Digital Lifescapes

Legacy search engine marketing best practices are vulnerable. Why now? Generative AI (GenAI) capabilities are being rapidly adopted for technology sector marketing efficiency gains. To prepare for more shifts beyond their direct control, tech product marketers must address disruptions in key marketing channels, engagement approaches, and required investments. The savvy business-to-business (B2B) CMOs are already piloting and deploying GenAI tools. GenAI Tools B2B Market Development By 2026, traditional search engine volume will drop by 25 percent, with search marketing losing market share to AI chatbots and other virtual agents, according to the latest market study by Gartner.  "Organic and Paid Search are vital channels for tech marketers seeking to reach awareness and demand generation goals," said Alan Antin, vice president at Gartner . Now GenAI solutions are becoming substitute answer engines, replacing user queries that previously may have been executed in traditional ...

Healthcare, and closely related pharmacy services, are due for disruption. Online pharmacies can deliver pharmaceuticals direct to customers, potentially changing the way they compare prices. These patients can now order their medications from registered pharmacists via the Internet. Patients can simply upload a copy of their prescriptions. Each medication request is controlled by registered pharmacists who direct them to the pharmacy warehouse in the region of the patient. Patients can access an ePharmacy through a software app, or through a website. Each ePharmacy will provide a variety of different services -- including online consultations, repeat prescriptions, lab tests, and over-the-counter (OTC) medication. Global ePharmacy Market Development According to the latest worldwide market study by Juniper Research, the number of ePharmacy users will reach 1 billion globally by 2027 -- that's increasing from 795 million in 2022, a growth of 28 percent. This increase is partly due ...

When a buyer visits a company's website, will their visit result in a good user experience -- regardless of the device they're using at the time? More often than not, that experience is within a smaller screen on a mobile device -- such as a smartphone or media tablet. Savvy marketers are already starting to influence the adoption of mobile-first design strategies for their online properties.  Making it easier to buy something via a mobile device is a forward-thinking competitive advantage, because this activity will become more mainstream over time. eBusiness teams are working on rebuilding their legacy desktop site experiences to be responsive across all web-enabled touch-points, but it's a huge undertaking and few organizations have the budget or risk appetite to redesign all of their web assets in one fell swoop. Many teams start with the easy places on their website -- such as the home page, the category pages, the campaign landing pages -- after all, these pages...

Today, what's the primary purpose of the website for a major brand? Should content from social media drive traffic to the brand's website? Or should brand sites drive traffic to social sites? If a brand’s social media activity gets more traffic than its website, is it necessary to maintain both? These are the key questions that eMarketer attempted to answer during their latest market study. Perhaps 2013 is the time to rethink the inherent goal and objectives for maintaining a corporate branded website. Regardless, when potential customers search for online information during their buying cycle, they eventually arrive at a company's primary site. That being said, eMarketer believes that product marketers are typically spending more effort to engage with customers outside of their company website -- on Facebook and numerous other social media channels. Brand web pages are still a primary resource for people seeking information about products and the companies that m...

Recent findings from a survey of U.S. smartphone and tablet owners indicate that tablet ownership increases the frequency of mobile shopping, improves the purchase experience -- and makes people who own both devices use their smartphone more often. The study revealed that tablet ownership increases mobile purchase frequency, with owners of tablets (as well as smartphones) buying nearly twice as often as those who only have smartphones. Further, more than 40 percent of these “dual owners” made more than 20 mobile purchases over the past year. Nearly two-thirds of dual owners indicated higher overall spending due to their mobile purchasing activity. “Dual owners have the classic markings of early tech adopters, including skewing high-income and male,” says Todd Board, SVP of Ipsos OTX MediaCT . “That said, our study clearly suggests that owning both a smartphone and tablet can positively reinforce mobile shopping and spending habits.” “We are starting to see more retailers t...