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Digital Revolution

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Digital Revolution

  1. 1. DIGITAL MARKETING DIGITAL REVOLUTION This Photo by Unknown Author is licensed under CC BY-NC-ND
  2. 2. DIGITAL REVOLUTION INTRODUCTION • The Digital Revolution has opened up new opportunities to boost the economy and empower costumers as never before. Access to information and content is potentially on offer at any time, anywhere and on any device. • Digital technologies are part of many people’s lives in Europe and other advanced economies and are represented by a complex combination of software, hardware, social networks and Internet access. • The Digital Revolution began between the late 1950’s and 1970’s with the development of technology from mechanical and analog to digital. Starting with governments, military forces and organization using computers, to computers for personal use for household, computer production to films, ATMs to banks to the 21st century when the internet was made available to the public when the cell phones were a common possession, the Digital Revolution has resulted in a broad social impacts and lifestyle changes. This Photo by Unknown Author is licensed
  3. 3. DIGITAL REVOLUTION INTRODUCTION • The Digital Revolution has changed people lives , bringing both positive and negative aspects. The technological environment is shaping our destiny, with its wonders ( robotic surgery, antibiotics, smartphones and internet) ant its horrors (nuclear missiles and assault rifles). • Countries , companies, social organizations and families are enhancing their use of technology hoping it will help them stay competitive in the race to the future. • Technology is everywhere, it is there when we do our shopping, when we buy books, book holidays, when we stay in touch with family and friends and listen to the music we like. • The development of Digital Technologies has massively affected the world of communication with most businesses depending on technology for communication. Communication is easier and more dynamic and allows small businesses to better compete with larger organizations.
  4. 4. DIGITAL REVOLUTION INTRODUCTION • As already stated technology make it easier to stay in touch but too many people are now questioning if the technology make us lonely. And if this true is rely the technology to blame or is only time to find a balance and use the technology and proficient way but still focus on people and face to face conversations? [available online] accessed 18.06.2018 • Part of the older generation rejects digital technologies due to fears and concerns; the fear of social isolation, of cyberbullying and the lack of confidence in how to use online tools are amongst the main reason with the strong sense of social responsibility being at the top. • Internet plays a pivotal role in the way with connect with each other; taking the internet from desktop to mobile devices allows people around the world to connect, to shop online, search for discounts, compare products, find events that appeal to them and their location in effective time without disrupting the every day life. [available online] accessed 18.06.2018 - S A
  5. 5. DIGITAL REVOLUTION ACCESS TO INTERNET • October 29th 1969 the first message was sent between two distant ARPANET computers; 20 years later March 1989 Tim Bernes-Lee invented the World Wide Web a system for posting and accessing information. The Internet was popularised with the launch of MOSAIC in April 1993, was the first time when the internet was taken out from the lab into the home. • “Internet is mostly about communication and access to information. The Internet and the World Wide Web serve as a substrate and technical basis for personal communication and access to information.” ( James E. McClellan lll, Harold Dom, 2015) • People around the glob have instant access to Internet. With a click of mouse information are available instantaneously. With computers and new mobile devices the Internet has become a platform for entertainment of every variety : music , video gaming and all kinds of video clips are available to be accessed at any time. - N C - S A
  6. 6. DIGITAL REVOLUTION ACCESS TO INTERNET • The social life to a certain degree has been transferred to the Web. Applications such as Facebook (connections between families, friends and communities), Twitter, Skype (for instantaneous face-to-face communication), Instagram and Snapchat ( new ways to share our lives with others), dating sites ( bring people together),YouTube, Tumblr and Reddit ( used as sources of information for schools or other referencing process) • The internet has also emerged as a new global marketplace and has definitely changed the way to run a business. Has made the whole world a single marketplace and offers businesses huge opportunities for international growth. C - N D
  7. 7. DIGITAL REVOLUTION ACCESS TO INTERNET • The Internet has become pervasive in many aspects of people’s lives. Internet usage continues to grow across all age groups with the Internet youngest users feeling more at home in the cyberspace . How frequently one uses the Internet for different activities varies by age. Younger users are more likely to pay bills online, budget personal finances, check news and instant messaging. • Sending and receiving e-mails, travel plans, finding medical advice are done about the same percentage in all age groups. • Based on the demographics factors was found that the daily Internet use can vary; man are more likely to use the Internet than women and the rural dwellers less likely than suburbans and urbans.
