Posts Tagged marketing trends
Mobile Web Impacts Shopping Significantly
According to a new study from Performics, Mobile Search Insights, conducted by ROI Research, found that 57% of respondents use the mobile Web more than once/day, with 77% using mobile search more than five times in the last month.
Daina Middleton, CEO of Performics, says “… mobile paid search has surged as a percentage age of overall paid search spending for our clients, particularly over the last 15 months… ”
Satisfaction with and adoption of mobile search rang true throughout the study:
- 75% said mobile search makes their lives easier
- 63% said access to mobile search has changed the way they gather information
- 32% said they use mobile search more than search engines on their computers
Use of mobile search at home topped the list with 81% reporting evening use, 80% reporting weekend use and 59% reporting use before work. Another 61% reported using mobile search at work. Respondents also revealed dual screen multi-tasking, reporting at least occasional use of mobile search while watching TV (66%) or using the computer (45%).
Posted by eBrand Media Research Department in Mobil on April 19th, 2011
Nine probable key consumer trends for the 2011
According to a compilation and analysis of current studies, Mintel predicts nine key consumer trends for the year ahead, examining how long term behavior has been impacted and created a new way of life. In 2011, consumers are living for the long term with attitudes inspired by a changed value set, says the report, written by Alexandra Smith and Richard Cope.
Alexandra Smith, global trends analyst at Mintel, said “…consumer trends for 2011 are a legacy created by economics… and are set to influence the global consumer mindset for a long time to come.”
Posted by eBrand Media Research Department in Trend Tracker on November 4th, 2010
eBrand Media Research Brief: Traditional marketing budgets lose to interactive
According to Forrester Research, reported by Richard H. Levey at Directmag.com, 60% of marketers surveyed will increase their interactive marketing budgets by shifting funds from traditional media. Direct mail was cited by 40% of marketers as being one being cut, outranking newspapers (35%), magazines (28%) and television (12%).
Among the interactive channels, the study finds social media and mobile marketing spending expanding between 2009 and 2014, with social media jumping by 34% on a compounded annual basis and mobile marketing increasing by 27%. Social media starts at $716 million in 2009, increasing to $3.11 billion by 2014. Mobile marketing expenditures stand at 319 million this year, and goes to $1.27 billion by 2014.
Online display advertising, which currently stands at $7.83 billion, will rise by 17% annually, ending up at $16.9 billion in 2014. Search marketing, which currently accounts for $15.39 billion in spending, will jump by 15%, to $31.59 billion, and e-mail, now at $1.25 billion, will increase 11%, to 2.08 billion.
Posted by Tom Polanski in Marketing, Twitter on July 16th, 2009
Further evidence of the demise of the Industrial Age – Newspaper circulation skids
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
According to a new report from the Audit Bureau of Circulations, for the six months ended March 31, 2009, the largest daily newspapers are losing subscribers at a record pace, with circulation down 7% compared with the same period in March 2008. For Sunday newspapers, circulation was down 5.3%.
In addition to sinking circulation, newspaper ad revenue is plunging. McClatchy ad revenue plummeted 29.5% in Q1 2009 compared to the same quarter last year, while The New York Times Co. saw ad revenue plunge 27%. Zenith Optimedia predicts that ad spending for newspapers will sink 12% in 2009.
During this 6 month period ending Mar. 31, 2009:
– Circulation at the New York Times slipped 3.5% during the week and 1.7% on Sundays
– The Washington Post fell 1.6% daily and 2.3% on Sundays
– USA Today fell 7.4% during the week on a decline in copies ordered from hotels
– The Chicago Tribune fell 7.4% daily and 4.5% on Sunday
– The Los Angeles Times slipped 6.5% and 7.5%
– The Boston Globe plunged 13.6% during the week and 11.2% on Sundays
– The New York Daily News was down 14% during the week
– New York Post, down 20%
– The Miami Herald (-15.8%)
– The San Francisco Chronicle (-15.7%)
– The Philadelphia Inquirer (-13.7%)
– The Houston Chronicle (-14%)
Posted by Tom Polanski in Trend Tracker on May 8th, 2009
Spotting and Profiting from Business Trends Online
By Tom Polanski
Everyone wants to know what the latest and greatest online trend is – but very few people are actually situated to grab it when it hits! How can you capitalize on marketing trends and make them work to your business advantage?
First, don’t try to forecast trends. Many business owners have lost thousands or even millions of dollars betting on what would be the “next big thing”, and the “pet rock” jackpots are few and far between. Instead, watch as new trends begin to look promising and grab onto them before they become widespread.
No matter what business you’re in, watch for trends in the fashion, property and electronics industries. Oftentimes how society reacts to these trends will shape how and what they buy.
You should also look at your target audience and notice their buying habits as well. Ask yourself the following questions:
- How much do they earn? Are they willing to pay more for better service or quality or are they hunting for the cheapest bargains? How likely are they to tell their friends about their experience with you?
- What gender are they and what is their education level? Are they single? Married? Do they have children? All of these questions can impact how well a trend is received and how far it expands.
- How do they view the Internet? Are they technologically savvy? Do they use shopping comparison and research tools or are they likely to buy the first result that comes up when they search?
Posted by Tom Polanski in Trend Tracker on May 7th, 2008