eMarketer Webinars & Videos


A growing number of marketers are renewing and expanding their focus on customer acquisition, and evaluating new and emergent technologies for doing so. Topics in this webinar include: When a prospect becomes a customer from a brand’s point of view; How brands use data to create a single customer view for personalized marketing; Why an audience-centric customer experience is critical; How acquisition and retention strategies must be executed in concert with one another.

Attribution is essential for marketers looking to plan and optimize media channels in our increasingly fragmented, digitally driven world. But making the move to cross-platform attribution practices comes with significant challenges. Topics in this webinar include: Why most marketers say attribution is something they need to learn more about; What roadblocks and obstacles impede marketers' ability to properly adopt and implement attribution models; How marketers are implementing attribution methods; How cross-platform attribution is advancing to become a more holistic measure of company success.

Social media marketing is now a standard part of brands’ digital plans—and research suggests that’s at least in part because of how effective its proved to be. Topics in this webinar include: Why many marketers now rate social media advertising as more effective than search; What Facebook has done to help show the effectiveness of its ad products—and, in turn, social in general; How mobile fits in with social media ad measurement and engagement; Why brands are latching on to new social networks like Snapchat.

As mobile usage becomes ubiquitous, the path to purchase is becoming less defined. Shoppers are always connected, well-informed and often quick to convert both digitally and in-store. Topics in this webinar include: How consumers are using smartphones for shopping even when they’re not on the go; What changing mobile conversion rates mean for the path to purchase; How increasing digital shopping research means less time spent in stores; What millennials are doing across channels.

The first stage of consumer-ready virtual reality (VR) and augmented reality (AR) technologies are coming to market throughout 2016, giving brands and publishers a new, immersive medium through which they can engage audiences in compelling ways. Topics in this webinar include: The current landscape of VR and AR technologies and how they map with specific near-term marketing and advertising opportunities; Consumer attitudes about using immersive media, as well estimates of current and future adoption; Key technological, creative and distribution challenges that need to be considered when leveraging immersive media; The long-term potential of using VR and AR for marketing and advertising experiences that go well beyond 360-degree video.

Mobile commerce had a breakthrough year in 2015. Smartphone retail mcommerce sales in the US nearly doubled, driven by larger screens, smoother buying experiences, better mobile search and context-driven discovery. Topics in this webinar include: How high mobile retail sales will go this year, and which devices are driving that; What retailers are doing to optimize shopping experiences for mobile; How context-driven commerce is changing the mobile retail landscape; Which factors are driving higher conversion rates on mobile.

Many are dubbing 2016 the "Snapchat Election", not only because campaigns are using the social app to reach the coveted millennial demographic, but due to the ephemeral nature of today’s media environment where content is consumed in streams, feeds and snaps. Topics in this webinar include: How the use of different channels like Snapchat are being matched with specific campaign goals; How much US political campaigns will spend on digital advertising in the 2016 election cycle; Differences between approaches at the local level versus the national level; How voters research candidates and their attitudes toward political advertising

Marketing automation is no longer a “shiny new toy” for marketers—and that’s a good thing. Adoption continues to grow, and marketers are becoming more sophisticated by adding capabilities like predictive analytics and account-based marketing tools. Topics in this webinar include: Marketers’ current adoption and use of marketing automation platforms; How and why marketing automation platforms are being connected to other systems and data sources; What role marketing automation plays in enabling the buzzed-about practice of account-based marketing; What challenges marketers still need to overcome with marketing automation.

Using social data isn’t a new concept for brands, but there's still confusion on how to put the information to use. Topics in this webinar include: Why brands are conflicted about social listening’s usefulness and the challenges they face; Nine use cases for social listening, with specific brand examples; An overview of the technology and the future of social analytics.

eMarketer expected a strong 2015 holiday season for ecommerce and total retail sales. In this webinar, we take a look at the final results and review what retailers need to know about changing consumer behaviors to keep up in 2016. Topics include: How the overall retail sector performed during the 2015 holiday season; Why experiential gifts were one significant holiday trend of 2015; How consumers used their phones and other mobile devices to shop last holiday season; How deal-seeking behaviors are changing the holiday shopping calendar.

