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eMarketer 2013 Year End Review and Top 10 Digital Marketing Trends

eMarketer in Review – Key 2013 Trends, Coverage Areas and Platform Growth

Are you ready for the coming dominance of online media in the advertising pantheon of effective strategies?

by Clark Fredricksen

It's been a fantastic year so far at eMarketer. As we enter the fourth quarter and continue planning for next year, I thought it might be good to review some of the improvements we've made to our research coverage and platform in 2013.


eMarketer to Improve Coverage and Insights

Our goal is to help clients make sense of the fast-changing digital landscape—which is why we collect all the research we can, synthesize it, and provide key insights and takeaways. This year we've taken our synthesis of key trends, topics, industries and global markets to another level, through a number of additions and improvements. Here is a run-through:

  • eMarketer sharply increased its focus and added resources on two key coverage areas: Mobile and Demographics, roughly doubling the coverage levels in both areas, while also closely following emerging areas like real-time marketing and native advertising.
  • From an industry perspective, we added a number of specialists covering retail, CPG (FMCG), automotive, travel, media, and financial services, and have published several dozen reports this year highlighting key trends across verticals. eMarketer also focused heavily on retail and the changing path to purchase.

Some of the most popular reports on this topic include:
  • eMarketer added a number of resources to improve research on international markets, most notably in the UK, where we opened an office last year. With the addition of more researchers and analysts focused on the UK and Western Europe, eMarketer has published 22 dedicated reports focused on the country and overall region so far in 2013. That's more than double what we published all last year, and we still have more on deck in the fourth quarter.
  • We also doubled our Canada coverage and solidified the early steps we made to build our coverage of Latin America.

For the first time, eMarketer also developed a series of dedicated reports on big picture trends for each quarter. These have been a smash hit among clients—among our most popular and most downloaded reports published all year. They include:

o Key Digital Trends for 2013
o Key Digital Trends for Q1 2013: Whither the Brand? 
o Key Digital Trends for Midyear 2013: The Fragmentation of Mobile
o Key Digital Trends for Q3 2013: How Omnichannel Is Blurring Boundar...
o Key Digital Trends for 2014: 

Better Benchmarks and Forecasts

eMarketer also dramatically increased output of its widely cited benchmark estimates and forecasts. Some of the most popular reports developed by our team this year include:

o US Time Spent with Media: The Complete eMarketer Forecast for 2013
o US Ad Spending: Mid-2013 Forecast and Comparative Estimates
o Worldwide B2C Ecommerce: 2013 Forecast and Comparative Estimates
o The US Travel Industry 2013: Digital Ad Spending Forecast and Key T...
o The US Retail Industry 2013: Digital Ad Spending Forecast and Key T...

Improved research is just part of the story. It's equally critical that this information is easy to access and use. That's why we have an entire product team focused on getting it to you conveniently. 

Platform Growth: Easier-than-Ever Access for Users

eMarketer has a long-established track record of making it as easy as possible for users to access, interpret and apply our insights quickly—no matter where our users are in the world, and regardless of whether they're at their desk, in a taxi or on the runway.

That's why earlier this year we launched a beautiful new iPad app, which allows users to read recent eMarketer reports in a simple ereader format. The response from clients has been terrific.

Adam Broitman from Mastercard: "I love eMarketer. I actually have the app on my iPhone and my iPad. I'll thumb through things and look at trends in various markets, and I'll forward them on to the relevant market."


Our focus on convenience is also why eMarketer invested heavily in network infrastructure and a brand new global data delivery system this year. It's why we doubled the size of our IT and product development teams. The result is faster than ever access for our users in Asia-Pacific, the Middle East and Africa, and Latin America—in addition to faster user experience for our users in Europe and North America.


Chris Padgett, Vice President of Marketing at Nestlé USA: "I like the ease of finding what I'm looking for and that the information is updated frequently. It's the accessibility and curation that are key—I don't have time to be searching and searching for stuff, so [eMarketer is] probably the fastest route to the kind of information I need from any resource that I have."


While it's important that we make it easy for users to access information, it's equally important that we make our information easy to use. Our continued focus on usability led us to recently launch a new "Compare Geographies" feature, allowing users to create custom charts that compare eMarketer's benchmarks and forecasts on any country or region of their choosing.

And that's just what we've done so far in 2013.


We have an exciting lineup of improvements planned for the fourth quarter and next year—all designed to help you stay ahead as digital media, marketing and commerce become a bigger part of your business. We will continue to pay close attention to your needs, we appreciate your business, and we are honored to serve the best minds in digital marketing and media worldwide.

- Melanie Eisenberg, Vice President, Account Management 

Views: 694

Tags: Advertising, digital marketing, eMarketer, marketing, mobile, native advertising, real-time marketing


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