As we all know, digital marketing is a vital piece of any successful marketing strategy. With internet usage in the U.S. estimated at 84% by a recent eMarketer study, digital channels continue to serve as a marketing platform with unrivaled reach and engagement potential for businesses. And while there isn’t anything new or surprising about the saturation of internet usage in the U.S., there are several key trends highlighted in eMarketer’s report. These latest statistics on how, when, where and why people use the internet will only continue to transform and disrupt the digital landscape over the next few years. From how users are accessing the internet and where they choose to consume information, every business needs to pay attention to these trends in order to develop and sustain effective marketing strategies in 2018 and beyond. Mobile Devices Are Becoming The Top Entry Point For Internet Users Last year, 93.4% of internet users in the U.S. used a mobile device to get … [Read more...] about The Most Important Digital Usage Statistics Impacting Marketing Success in 2018
Impact climate change
How changes to consumer privacy law might impact marketers and martech
TVs are “spying” on us, and so are sex toys. The Senate also just reversed an Obama-FCC rule that imposed limits on what ISPs and carriers could do with consumer data without consent. The new administration and Republican control of Congress could bring massive change in regulatory policy and consumer protection. Indeed, many of Trump’s cabinet appointees have pledged to scale back or dismantle the regulatory frameworks of their respective agencies. The new political environment has led people to question the future of consumer protection and privacy enforcement under federal government. And it makes it much less likely that there will be any new consumer privacy legislation in this vastly more pro-business Congress. Might this turn out to be a boon for digital marketers, who could face less scrutiny of their use of consumer data for targeting, tracking or attribution? Or could it have unintended consequences and make digital platforms and publishers’ lives more … [Read more...] about How changes to consumer privacy law might impact marketers and martech
A Plea For Small-e Enlightenment (Part 2)
Pssst. Over there, next to the purple wing chair. Behind the foosball table and just beyond the 2002 vintage lava lamps. It’s a gaggle of digital marketers, munching on Pez, and screaming at the unfortunate Fortune 500 brand CEO who made the mistake of visiting this digital agency’s hip warehouse space conveniently located just steps from an eight-lane highway. “We want credit! We want credit!,” the digerati are chanting over the roar of trucks and stretch limos. A few, more impatient than the rest, begin pelting him with M&M’s. He’s being very slowly stoned to death. A member of the agency’s management team, clad in yoga pants and clutching a venti chai latte in one hand, uses amazing grip strength in her other forearm to bombard the stunned client from the left flank, with a powerful t-shirt cannon. Sound realistic? Didn’t think so. The fact is, digital marketers don’t have to tug on the CEO’s pant leg as much as they … [Read more...] about A Plea For Small-e Enlightenment (Part 2)
Live Blogging The FTC Workshop On Journalism & The Internet
I’m at the FTC’s “Journalism & Internet Age” Workshop in Washington DC today, where we’re expecting addresses from Rupert Murdoch and Arianna Huffington, along with Josh Cohen of Google News and a variety of panels. I’ll be on one of those panels later today. I’m going to do a big live blog of things I find interesting, and you can also watch the webcast via this page. Why is the FTC doing this workshop? FTC has policy functions assigned to it to investigate new developments in the marketplace and make legislative recommendations. With radio, recommended act that made the FCC. Workshop today intended to bring out more facts. “The bottom seems to be falling out of the news business” as consumers shift their habits. Though newspapers were still profitable overall in 2008; TV still main way people get information. But newsrooms of dailies may employ 25% fewer people. Was at the LA Times recently and felt sense of shock at rows of … [Read more...] about Live Blogging The FTC Workshop On Journalism & The Internet
Profit Meets Purpose: 5 Companies That Give Back
More than half of consumers worldwide are willing to pay more for products and services from brands that are committed to making a positive social or environmental impact, according to a global survey conducted by Nielsen, which is why giving back is no longer just a non-profit business model. Similarly, BDC-Ipsos released a survey that found that 60% of Canadian shoppers were willing to pay an additional 5% for products and services that were considered ethical. The same survey also reported that consumers would stop purchasing from a company with irresponsible business practices; and I don’t think the results are simply because us Canadians are so nice, eh. These surveys were discussing exactly the types of for-profit/for-change hybrid businesses that this article is focusing on. The new super-breed of business, a hybrid between profit and purpose. Welcome to socially-responsible for-profit businesses that have had “change the world” written in their business plan … [Read more...] about Profit Meets Purpose: 5 Companies That Give Back