  8. 8. DIGITAL REVOLUTION ACCESS TO INTERNET UK Internet penetration continues to raise with London and the South East of UK having the highest internet access. Access to Internet varies depending oh household composition; 98% of households with children had an internet connection in 2017. India has a very low internet penetration with the language being the key barrier in adopting more online services. Nearly 70% of Indians consider English digital content not reliable. Nearly one in five Indians are unbanked and those who have an account are worried of online frauds.
  9. 9. DIGITAL REVOLUTION DIGITAL DEVICES • Today any device can be web-enabled once equipped with appropriate connectivity(WiFi,3G,4G). Connectivity to a device is easier and cheaper due to Android expansion and lower cost of hardware components. • Desktop computers are for many people the most obvious way to access the internet. The mobile browsing emerged with limited capabilities of mobile operating system, currently there are touch operating mobile browsers that offer experiences comparable to desktop browsing. Tablets, Smart TVs, Game Consoles, Wristwatches, Ebook Readers, Digital Cameras, Cars, Home Appliances, Smart Glasses are all devices web-enabled that allows people to access websites.
  10. 10. DIGITAL REVOLUTION DIGITAL DEVICES • SMARTPHONES are becoming an essential tool for navigating daily life. There is a growing reliance on smartphones as mobile internet becomes more accessible and the smartphone is able to fulfil the role of various other devices. • The use of smartphones has increased between adults people, as they are more likely to use a mobile phone than a computer. There has been also an increase in people going online via tablets and streaming media players. 71% 62%62% 66% 2015 2017 computer smartphone 45% 49% 5% 9% 2015 2017 tablets streaming media players
  11. 11. DIGITAL REVOLUTION DIGITAL DEVICES • Although the smartphone is valued for its flexibility there are certain activities people prefer not to do on a smartphone such as watching the TV or doing homework. • Perceptions, beliefs and attitudes are character variables that might influence online behaviour and shape the individual’s intention to use the internet
  12. 12. DIGITAL REVOLUTION DIGITAL DEVICES The new 2018 GLOBAL DIGITAL suite of reports from WE ARE SOCIAL and HOTSUITE reveals that Smartphones are the preferred choice for going online, accounting for greater share of web traffic than all other digital devices combined. People now spend 7 times longer using mobile apps than mobile web browser, with almost 1 million people staring using social media every year, 11 new users every second. Mobile data connection are getting faster over the world bur there are still significant differences in mobile connection speed over the world; mobile connection speed increased by more than 30% over the past year.
  13. 13. DIGITAL REVOLUTION DEGITAL DEVICES number of internet users number of social media users number of mobile phone users total population 2017 2018 3.773 4.021 2.789 3.196 4.917 5.135 7.476 7.593 2017-2018 GLOBAL DIGITAL REPORTS FROM WE ARE SOCIAL AND HOOTSUITE ( NUMBERS OF USERS IN BILLIONS) number of internet users number of social media users number of mobile phone users total population
  14. 14. DIGITAL REVOLUTIN CONSUMER SEARCH FOR INFORMATION • Out shopping or on vacation people are looking for shops, restaurants or things to do near them. • Consumers use Google’s Product Search to choose and buy a product based on availability, distance and price. • The degree to which avail themselves to information via internet before making a purchase is astounding. As the digital word evolves, the consumer path-purchase has become anything but straightforward. (Fulgoni 2014) • Mobile devices facilitates the interaction with products in physical stores; Showrooming is becoming very popular-shoppers visit the store to touch and feel actual products but they complete the path-purchase buying online • The internet is a disruptive technological and its impact on retailing has been profound and as a result many businesses are changing the channel they use to sale their goods and services. .(Chaffey and Chadwick 2016)
  15. 15. DIGITAL REVOLUTION CONSUMER SEARCH FOR INFORMATION • Britain is addicted to internet with 99% of young Britons aged 16-35 being internet users. However more than 1 million people in Britain are excluded or face challenges in engaging in normal online activities because they live in remote rural areas not linked with high speed broadband as found by the Oxford Internet Institute with the dot.rural RCUK Digital Economy Research Hub at the university of Aberdeen in The Study “Two Speed Britain: Rural Internet Uses” • The Consumer Barometer Survey 2014/2015 states that 58% of shoppers firs become aware of the product they want to buy whikle conducting research online via websites or apps; 55% compare their choices online. • Places such as Guatemala, Honduras, Nicaragua, Senegal, El Savador, Mali, Ghana have a user penetration rate of less than 20% due to a lack of infrastructure. • Romania rival s Japan and South Korea which are the front-runners in global internet speed. The International Telecommunications Union report says that Romania’s fast internet can be attributed to the unique phenomenon of neighborhood.
