Digital technology has impacted the lives on consumers and businesses around the world. This presentation explores the use of technology and its impact on lives.

1. The Evolution Of Digital
Marketing Part 2
Serina Gill
Postgraduate Diploma Course in Digital Marketing
Student Number: 76263284

2. Introduction
 Since the introduction of ‘the internet’ followed by a widespread
explosion of wireless communication, humankind is now almost
entirely connected according to Professor Manuel Castell (Castell,
2014)
 Digital marketing has become a necessity for almost all companies
and organisations globally.
 As the access to the internet becomes easier, the range of digital
devices increases, the usage and reliance also shifts based on trends
(Flores, 2014).

3. Access to the
internet
• Access and usage of the internet in general is a rapidly and
exponentially growing source and activity.
• Companies are using the internet to build closer relationships with
customers and marketing partners.
• This globally accessible service is now a platform for selling,
communicating, learning and more (Kotler et al., 2012).
Image Source:
Pexels, 2018

4. Access to the
internet
 Number of internet users in 2017 | 3.58billion (Statista.com), this
equates to roughly 42% of the global population (Moth, 2014)
 Developing countries have had a higher increase in the number of
users in comparison to less developed countries or those who have
experienced hardship in their regions over the last few years.
 Average global internet connection speed has increased from 2 Mbps
in 2011 to 7.2 Mbps in 2017 (Statista, 2018)
 Education is also associated with internet usage. According to the Pew
Research Center, out of the nations who qualified to be surveyed, those
with a secondary education or higher were more likely to access the
internet than those with less than a secondary degree. (Pew Research
Center, 2015)

5. Number of internet
users from 2005 -
2017
(Statista.com, 2018)

6. Number of internet
users from 2000
compared to 2014
byWorld Region
(Statista, 2018)

7. Average global internet
connection speed from
1st quarter 2011 to 1st
quarter 2017 (in Mbps)
(Statista, 2018)

8. Digital Devices
Used By
Audiences
• The modernisation of countries has allowed for an increased
number of devices available to access the internet. (Statista,
2018).
• From smartphones to tablets, watches to laptops, the options
are continuously increasing.

9. Digital Devices
Used By
Audiences
 According to hostingfacts.com, there are more mobile internet users than
desktop internet users (Stevens, 2017).
 92% of the British population use phones, and of these, 77% use
smartphones (Consumer Barometer With Google, 2018).
 Computers are still the preferred method of accessing the internet in the
UK at 74% in comparison to tablet users at 53% (Consumer Barometer
With Google, 2018).
Image Source:
Pexels, 2018

10. Digital Devices
Used By
Audiences
 With the UK being classed as a developing country, the statistics in comparison
to a less developed country such as Nigeria have significant differences.
 98% of the Nigerian population use phones, and of these, 56% use smartphones
(Consumer Barometer With Google, 2018).
 Only 23% of the population use computers and 9% of the population use
tablets (Consumer Barometer With Google, 2018).
 According to Pew Research Center, internet access differs substantially across
the 32 emerging and developing countries polled, with the lowest rates of
internet use in South Asian and sub-Saharan African nations (Pew Research
Center, 2015).
 This in turn, effects the devices being used with smartphones becoming a
cheaper and more accessible device to access the internet versus a computer.

11. Internet use on the
go by device,
2013 to 2017,
Great Britain
(OfficeForNational
Statistics,2017)

12. How Customers
Search For
Information
• Customers can learn about, design, order and pay for
products and services from the comfort of their home,
through the internet (Kotler et al.,2012). It is this
convenience in a world that is forever short for time
that is becoming more and more attractive.
Image Source:
Pexels, 2018

13. How Customers
Search For
Information
 Out of the 1.24 billion websites in the world, Google is the
world’s most visited, followed by YouTube and Facebook
(Stevens, 2017).
 A great success for any brand is to become identified with the
product category (Kotler et al., 2012) google has done just this
by people often referring to needing to search something online
as ‘google it’ rather than ‘search for it on the web’
 Google uses site speed as it’s ranking factor, and whilst 51.8%
of all internet traffic comes from bots, only 48.2 percent of
internet traffic comes from humans (Stevens, 2017).

