video audience is growing in both number and time spent viewing. This trend should encourage professionals to invest resources toward video content. The eMarketer report projects there will be 201.4 million digital video viewers by 2014 – about 76.9 percent of the overall internet user population in the United States Continue reading
Meet social customer service demand with custom content
Social media is an ever-changing resource for marketers. Currently, Facebook is third on Nielsen’s Top 10 Global Web Parent Companies for Home and Work list, with a unique audience of over 328 million and an active reach of 72.6 percent. This social hub attracts a wide consumer base who entertain themselves, share content and engage with the brands they purchase products or services from on a regular basis. Continue reading
Is email marketing dead? Experts say no, though social integration key
In an interview with eMarketer, Ed Kats, president of MediaWhiz, said that email and social media marketing campaigns are likely to remain strong contributors to integrated marketing strategies on the web. Many have suggested that email will become less successful moving forward, because young people interact with the channel less than social. However, Kats suggested that many have been predicting the demise of email for years, but it’s performance has remained strong. In fact, Kats, and other marketers, said that using both email and social marketing can help make each channel more successful. For most, email and social represent two parts of the same conversion funnel. Continue reading
Report: Men and women becoming equally strong targets for social media marketing
EMarketer recently reported that the gap between women and men on social networks is shrinking. According to the study, women have been more active on Facebook, Twitter and other platforms in recent years. However, men currently account for 48.2 percent of American social media users across platforms, and women make up 51.8 percent. In 2010, men were 47.6 percent of users, and the growth has been steady since. While the gap has never been particularly large, eMarketer suggested that the channel has often been more effective in marketing to women. In the B2B space, this doesn’t apply as much, but B2C companies targeting men may see increased ROI as males flock to social networks more often. Across different social platforms, the differences between male and female user bases vary. For example, eMarketer found that 55 percent of American Facebook users are female. This has dropped since 2010, when 57 percent were women, and the trend is expected to continue. Meanwhile, Twitter has experienced wider gaps in gender adoption, but it will also see a lessening of the difference moving forward. By the end of 2012, eMarketer expects Twitter to have 17.2 million accounts held by American women, compared to 14.6 million from men. By 2014, both numbers will grow, but more men will become first-time adopters. About 20.6 million women in the U.S. will likely have Twitter accounts by then, with 19 million men following suit. Brafton recently highlighted two studies from Mintel that found men are becoming more active in consuming content related to fashion, health and beauty products. Developing a social media marketing strategy that engages men will likely become increasingly effective, as more males become active social users. Targeting male and female social audiences with tailored, organic social content will soon grow even easier. Brafton recently reported that Facebook is rumored to be rolling out advanced ad targeting for organic Facebook Page content shared that will include gender as an option. Continue reading
Study: Smartphones changing web content consumption
A report from eMarketer found that smartphone users are not only growing in numbers but evolving in terms of content consumption. According to the research, there are 115 million Americans with smartphones, which accounts for more than 47 percent of the mobile phone market in the United States. Their constant access to digital content gives internet marketers more opportunities to reach prospects. While calling, texting and other communication tasks account for the bulk of the time spent on these devices, web content consumption is growing as well. EMarketer pointed to smartphone gaming and music as two areas seeing rapid growth. Brafton has previously reported more smartphone users are accessing content related to products and social media pages Continue reading
