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Digital Marketing Overview 2018


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Snapshots of the news, trends, changing consumer behavioural patterns, and innovations that shaped Digital Marketing in 2018.

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Digital Marketing Overview 2018

  2. 2. What happened in Digital Marketing in 2018 2018 was another exciting year for those involved in Digital Marketing. Spending on Digital Marketing eclipsed traditional Marketing methods for the first time. Meanwhile E-commerce sales have continued to accelerate and advances in Data Analytics and Machine Learning has meant Marketers have been more able to increasingly prove their effectiveness to CMO’s.
  3. 3. The Facts and Figures 1 in 5 51% 2/33.2 Billion people use social media. A 13% increase from 2017. Businesses believe a shortage of skills is hindering their digital growth. Of total US ad spend is now placed in digital marketing strategies. Of all digital spend was spent on mobile. A 30% increase year on year.
  4. 4. +50% 491m The IRISH Perspective 1/3 of the Irish adult population lack basic Digital skills. was spent in Ireland on Online advertising in 2017, with further increases expected by the end of 2018. of Irish businesses do not have a definitive Digital Marketing strategy.
  5. 5. 11 What Made The Headlines 1 3 2 After much fear and trepidation among data collectors, GDPR finally came into affect across the E.U legally forcing companies to acquire consent before retaining people’s personal data such as email addresses. Facebook went through a tumultuous year suffering scandals due to security breaches, fears about data privacy, and goverment investigations relating to the platforms role in influening goverment voting. Mark Zuckerberg’s fortune plummeted $15billion in 1 day. The shift towards the inhouse agency continued. 64% of corporations in America now have their own internal creative and digital agency citing cost reduction, faster turn-around on content creation, and the need for a closer grip on their brand.
  6. 6. Online Advertising Arena 52% of global searches start on Google’s search engine 52% of product searches begin on Amazon 48% of searches for content originate on Facebook In 2018, Amazon decided to seriously challenge the Google and Facebook Duopoly in Online Advertising. Due to their large command of the Online shopping space, they hope that selling targeted ad space much like Facebook can help them take a large slice of the market.
  7. 7. The Rise of Amazon Amazon is expected to capture 2.7% of the U.S. Online advertising market by the end of 2018, making it the fifth- largest digital ad player. By 2020, Amazon is predicted to jump to third place, overtaking Verizon Communication Inc.’s (VZ) Oath and Microsoft Corp. (MSFT), with $6.4 billion forecasted in digital ad sales in the U.S. 37.2% 19.6% 43.2%The Rest Facebook Google US Market Share 2018
  8. 8. Digital Marketing Spend 2018 In the first half of 2018, U.S. digital advertising spend jumped 23% to $49.5 billion last year, putting it on target to hit $100 billion by the end of the year for the first time, “
  9. 9. Digital Marketing Budget Allocation Trends Social Media Advertising Investment in social ads has continued in 2018 and budgets are expected to double by 2023. Constant iterations of their offering by Instagram, Facebook, Twitter, Linked In, and Snapchat have allowed them to reach the eyes and ears of consumers. Video Advertising In 2017, social video advertising spend jumped 130 percent compared to 2016. Video provides a more engaging platform and its message is easily consumed by the viewer. A greater share of marketing budgets continue to be pushed to video. Mar-tech (Marketing Technology) CMO’s are increasing their spend on technologies compared to staff . Almost 29% of expenditure is expected to be spent on Mar-tech by the end of 2018. Email Marketing, Artificial Intelligence, Online Content Management and Digital
  10. 10. The Convergence of Retail & E-commerce People still want to touch and feel a product. Companies like Walmart and Target are seeing success by moving much more in the direction of being omni-channel and encouraging Online shopping. Contrary to many predictions, retail stores aren’t dead yet. It seems the ones who do not mix Online and off- line however, are suffering. 53% of shopping experiences are now said to be influenced by Digital.
  11. 11. Delivering Great Cross Platform Experiences “I anticipate that—inline with the UK and US — we will start to see a move away from shopping centres and town centres and retailers that deliver on experience will win. In forecourt terms – experience could be as simple as good wifi, parking, seating and toilets but these will become the new minimums.” — Irish Convenience Store Owner “
  12. 12. Changing Consumer Behaviour Consumers are becoming more and more demanding. The micro moments brands share with their customers are becoming vital for new customer acquisition and retention.
  13. 13. Keeping Digital Consumers Happy Site Engagement Visitors to your website are more likely to stay on your site longer if it’s user friendly and aesthetically pleasing highlighting the value of UX design. Unique Content Captures Attention Due to the abundance of content generated every day, it is getting harder to get attention. Creating niche or hyper-focused content to is the best method of getting eyes on your brand. Convenience is Key Millennial consumers, quickly becoming the largest customer segment, want experiences that are short and sweet. They seek fast answers that are easy to find. Subscription Models Work Amazon Prime is performing above expectations in attracting new customers and gaining repeat business. This shows subscription models are a great way of growing consumer loyalty.
  14. 14. Consumer Insights that Matter Over 60% of searches now occur on mobile 62% of 24-35 year olds are influenced by social media when purchasing 69% of people find easy and free returns to be the most attractive proposition when buying Online 80% of people say they would stop doing business with a company because of a poor customer experience. 60% 62% 69% 80%
  17. 17. Presentation crafted and designed by: Kevin O ‘ Leary V i s u a l M a r k e t i n g
  18. 18. 2018/#15f219d33496 cerns-and-capability-performance/#21d6de2f1cd4 agencies-evolve/#1a7eade7661c REFERENCES