The use of native advertising and other types of content marketing — the creation and distribution of content that aims to offer consumers a deeper relationship with brands — will be a major trend in the UK this year.
A study from August 2013 found that average spending on content marketing amounted to 31% of budgets among UK marketers.
In 2013, time spent with digital media among U.S. adults surpassed time spent with TV for the first time — with mobile driving the shift. This year, that trend will continue, as time spent with mobile devices continues to grow much faster than usage of all other media.
eMarketer expects American adults to spend 5 hours 46 minutes with digital media daily this year, increasing the lead over TV to well over 1 hour per day.
Interactive video saw tremendous success in North America last year, thanks to its completely immersive brand experience, and this growth is expected to continue in 2014, according to recent research by Sizmek.
Advertisers using interactive video have learned from the past, combining the best practices of both rich media and video ads.
When a January 2014 market study asked U.S. millennial smartphone users about the effectiveness of digital vs. traditional advertising, 36% said that digital ads were more effective.
However, the majority of male and female millennials ignore banner ads, and around two in five males and half of females didn’t pay attention to social media or search engine ads.
The mobile marketing channel is gaining momentum in the UK. Why now? Over one in four British consumers owns a media tablet, as advertisers spent a record £6.3 billion in 2013 to reach people via the mobile internet, according to a market study for the IAB.
Over one third (36%) of people accessing the internet are now doing so via their personal tablets, as tablet ownership grew 63% year-on-year.
Retailers in the UK must think multi-channel when it comes to selling their wares. And the reality is, many of them already are. According to a recent report, a higher percentage of UK retailers used more sales channels in 2013 than they did in 2011.
In particular, 68% of survey respondents said they had a mobile presence in 2013, up from just 37% in 2011.
eMarketer expects total U.S. retail sales to reach $4.732 trillion this year — with eCommerce sales reaching a greater-than-ever share of the total. And, as it reaches levels of mature, sustained growth, it’s having an effect on patterns across category sales.
Digital spending on media — such as books, music and video — will continue to increase at the fastest rate.
Saugatuck noticed several developments that attest to the rapidly-growing influence of Marketing as a locus and shaper of Cloud Business and the growing shift toward “digital business” strategies.
Digital Marketing will lead the transformative change to business that the Cloud has been promising for years, and drive widespread advancements in corporate IT capabilities.
Among U.S. seniors with an annual household income of $75,000 or more, 90% go online and 82% have broadband at home. For seniors earning less than $30,000 annually, 39% go online and 25% have broadband at home.
Fully 87% of seniors with a college degree go online, and 76% are broadband adopters.
via Pew Research
Spending on advertising served to internet-connected devices — including desktop and laptop computers, mobile phones and tablets — will reach $137.53 billion this year, according to eMarketer.
Digital spend will be up 14.8% over 2013 levels, making up over one-quarter of all paid media spend. That’s up from about one-fifth in 2012.