  16. 16. DIGITAL REVOLUTION CONSUMER SEARC FOR INFORMATION The report “ Digital in 2017” a joint annual effort by Hootsuite( platform for managing social media) and We Are Social ( social media agency) shows that more than 3 in 4 Singaporeans now use social media. About 67% of the households in Colombia have access to the internet with 26 % using the internet for transactions and 22% for knowledge. Of the residents with no access to internet 48% can’t afford while 26% do not consider it necessary .
  17. 17. DIGITAL REVOLUTION CONSUMER BUYING ONLINE • Amazon is considered the giant of online shopping; Amazon has evolved from a small bookstore to a mammoth internet presence. eBay has grown into the world largest auction site and Etsy promotes talented artisans from around the world. is mostly centered on home goods and women’s apparels. Zappos originally started with only shoes but now the site offers all sorts of items. These are few of most popular and visited shopping sites. Shopping online is constantly increasing, more and more people enjoy the convenience of shopping online taking advantages of bargains and discounts from favourite brock –and -mortar stores or from stores that exist solely online. • Researches from Cowen and Company are done on monthly basis on 2500 US consumers to identify what people are buying online. With the books remaining the most popular category for Amazon in February 2015 there was an increase in sales in Cosmetics and Fragrance, Vitamins and food supplements, Personal Care Products, Electronics and different other items.
  18. 18. DIGITAL REVOLUTION CONSUMER BUYING ONLINE • Many of us are turning to the online space and digital platforms to conduct research about products and services prior to making a purchase decision. • People are willing to pay for : a) security b) admiration, acceptance and approval c) for more time d) escapes e) pleasure f) chances to exercise the passion g) money • There is an app for everything, people can search and buy products and services at any time and anywhere. • The SitOrSquat is a bathroom finder application for iPhone and other devices indexes. The app is supported by Charmin and American most popular toilet paper and includes nearly 100 000public restrooms geolocated and rated for cleanliness. The App works at its best in New York but there cities like Helsinky with only four loos listed. ( The New Rules of Marketing & PR, David Meerman Scott, fourth edition-2013, page 241)
  19. 19. DIGITAL REVOLUTION CONSUMER BUYING ONLINE • This is Money is a Free App to help cut costs and switch to a best deal in choosing the best Energy Provider. There are also Apps to help save time and money such as Splitwise to split bills and keep track of who’s paid what ( for group holiday makers, when going out for drinks and food with different people), Triplog an automatic mileage app that enables people to track their mileage, expenses and show the route on a map( a great tool for those who drive a company car a need write reports), CubeAnywhere aimed at the business orientated crowd- the App gives the ability to keep track of different projects and cost involved with useful charts.
  20. 20. DIGITAL REVOLTUION ONLINE VIDEOCONSUMPTION • Every second, a million minutes or almost 17,000 hours will cross the network by 2021 according to Cisco. • The amount of video will move across the internet ,in just one second , could require 2 years of someone’s life, 2 years of doing nothing including sleeping. • The amount of video used is staggering and defines the way brands communicates with costumers and how we communicate with one another. • Animoto, an online video building platform believes that we shifted to a “ video first” world. • Consumer want to watch but also produce video- VIDEO FIRST • Square videos grow in popularity and get more engagement then horizontal video according to Animoto –video marketing creates stronger costumer engagements.
