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Flash sale sites and the fashion industry’s maturing web presence boost sales to young consumers
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As Generation Y grows up and gains more buying power, the 18- to 34-year-old age group is increasingly purchasing luxury goods. According to a survey by American Express Business Insights, Gen Y consumers upped spending on premium, full-priced luxury goods by 31% in 2011 over the prior year. Generation X followed Gen Y in terms of spending...
The Challenges of Cross-Channel Data Integration
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Increased consumer demand for more personalized and relevant brand experiences has made customer segmentation and targeting an imperative for companies.
According to a November 2011 survey from Acxiom and DIGIDAY, though the majority of US advertisers and agencies were able to identify and segment their customer base, few were capable of...
Coupons, Exclusive Offers Appeal More to Female Luxury Buyers:eMarketer
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Company websites and retail locations are much more important touchpoints for luxury brand consumers than social media sources, according to November 2011 research from customer experience management firm Empathica. And the way luxury buyers interact with these touchpoints sometimes varies by gender.
The survey found, for example, that more...
Marketers Split on Future of Targeting
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The importance of audience targeting is undeniable. In a PubMatic and DIGIDAYa survey of North American advertisers and agencies taken in March 2011, at least 70% of all respondent types indicated audience targeting was more important than conceptual targeting for their digital efforts.
Research from AT&T AdWorks conducted in September...
Affluent consumers :A tempting target for digital marketing efforts !
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By any measure, affluent consumers in the US constitute a large market. Using a minimum of $100,000 in yearly household income as a threshold, an Ipsos Mendelsohn study last year put the number of affluent adults at 58.5 million. Their heavy use of the internet and mobile devices makes them a tempting target for digital marketing efforts.
“The...
Paid Search Clickthrough Rates Up Year Over Year
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US companies spend more on search than on any other online ad format. This year, eMarketer predicts, US search ad spending will account for almost half of total online advertising spending.
Findings from online ad management platform provider Marin Software suggest paid search advertisers could see better return on that investment this...
Price-conscious consumers do more online research
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Despite some bright spots on the economic horizon, shopping remains more of a battle than a pleasure for financially skittish consumers. Some of them cope by using digital tactics to help save money.
A SymphonyIRI Group MarketPulse survey on how the economy affects behavior and attitudes when buying consumer products found that US consumers...
Creative that appeals to race, background is key to engagement
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Brands that want to reach ethnic minorities online are not doing a very good job, according to some research. An April 2011 survey by Yahoo!, Mindshare and Added Value found that according to Hispanics, blacks and Asian-Americans, digital advertising does not engage them. When asked for three brands doing a good job reaching them, most said...
Online video marketing to enhance brand influence:GroupM
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Shanghai : Youku.com, China’s leading online video site, GroupM China, China’s number one media investment management group and Sinomonitor, nationally recognized research agency jointly released a research report Online Video Audience & Media Value. The report shows the inevitable linkage between TV and online video as well...
Marketers have a chance to establish metrics that matter
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Marketers know that counting fans, “likes” and followers is not the best way to measure success in social media marketing. Yet these metrics are often the top benchmarks for performance. It’s not surprising, then, that marketers consider calculating return on investment to be the biggest challenge of using social media,...