Marketers are spending more each year on location-targeted ads and other location-aware messaging and promotions. Topics in this webinar include: How many consumers are sharing location data with marketers, and how they feel about it; How good the location data is on the marketer side, and what they can do with it; What tactics are marketers using to drive real-world behaviors with digital messaging; How marketers are using location data to understand online-to-offline commerce.

Programmatic advertising already accounts for a majority of all digital display spending in the US, and that share is rising thanks to a number of influences. Topics in this webinar include: Why programmatic ad spending isn’t plateauing yet; How much of programmatic’s continued growth is coming from social and mobile channels; Why more spending continues to shift to private marketplaces and programmatic direct; How cross-screen advertising efforts are contributing to the growth of programmatic video.

Last year, US internet users spent more than $79 billion on digital purchases during the holiday season of November and December. Topics in this webinar include: How long will the ecommerce holiday shopping season be this year? How will the convergence of online and offline retail accelerate this season? How will mobile continue to change the holiday shopping landscape? What role will augmented reality and conversational commerce play in this year’s holiday shopping season?

Digital shopping and buying is a fact of life for the average US consumer, and retailers continue to face challenges and opportunities as new technologies develop and trends emerge. Topics in this webinar include: Why mobile conversion rates are climbing; How beacons and location-based marketing are driving in-store sales; How the visual web—YouTube, Snapchat, Instagram—is affecting ecommerce; Where influencers and consumer-generated content fit into the purchase funnel.

A typical brand now has a staggering amount of data in its arsenal, and the marketing department’s goal is to use that data to deliver more effective results than ever before. Enter predictive marketing, which uses machine learning to deliver more accurate insights about how best to encourage sales from existing and new customers. Topics in this webinar include: What marketers are doing with predictive models; How many companies have moved toward predictive marketing, and how far along they are; What the return on investment (ROI) of predictive marketing can look like; Which challenges are proving difficult for adopters of predictive marketing.

Customers are basing their expectations today on their interactions with firms like Airbnb, Amazon and Uber. In response, brands are focusing now more than ever on creating and delivering the same type of seamless customer experiences. Topics in this webinar include: Understanding the evolving nature of today’s always-on, need-it-now customers; Key functions being carved out at brands to help achieve customer experience goals; The role client-side marketers are taking to define and deliver on their customer experience strategy; Approaches to measure and analyze customer experience improvements.

Few marketers have complete insight into their customers’ journeys, but many have more actionable data than in the past. Topics in this webinar include: What are some of the biggest trends and areas of focus for multichannel marketers today? How are audiences splitting their time across channels and devices—and how are marketers following them? What challenges are inhibiting multichannel marketing? What are four core areas of focus marketers need to consider in order to successfully execute a multichannel strategy?

The volume of content flowing out of B2B companies continues to grow, as more marketers find success with the tactic. Topics in this webinar include: What have B2Bs learned about content marketing ROI in the long term? How much content are B2B firms producing for their marketing efforts? What types content process and strategy deliver the best results? How are B2Bs tailoring content marketing efforts for their audiences?

Marketing technology is now a key topic of conversation in the C-suite at brands and agencies worldwide. Though marketers continue to improve their grasp on the vast tech landscape as they build their stacks, there are still many questions they need to have answered. Topics in this webinar include: How marketers’ priorities for technology are aligning with their business goals; Whether the marketing technology landscape will continue to expand, or consolidate; How the vague task of “integration” is becoming clearer and easier to accomplish; How agencies are adapting to demands for greater tech and data aptitude from clients.

Mobile already accounts for more than half of digital ad spending in the US, and its share is growing. Topics in this webinar include: Why even though overall spending skews toward mobile, most brands don’t think they’re spending half their digital budgets on the channel; What opportunities lie in location-based marketing beyond geofencing; Why marketers need to embrace ad IDs and cut the cookie cord; Which metrics to monitor and get the most out of mobile measurement; Why creative is in crisis on mobile