  21. 21. DIGITAL REVOLUTION ONLINE VIDEO CONSUMPTION • The evolution of video marketing continues , consumers can step into the real world view and the fantastical experience that brands are creating. • Projection Mapping technique used in EXPERIANTIAL MARKETING , is a technique that aims t dissolve the boundaries between the two worlds fantasy and reality. With Projection Mapping a video is projected onto a 3D surface ; the technique is being used in product launches, opening events, industry conferences and anywhere brands want to enthrall a captive audience. • Live Video Streaming; Facebook Live, BeLive and Zoom are apps for beginners that make live streaming 100% accessible for every type of marketer. Is considered to be an excellent way to connect with the costumers and to express the more human side of the brand. Amstel Radler’s live video is the first consumer-led streaming on Facebook, OBS Studio and Wirecast are apps used by more experienced videographers. • VR Video Marketing remains a largely unchartered , some steps have been taken by a few global brands such as Tesco and Heineken. With the VR, marketers have to convince their audience to put a pair of glasses in order to step into the project environment. • 360 Video –an immersive technology with 360 degree video content where the consumer can control the content when viewing. The 360 degree vide are likely to become and important tool for engagement; Google has run its own test with 360- the click through rates are higher however is not readily viewed as a standard video content.
  22. 22. DIGITAL REVOLUTION ONLINE VIDEO CONSUMPTION • 50% of the global viewership on YouTube come from mobile devices with millennials being more focused while watching video on mobile then while viewing them on TV. • A research done by Ipsos MediaCT shows that: -people who view video in their phone are more likely to watch adds as those who view videos on desktop computer or television. -the choice to skip and ad is important to the mobile users but is better for the brands trying to reach them too • Consumers are reaching for their phones to look for answers and increasingly to watch videos. • People use different screens for different reasons, including the type of video content. One in three adults between ages 18 and 54 use their smartphone as their primary device for watching online video.
  23. 23. DIGITAL EVOLUTION ONLINE VIDEO CONSUMPTION “ Ten years ago, most of what people experienced online was text. Now it’s photo . Soon more and more of it will be videos” says Fidju Simo, Facebook’s director of products. • 2014 Uk adults spent an average of two hours and 10 minutes browsing on their computer against one hour and 13 minutes on their mobile; According to eMarketers , UK adults spend one hour and 59 minutes on their mobiles. There has been an increase which is predicted to continue as per eMarketers with a mobile surfing time of two hours and 14 minutes by 2019. • The increase in digital video viewing along with an increase usage of messaging apps have impacted the digital consumption behaviour. • As predicted video viewing will help smartphones to pass computers for the first time this year as the preferred way to access the web • People are more connected than ever with increases access across many devices , especially smartphones. • learns that UK adults are watching video five times more on their smartphones than they did five yeas ago. The leading format is short form video with 17% of smartphone owners watch short videos or live posts or stories at least once a day and a further 23% do so at least once a week. • Long form video consumption is growing stronger but remains less frequent with a large base of smartphone owners who have never watched TV programmes on their smartphones. • Smartphone still not the screen of choice as it is likely to remain a fall-back option; among all age groups the TV remains the preferred device for consuming long form Tv and video contentes.
