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Even For Search Geeks, Mobile Display To Take A Big Chunk Of Ad Revenue

By | Industry Wire | No Comments

Mobile advertising grew 42% to $41 billion in 2016, and for the first time generated 55% of all online display advertising revenue, according to one estimate. By 2020, mobile will contribute 75% to online display ad revenue.

IHS Markit released a white paper Sunday at the Mobile World Congress in Barcelona, outlining some of the mobile worldwide trends that companies will see in 2017. Those trends include an uptick in display advertising, adoption of native ads and instant messaging apps, and the adoption of virtual reality.

With the shift, measuring the return on investment for everything from search and display to native advertising has become a major challenge for marketers as more of them move a larger chunk of their advertising budgets from desktop to mobile.

There is no one system for brand-and-performance advertising to understand the performance, according to IHS. It will require lots of experimentation, something online marketing experts will debate at the MediaPost Search Insider Summit coming up in April 2017 in Captiva Island, Fla.

Read more at: http://www.mediapost.com/publications/article/296277/even-for-search-geeks-mobile-display-to-take-a-bi.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=101131&hashid=akB9t4tgoWbIH5Q1TsO9gvrF5KU

70% Of Retailers Investing In Beacons For Location-Based Marketing

By | Industry Wire | No Comments

Retailers are interested in adopting the Internet of Things in the coming years, and better customer experience is one of the driving forces.

Bringing digital capabilities to the physical shopping experience is increasingly important, and retailers worldwide say the Internet of Things may be the way to do it, according to a new study.

The study, conducted by Research Now and Qualtrics for Zebra Technologies, comprises a global survey of 1,700 executives across multiple retail segments.

Almost three-quarters (70%) of executives said they plan to use beacons for location-based marketing by 2021, according to the study.

“Every inch of the retail industry is changing, from the aisles of the warehouse to the shelves of the store, and retailers are driving this change in a race to better serve customers,” stated Jeff Schmitz, senior vice president and chief marketing officer at Zebra Technologies.

Read more at: http://www.mediapost.com/publications/article/296457/70-of-retailers-investing-in-beacons-for-location.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=101121&hashid=uuLw-BF_xAdx32emCzMAwiAT3w8

It’s Time For Marketers To Take A Fresh Look At Customer Loyalty

By | Industry Wire | No Comments

Customer loyalty programs aren’t working like they used to and marketers need to take a fresh look at their respective strategies to ensure success, according to a new report from Accenture Strategy. As a result, the report shows, companies are wasting billions of dollars annually.

Marketers must pay attention to the new factors driving customer loyalty in the digital age or risk losing customers for good, the report notes.

The report titled, Seeing Beyond the Loyalty Illusion: It’s Time You Invest More Wisely,” gauges the experiences and attitudes of 25,426 consumers around the world, including 2,532 U.S. consumers, about their loyalty relationship with brands and organizations today. The report found that 54 percent of U.S. consumers have switched providers in the past year, and almost one fifth (18 percent) confirm their expectations around brand loyalty have completely changed. The report also identified five new factors influencing loyalty today.

Read more at: https://www.loyalty360.org/content-gallery/daily-news/it-s-time-for-marketers-to-take-a-fresh-look-at-cu