Demographics
Before the shift to digital, marketers didn’t have a measurable way to track their companies’ growth, which would allow them to prove their worth. As Deloitte Digital's CMO Alicia Hatch put it, “In the C-suite, we were essentially speaking Mandarin to English speakers. No one understood what we were talking about.”
The media’s obsession with Gen Z and TikTok is ever-present, but whether or not penetration levels are as high as the frenzy would indicate is debatable. Three charts paint a clearer picture of what usage and popularity currently looks like among Gen Zers.
Brands have sought after millennials since the segment was identified as a demographic phenomenon reminiscent of the boomers. There’s been heavy investment in the creation of products and services that fit within an evolving consumer culture, one increasingly defined by this influential cohort. Growing independence and earning make this group the most digitally connected of all.
At a life stage that entails lots of buying, millennials are combining digital and in-store shopping in ways that work best for them.
The first-ever CMO of a young company has to do something slightly different from one stepping into the same role for a legacy brand. When DailyPay’s Jeanniey Mullen was appointed as the financial tech company’s first CMO in July 2019, she wanted to transform the payroll landscape.
Relating to and connecting with teens—the core of Gen Z—can be confusing. For marketers, reaching this cohort starts with understanding how and where teens spend their time.
eMarketer principal analyst Mark Dolliver and vice president of research Jennifer Pearson discuss the wonderful world of online dating. Who's on which platforms? What do people like and dislike about it? They then talk about Valentine's Day spending, "OK Boomer" age discrimination and the link between smartphones and mental health.
In the beginning of her tenure as Pinterest’s first-ever CMO, Andréa Mallard established the company’s mission and core brand principles, reorganizing her team prior to the successful IPO. Now she’s focused on an aggressive global growth plan.
Consumers have become more socially conscious in the ways they shop. At the same time, the notoriously unsustainable practice of fast fashion is thriving.
eMarketer principal analyst Mark Dolliver and vice president of research Jennifer Pearson discuss children's behavior online, the screen time stigma and YouTube child policy changes. Then, junior analyst Blake Droesch addresses questions about a TikTok sale, Facebook's stance on political ads and a new way to limit who can reply to your tweets.
As Adobe’s longest-reigning CMO, Ann Lewnes has led the software giant’s marketing efforts for more than a decade. She has seen data be used to quantify the impact of marketing and witnessed how marketing has changed from being operational to strategic. For Adobe, the push to revamp a marketing organization to leverage digital didn’t happen overnight.
eMarketer principal analyst Mark Dolliver and junior analyst Lucy Koch share insights on how millennials are managing adult concepts like financial planning, homeownership, student loans and cars.
As the 2020 presidential race continues, some candidates are turning to social media influencers to spread their messages and garner support for their campaigns. It was reported that former New York City mayor Michael Bloomberg recently partnered with popular Instagram accounts to create meme content for promoting his candidacy, called the Meme 2020 project.
Having established itself as a place for authentic self-discovery, YouTube is a mainstay for today’s kids. While entertainment preoccupies much of their time on the platform, it’s also evolved to a place of search and product discovery, ultimately influencing some on their path to purchase.
Today’s kids are more digital than previous generations at the same age. But, while digital video is certainly an important part of kids’ media diet, we estimate that just over half of those ages 11 and younger (52.4%) will be digital video viewers this year. TV penetration is still much higher (close to nine in 10), although time spent is declining.
Younger generations are more likely to buy products based on influencer recommendations, as well as consider them reliable. However, these demographics still see influencers as less trustworthy than other sources.
For Alexandra Waldman, launching Universal Standard was a no-brainer. She struggled to find clothes that fit her size-20 frame—even something as simple as a T-shirt that didn’t have a puppy or a "live, laugh, love" affirmation on it.
For our report on how the role of the CMO has changed in recent years, we asked more than 60 CMOs about their current priorities and what they’re planning for 2020. Our interviews covered everything from iHeartMedia’s CMO talking about the digital transformation of radio to Ryan Dell taking men’s lifestyle brand MVMT from online to offline.
Pinterest surpassed Snapchat as the third-biggest social media platform in the US in 2019, and it will continue to stay ahead in the coming years, according to our latest social user estimates.
Amid all the handwringing about screen time—plus the demise of Toys "R" Us—one could easily imagine that kids have lost interest in toys. But they haven’t.
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