The pharmaceutical industry may have been a little slower than other industries to shift their ad budgets online but these marketers seem to be making up for lost time. In the past year, online pharma ads have increased significantly. comScore research shows that this move to digital is paying off for pharma companies.
The last thing marketers want to do is insult the audience they are selling to. Yet, too many ad campaigns are turning off older consumers and possibly driving them away from purchasing certain products and services. The new study from SeniorMarketing.com explains that marketers need to speak a new language when they’re making a pitch to consumers who are over age 50.
Will viewers of online video content tolerate more ads than they see in a traditional TV viewing experience? This is a question worth asking as more consumers watch online video and the answer, according to new research, seems to be yes.
Marketers are returning to sports sponsorships after having cut back on this line item during the recession. These sponsorships are a time-proven way to connect with consumers who might notice who is helping to pay for the event are enjoying. The biggest sponsorship money typically goes to sports like basketball, football, or auto racing but new research shows that marketers can effectively use sponsorships to reach fans of less popular sports, especially tennis.
The Millennial generation may have $170 billion of annual spending power but that doesn’t mean they are going to open their wallets to just any pitch. These consumers came of age during the Great Recession. They love certain brands, but they also want to save money. To reach them, eMarketer researchers say businesses must engage Millennials with value messages in the digital sphere and this reality increases the importance of search as a marketing tool.
One of the biggest changes marketers have adjusted to as social media use rises is the loss of control. Instead of broadcasting messages from the top down, brands are working with consumers through social media to build their image and reputation. For one particular social media platform, Pinterest, this trend is particularly noticeable.
The day-parts for eating have been expanding as U.S. consumers show increasing variation in the times that they eat out. In addition to the traditional breakfast, lunch, and dinner pitches, restaurants are encouraging consumers to drop by for a mid-afternoon or late evening snack. There’s another meal that deserves a portion of marketing dollars and that’s the weekend brunch.