Task 1 for the Digital Marketing Academy

1. TASK 1
HOW CONSUMER'S USE
TECHNOLOGY & IT'S IMPACT
ON OUR LIVES
Evolution of Digital Marketing
Assignment 2
By Kristie Keppel

2. INTRODUCTION
Technology has empowered consumer's
Social Media has provided consumer's with a
larger voice & a vehicle for connection as
promoted by The KeenFolks (2022)
Companies need to adapt as technology
advances & consumer preferences evolve, as
discussed by TheKeenFolks (2022)
Fig 1. Nivens. S (2022). Close up image of business woman with
3D image. [Photograph]

3. ACCESS TO THE INTERNET
According to Kemp (2021) the number of new Internet users is 500,000 a day
Fig 2. Kemp. S (2021). Global Digital Statbites. [Chart]

4. ACCESS TO THE INTERNET
'Both fixed & mobile internet
speeds have increased
significantly since 2017, with
mobile increasing ahead of
Fixed at 59.5% (YOY)'.
(McKetta, 2022)
Investment in technology,
infrastructure, consumer
demand and innovation in
devices are driving increases
in internet speeds globally
Fig 3. McKetta.I (2022) Despite All Odds Global Internet Speeds
Continue Impressive Increase

5. DIGITAL DEVICES USED BY AUDIENCES
Fig 4. Fauxels (2022) Photo of person
using a laptop [Photograph]
Fig 5. Doomu(2022) Big Conceptual Smart
Watch [Photograph]
Fig 6. Nixon. R (2022) Woman holding
tablet [Photograph]
Fig 7. Rasulouvs (2022) Smart TV
[Photograph]
Fig 8. Kefkanedaski (2022) Game
Console [Photograph]
Fig 9. Mart Production (2022) Hand
holding iphone [Photograph]

6. HOW CUSTOMER'S SEARCH
FOR INFORMATION
Search Engines are the number 1
tool used
'Launched in 1998, Google
doesn't just lead search engine
market share, IT DOMINATES!
(Berry, 2020)
Fig 10. Berry.S (2020) 2020 Search Market Share:
5 hard truths about today's market [Chart]

7. HOW CUSTOMER'S SEARCH
FOR INFORMATION
Other channels used include
Email, Social Media, SMS &
Mobile Apps
'86% of women use Social
Media for Purchasing Advice &
over half made purchases as a
result.' (Digital Marketing
Institute, 2021)
Fig 11. Kun (2022) High Angle View Media Plan Social Media
[Photograph]

8. WHAT CONSUMERS BUY ONLINE
Variety Stores & Fashion are the top two purchased categories online by Aussie's
Home & Garden and Food & Liquor are growing at the highest rates
Fig 12. Utz. C (2022) Omnichannel retail: continuing challenges for ant-trust authorities. [Chart]

9. WHAT CONSUMERS BUY ONLINE
Taobao has monthly traffic of 600 million Chinese users according to Asia Pacific (2022).
Fig 13. Asia Pacific (2022) Selling on Taobao [Photograph]

10. ONLINE VIDEO CONSUMPTION
Live Video is Booming!
The rise in Video content is fuelling the
market for Video Production Accessories
argues Madwar (2021).
'34% of social video viewers watched
vlogs on YouTube at least once a month'
(Madwar, 2021)
Fig 14. Grivalds. K (2022) Woman with influencer vlog display in table. [Photograph]

11. ONLINE VIDEO CONSUMPTION
Social Media is contributing to a
rise in consumption of OLV through
the pushing of short-form videos,
which entertain & educate suggests
Madwar (2021).
The King of TikTok is Khaby Lame,
pictured on the right, with followers
of 146.8M and a net worth of
$13M, according to Boyd (2022).
Fig 15. Boyd. C (2022) Khaby Lame [Photograph]

12. CONSUMER TRENDS
Innovation in electronic devices & the
accessibility of these have facilitated purchase
& access to goods and services online like
never before
Of real significance has been advancement in
health & safety keeping us safer & allowing us
to live longer
Social Media has exploded with '54% of the
word's total population now using it' (Chaffey,
2022)
Fig 16. Cow. G (2022) Mini Google Smart Speaker [Photograph]

13. SUMMARY
Marketers need an Omnichannel strategy in 2022 to be successful
Given how impactful Influencers are becoming on consumer purchase behaviour an
Influencer Marketing Strategy has become an essential part of the Marketing Mix for
Marketers today
The advancement in technology has created significant opportunities for companies
and companies must adapt their Marketing Mix to be able to interact with consumers
Companies also need to be more price conscious today given how easy it is for
consumers to compare between retailers and in turn be more efficient with their
operations to keep costs at a minimum to facilitate this

