Evolution of Digital Marketing

Interned has revolutionised not only communication, but our everyday lives. The time of using Internet has significantly increased over the past few years and show no signs of slowing down.

Nowadays Internet has more than 2.5 billion users worldwide and has revolutionised media consumption, accelerated user connection through instant messages, online forums and social networks and reshaped buying habits as well as traditional communications such as television, film and music. (Statista, 2019)

Consumers have access to Internet through different devices for example laptop, tablet or smart phone. Smart phone was the primary device for 77% of British adults in 2017, at the same time however, the usage of computers and tables showed decrease.  (Consumer Barometer, 2017)

(Hootsuite, 2019)

An interesting fact that, in 2018, 99% of British adults were internet users. (Office for National Statistics, 2018)

Consumers now can rate the products and services they have bought using online platforms or even create their own stories around a product or service to share, influencing one another.

Almost 70% of buying journey is now completed digitally! (Demerjian, S., 2019)

But consumers don’t buy only physical goods on the Internet. They also download contents such as music, e-book or film, and use online gaming platforms. Video games and mobile games are the largest segments in digital media and expected to show significant increase in the future.

This trend has led marketers to increase their digital marketing budget and advertise more on social media channels, involving social media influencers, share more video contents and use e-commerce.

E-commerce is particularly strong in China and the UK. (Wood, S., Ipsos, 2018)

The largest segment in the e-commerce market has been Fashion, followed by Electronics & Media and Toys, Hobbies & DIY. Even food & personal care retailers, which is currently the smallest group in e-commerce, have started to discover the potential in offering online grocery shopping to their customers. (Statista, 2019) Just think of Tesco or Sainsbury’s online shopping delivery service or Ocado, the world largest online grocery retailer. Ocado don’t have physical stores at all. They offer home delivery of groceries from warehouses.

(Statista, 2019)

Social media has made a huge impact on marketing since it’s the easiest way to target and reach millions of potential customers. Almost half of the social media users use these channels to search for and buy new products and services.

The two most effective ways to reach audience digitally today are: influencer marketing and video marketing.

In this year, 80% of marketers found influencer marketing effective. Influencer marketing has been growing rapidly in the recent years. (mediakix, 2019) Nowadays, there are platforms on the Internet that are specialised in finding top influencers of different brands, products or services, for example Apple influencers, health & fitness influences, travel influencers and so on.

(mediakix, 2019)

In case of video marketing, more than 80% of marketers reported that video marketing has been more and more important. (Carter, J., 2019) Half of the customers reported that they got engaged with a brand after watching a video on social media, and another 50% of consumers find it important to see a video before purchasing a product. (Brightcove, 2018) The vast majority of video contents are published on social media channels and YouTube. (Carter, J. 2018) An impressive 93% of marketers reported that they gained new customers thanks to social media video advertising. (Carter, J. 2019) In 2019 more than half of the marketers are planning to increase their budget on video marketing in the next 12 months. Video contents, however, are used on other platforms such as landing pages or in emails. (Carter, J. 2019)

(Hootsuite, 2019)

To sum up, Internet has revolutionised not only our everyday lives, but marketing as well. Today, it is crucial for a business to utilise digital marketing techniques and channels to reach potential customers and gain audience.

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Brightcove (2018) ‘New Research from Brightcove Finds Video Content Impacts Product and Service Purchases, Particularly by Millennial Consumers’ [Online] Available at: https://www.brightcove.com/en/company/press/new-research-brightcove-finds-video-content-impacts-product-and-service-purchases-particularly-  [Accessed 07 April 2019]

Carter, J. (2018) ‘Video content for marketing is more important than ever’ [Online] Available at: https://www.smartinsights.com/digital-marketing-platforms/video-marketing/video-content-marketing-more-important/  [Accessed 07 April 2019]

Carter, J. (2019) ‘Video marketing statistics to know for 2019’ [Online] Available at: https://www.smartinsights.com/digital-marketing-platforms/video-marketing/video-marketing-statistics-to-know/  [Accessed 07 April 2019]

Consumer Barometer (2017) ‘Which, if any, of the following devices do you currently use?’ [Online] Available at: https://www.consumerbarometer.com/en/graph-builder/?question=M1&filter=country:united_kingdom [Accessed 05 April 2019]

Demerjian, S., (2019) (2019) ‘Understanding Buyer Motivation: Getting More of Your Ecommerce Customers to Checkout’ [Online] Available at: https://www.bigcommerce.com/blog/buyer-motivation/#4-ways-to-look-for-buyer-motives [Accessed 04 April 2019]

Mediakix (2019) ‘Influencer Marketing 2019: Key Statistics From Our Influencer Marketing Survey’ [Online] Available at: http://mediakix.com/influencer-marketing-industry-statistics-survey-benchmarks/#gs.3zxgy1 [Accessed 06 April 2019]

Office for National Statistics (2018) ‘Internet users, UK: 2018’ [Online] Available at: https://www.ons.gov.uk/businessindustryandtrade/itandinternetindustry/bulletins/internetusers/2018 [Accessed 04 April 2019]

Statista (2019) ‘E-commerce’ [Online] Available at: https://www.statista.com/outlook/243/100/ecommerce/worldwide?currency=gbp [Accessed 05 April 2019]

Statista (2019) ‘Internet – Statistics and Market Data about the Internet’ [Online] Available at: https://www.statista.com/markets/424/internet/ [Accessed 04 April 2019]

Wood, S. Ipsos (2018) ‘The Evolution of Shopper Behaviour’ [Online] Available at: https://www.ipsos.com/sites/default/files/ct/publication/documents/2018-05/ipsos-views-evolution-of-shopper-behaviour-2018.pdf [Accessed 04 April 2019]