A new eMarketer forecast breaks out US mobile ad revenues by company, and projects that Google will take in more than half of all dollars this year. Facebook and Twitter have also increased their share of the market since beginning to offer mobile ads last year.
Breaking down social network use by gender shows that women are more likely to be on most social network sites, especially Pinterest. But overall, Google+—a relatively new contender in the social network horse race—has taken second place for both men and women.
Amazon is becoming a force within the digital ad market, with revenues growing 45% last year. This year, eMarketer estimates Amazon’s ad revenues will top $835 million, as the company benefits from its vast consumer purchasing data.
Three of the hottest digital formats—mobile, social and video—will see the greatest percentages of US marketers upping their investments. Marketers are still more likely to treat digital marketing as a direct response tool, compared with offline marketing.
The practice of using Big Data has wormed its way into a number of marketing tactics, from SEO to brand strategy and everything in-between. But only a small minority of US marketing executives believe they are on the leading edge when it comes to using data and analytics tools.
When Warby Parker opened a flagship store in New York City, many people were shocked. No one expected the digital eyewear disruptor to expand their business to a bricks-and-mortar store.
Speaking at Internet Week this week, Neil Blumenthal, one of Warby Parker’s founders, said the move was strategic.
“We believe the future of retail is at the intersection of e-commerce and bricks-and-mortar,” he said. ”People think it’s crazy that we went and signed a 10-year lease in SoHo, next to Ralph Lauren, across the street from the Apple Store. But we have actually been dabbling in bricks-and-mortar for about three years, almost as long as we have had the website open.”
When it launched, the start-up offered customers the option to try a number of glasses at home, he explained.
“That in itself was a physical form of sales, but what happened was that within 48 hours of launch, we were overwhelmed by demand and had to suspend the home trial program. And people would call up and say, ‘Hey, can we come to your office and try on glasses?’ And we would say, ‘Uh, we are working out of my apartment.’
“People would come in, and we would lay out the glasses on the dining room table. And we thought it was going to be a sub-optimal experience, but it ended up being a very special experience in that we could build relationships with our customers. They could try on all the glasses. We started to realize maybe there was a place for traditional bricks-and-mortar retail.”
The idea for the Warby Parker showroom and pop-ups was born. When those raked in profits, the company decided to open a flagship to anchor the brand. Now, 50 percent of their foot traffic and sales are driven by word-of-mouth, which Blumenthal says was exactly the point. “Our philosophy from the get-go has always been: How can we grow this primarily through word-of-mouth?
“It’s about how can we create special moments. When you walk into the store, most people are really surpr! ised, be cause it doesn’t look like any place they have ever been that sells eye glasses.”