14. REFERENCE LIST
Asia Pacific (2022) 'Selling on Taobao'. [Photograph]. in China Digital. Available at https://china-digital.com/services/selling-on-taobao/. [Accessed 25th of
July 2022].
Boyd. C (2022). 'Khaby Lame'. [Photograph] in Metro Biography. Available at: https://metrobiography.com/khaby-lame/ [Accessed 25th of July].
Berry. S (2020) '2020 Search market share: 5 hard truths about today's market' [Chart] in Webfx. Available at: https://www. webfx.com/blog/seo/2019-
search-market-share/. [Accessed 22nd of July]
Cow. G (2022). 'Mini Google Smart Speaker [Image] in Canva. Available at: https://canva.com. [Accessed 21st July 2022].
Chaffey. D (2022). 'Search engine Marketing Statistics 2022' [Chart] in Smart Insights. Available at: https://www.smartinsights.com/search-engine-
marketing/search-engine-statistics/. [Accessed 22nd of July]
Chaffey. D (2022). 'Search engine Marketing Statistics 2022' [Online] in Smart Insights. Available at: https://www.smartinsights.com/search-engine-
marketing/search-engine-statistics/. [Accessed 22nd of July]
Doomu (2022) 'Big conceptual smart phone' [Photograph] in Canva. Available at: https://canva.com. [Accessed 21st July 2022].
Fauxels (2022) 'Photo of person using a laptop' [Photograph] in Canva. Available at: https://canva.com. [Accessed 21st July 2022].
Kemp. S (2021). 'Global Digital Statbites'. [Online] Available at: https://datareportal.com/reports/global-digital-statbites-001. [Accessed 13th of July].
Kefkanedaski (2022). 'Game Console' [Online] Available at: https://canva.com. [Accessed 21st July 2022].
Kun. E (2022) 'High Angle View Media Plan Social Media' [Online] Available at: https://canva.com. [Accessed 21st July 2022].

15. REFERENCE LIST
Madwar. S (2021). '6 Online Video Trends You Should Know About in 2022'. [Online] in Uscreen.TV. Available at:
https://www.uscreen.tv/blog/video-trends/. Accessed 22nd of July].
Mart Productions (2022) 'Hand holding iphone' [Photograph] in Canva. Available at: https://canva.com. https://www.ookla.com/articles/world-
internet-speeds-july-2021. [Accessed 25th of July].
McKetta. I. (2022) 'Despite All Odds, Global Internet Speeds Continue Impressive Increase' [Chart] in Ookla. Available at:
https://www.ookla.com/articles/world-internet-speeds-july-2021.
Mohsin. M (2021) '10 Online Shopping Statistics You Need to Know in 2021'. [Online] in Oberlo. Available at: https://www.oberlo.com/blog/online-
shopping-statistics. [Accessed 22nd of July).
Nivens. S (2022). 'Close up image of businesswoman with 3D image'. [Photograph] in Getty Images. Available at:
https://www.gettyimages.com.au/photos/close-up-image-of-businesswoman-with-3d-image?
assettype=image&license=rf&alloweduse=availableforalluses&family=creative&phrase=Close%20up%20image%20of%20businesswoman%20with
%203D%20image&sort=mostpopular. [Accessed 21st of July 2022].
Nixon. R (2022). 'Woman holding tablet' [Photograph] in Canva. Available at: https://canva.com. [Accessed 21st July 2022].
Podrez. A (2022). 'Woman in sleeveless shirt' [Photograph] in Canva. Available at: https://canva.com. [Accessed 21st July 2022].
Rasulouvs (2022). 'Smart TV'. [Photograph] in Canva. Available at: Available at: https://canva.com. [Accessed 21st July 2022].
Roser. M. (2021). 'The Internet'. [Online] in Our World In Data. Available at: https://ourworldindata.org/internet. [Accessed 21st of July]

16. REFERENCE LIST
Thekeenfolks.com. (2022) 'The Impact of Technology on Consumer Behaviour'. [Online] in TheKeenFolks. Available at
https://thekeenfolks.com/projects/. [Accessed 21st of July].
Utz. C (2022) 'Omnichannel retail: continuing challenges for ant-trust authorities'. [Chart] in Lexology. Available
at:https://www.lexology.com/library/detail.aspx?g=a12c9864-b659-4580-ba1a-455b0e789f3b. [Accessed 22nd of July].
World Population Review [2022] 'Internet Users By Country'. [Online] Available at https://worldpopulationreview.com/country-rankings/internet-
users-by-country.[Accessed 21st of July].