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AN
OVERVIEW OF
DIGITAL MARKETING
IN 2018
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.
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.
+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.
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.
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.
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
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,
“
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
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.
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
“
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.
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.
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%
Key Areas To Look Out For in 2019
ARTIFICIAL
INTELLIGENCE
MACHINE
LEARNING
DATA
ANALYTICS
BLOCKCHAIN
PROGRAMMATIC
ADVERTISING
WITH ALL THIS IN MIND, HOW
WILL YOU MAKE YOUR DIGITAL
MARKETING STRATEGIES STAND
OUT NEXT YEAR?
Presentation crafted and designed by:
Kevin O ‘ Leary
V i s u a l M a r k e t i n g
https://www.forbes.com/sites/forbesagencycouncil/2018/07/17/mid-year-review-the-top-four-digital-marketing-strategies-of-
2018/#15f219d33496
https://www.adworld.ie/2018/05/18/survey-finds-many-irish-businesses-dont-digital-marketing-strategy/
https://www.adworld.ie/2018/05/01/big-trends-2018/
https://www.pwc.ie/publications/2018/retail-consumer-report-2018.pdf
https://www.siliconrepublic.com/companies/online-advertising-ireland
https://www.virginmedia.ie/pdf/business/Virgin-Media-Business-digital-Insights-Report-16feb2017.pdf
https://www.talenthub.ie/upskill-digital-marketing-2018/
https://research.hubspot.com/customer-acquisition-study
https://www.bordbia.ie/industry/manufacturers/insight/publications/bbreports/pages/marketingreports.aspx
https://www.emarketer.com/content/uk-digital-ad-spending-by-industry-2018
https://marketingland.com/report-digital-now-makes-up-51-of-us-ad-spending-248617
https://www.forbes.com/sites/christinemoorman/2018/08/28/digital-marketing-spend-roars-despite-weak-privacy-con-
cerns-and-capability-performance/#21d6de2f1cd4
https://www.investopedia.com/news/facebook-google-digital-ad-market-share-drops-amazon-climbs/#ixzz5Xu5IarkJ
https://blog.hootsuite.com/social-media-advertising-stats/
https://www.irishtimes.com/business/technology/republic-has-one-of-the-lowest-levels-of-basic-digital-skills-1.3500213
https://www.forbes.com/sites/willburns/2018/09/12/as-in-house-agencies-become-the-norm-the-opportunities-for-outside-
agencies-evolve/#1a7eade7661c
https://www.marketingdive.com/news/iab-digital-ad-spend-on-pace-to-hit-100b-for-first-time-in-2018/542170/
https://www.cnbc.com/2018/11/08/marketers-are-spending-more-on-technology-and-less-on-people.html
REFERENCES
THANK YOU FOR READING

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