  24. 24. DIGITAL REVOLUTION CONSUMER TRENDS Most users have both a smartphone and a computer in their home. Computer are used fore more complicated projects or work, to watch long TV contents and video. Since 2015 has been notice a slow decrease in computer usage due to an increased smartphones and tablets performance. • . The smartphone is becoming the centre of our lives. Primary used for either call or send a text but over the years the usage of the smartphones has increased along with its multi-purpose usage ( photos, directions, shopping, games, articles, music, research, online video, email and social media)
  25. 25. DIGITAL REVOLUTION CONSUMER TRENDS • Technology has increased the numbers of ways people can connect with brands; as the world changes is very important for business owners to shift trends based on consumer behaviour. • A recent report from GlobalWebIndex (GBI) explore the popular millennial audience and reveals information on demographics, brands attitude and perceptions that make this consumers unique. • Having internet access is common among all age groups but millennial consumers are more likely to use there mobiles to access the internet. According to GWI 68% of millennials chose their mobile as their most important device, with only 16% for laptop and 14% for desktop. • Millennials use search engine to connect with brands and find information. • Social media channels are the main sources for news, opinis and debate. • Social networks are highly impactful for purchasing decision, 44% of millennials are using platforms as such Pinterest and Instagram to research products and services. • Millennials check their social media feeds more than news pages, they prefer reading news from friends than waiting for reports from television and radio. • Millennial want to interact with products and services they buy; they follow brand on Facebook, Tweeter feeds and Instagram accounts. Social media bring costumers closer to their favourite brands and make business owners to re-think their strategies.
  26. 26. DIGITAL REVOLUTION SUMMARY • This is a digital revolution and the pace of change is unprecedented. As technology continues to advance the progress of other technologies continues to advance and so on so on. • There are predictions for a fourth digital revolution to occur due to emerging technologies. Tech giants like Google, Facebook and Apple invest in AI: Facebook has successfully created technologies to identify people’s faces and robotic butlers are delivering rom service around the world. Every job in industry will be impacted by machine learning. Ai and machine learning will be embedded into every day things like appliances, cars, sensors and drones. • While digital transformation presents enormous opportunity for businesses to growth it also present a greater risk for cybercrime with an effective enterprise security to be more critical then ever. • Organisations are connecting across industries to form DIGITAL ECOSYSTEMS; businesses will transcend geography, industry and language to create exponentially more opportunities for digital enterprises. • Over the coming years the digital leader will embrace a costumer-centric operation- 2009 Uber history of disrupting the entire market with the Uber’s costumer- centric approach playing a great role in the company’s success. We are witnessing disruptive innovations and the possibilities for applications are unlimited.
  27. 27. DIGITAL REVOLUTION REFERENCES • [ available online ] accessed 17.06.2018 • (Aliksej Heinze and all; Digital and Social Media Marketing / A Result-Driven Approach,2017, Routledge Taylor & Francis Group) • ( Kottler and Armstrong; Principle of Marketing-Pearson , Seventeen Edition, 2017) • ( [ available online] accessed 17.06.2018 • ( [ available online] accessed 17.06.2018 • [ available online] accessed 18.06.2108 • [[available online] accessed 18.06.2018 • [ available online] accessed 18.06.2018 • [ available online] accessed 19.06.2018 • ( James E. McClellan lll, Harold Dom; Science and Technology in World History, Johns Hopkins University Press, 2015) • [ available online] accessed 23.06.2018 • [available online] accessed 23.06.2018 • [available online] accessed 23.06.2018 • +adults&cc=GB&setlang=en-GB&PC=ASTS&nclid=9B0E8D0E2763C637C73DB42AFD1BF9E8&ts=1530647253734 [available online ] accessed 23.06.2018 • [available online] accessed 02.07.2018
  28. 28. DIGITAL REVOLUTION REFERENCES • [available online] accessed 25.06.2018 • [available online] accessed 25.06.2018 •'s_Path-to- Purchase_How_Digital_Has_Transformed_the_Way_People_Make_Purchasing_Decisions [available online] accessed 25.06.2018 • ( Digital Marketing/ Strategy, Implementation and Practice – Dave Chaffey and Fiona Ellis-Chadwick, 2016 –sixth edition, Person Education Limited) • [available online] accessed 25.06.2018 • [available online] accessed 25.06.2018 • [ available online] accessed 25.06.2018 • [available online] accessed 25.06.2018 • [ available online] accessed 25.06.2018 • (The New Rules Of Marketing & PR , David Meerman Scott, fourth edition,- John Wiley & Sons 2013) • [available online] accessed 27.06.2018 • [available online] accessed 2.07.2018 • [available online] 𝑎𝑐𝑐𝑒𝑠𝑠𝑒𝑑 02.07.2018 • [available online] accessed 02.07.2018 • [available online] accessed 02.07.2018 • [available online] accessed 07.07.2018