14. InJanuary2015,theLocalSearch
Association(anot-for-profittrade
associationcomprisedofmembers
thatincludeGoogle,Yelp,Yahoo
andYP),askedmorethan2,000
consumers.
(Burstein,2015)

15. What
Consumers Buy
Online
 Engel’s Laws are based on changes in major economoic variables such as
income, cost of living, interest rates and savings which in turn, have a large
impact on spending in the marketplace (Kotler et al., 2012).
 According to the Office for National Statistics, in 2017 alone in the UK,
77% of adults had bought goods or services online in the last 12 months.
(Office For National Statistics, 2017)
Image Source:
Pexels, 2018

16. What
Consumers Buy
Online
 The following facts have been taken from hostingfacts.com (Stevens, 2017)
 The E-commerce industry is responsible for approximately $2 trillion in
annual sales
 The internet has fast become a more cost effective way of selling, with zero
physical store rental costs and people spending an average of 5 hours per
week shopping online.
 55 percent of ecommerce sales occur in branded stores while only 45
percent of sales occur through marketplaces.
 Of the sales that occur through online marketplaces, Amazon is responsible
for about 80 percent of sales.

17. Products bought or
ordered overthe internet
from outside the UK by
age group, 2017 in Great
Britain
(OfficeForNationalStatistics,2017)

18. What Consumers
Buy Online
• According to a finding based on a survey of over 1000 US
consumers that have shopped online within the last year, 92% of
consumers visit a brand’s website to do something other than
make a purchase (Gilliland, 2018).
• The report also states that 45% of consumers merely research a
product or service on their first visit, while 26% head to a site to
compare prices.

19. OnlineVideo
Consumption
3 Interesting YouTube Facts:
• 300 hours of video are uploaded to YouTube every minute!
• Almost 5 billion videos are watched on Youtube every single
day.
• You can navigate YouTube in a total of 76 different languages
(covering 95% of the Internet population).
(Fortune Lords, 2018)

20. OnlineVideo
Consumption
 Zenith is a world renowned ROI agency
which carries out a number of studies and
research in media and marketing
producing globally referenced reports.
 Prediction = consumers will spend an
average of 47.4 minutes a day watching
videos online in 2017, with a 20%
increase from 39.6 minutes in 2016
(WARC, 2017)
 Expectation = 35% increase in viewing on
mobile devices (smartphones and tablets)
to 28.8 minutes a day (WARC, 2017)
Image Source:
Pexels, 2018

21. OnlineVideo
Consumption
 The following statistics have been taken from research conducted by the
online advertising agency Wordstream
 82% of Twitter users watch video content on Twitter
 YouTube has over a billion users, almost one-third of total internet users.
 45% of people watch more than an hour of Facebook or YouTube videos
a week.
 More than 500 million hours of videos are watched on YouTube each
day.
 More video content is uploaded in 30 days than the major U.S. television
networks have created in 30 years.
 87% of online marketers use video content
(Lister, 2018)
 6 out of 10 people prefer online video platforms to live TV (O’Neil-Hart
& Blumenstein, 2016)

22. The Rise Of Mobile
Video By Device
Type (Lister, 2018)

23. Consumer
Trends
The importance of research and adapting in line with
consumer trends is evident through the case study on Barclay’s
Bank
Barclays Bank’s customer usage of its banking app ‘Pingit’
has grown substantially in the last few years (Deloitte:
Building Your DNA, 2014) which is a reflection of the 600
staff members who have received digital training.
As a result, they are aligning their digital services with
consumer trends further by adapting their working
environment, employee image and retail fronts

24. Consumer
Trends
 The concept of Neuromarketing and the use of neuromarketing
technology is use to improve marketing decision making in attempt to
help understand why consumers act the way they do (Kotler et al., 2012)
• Image: Stimulus-response model of buyer behaviour (Kotler et al.,
2012).

25. Consumer
Trends
 Data about online consumer purchasing behavior help companies define
their online retail strategies
 The 5 topics covered in this presentation all contribute the analysis of
consumer trends which in turn, influence company’s decisions in how the
sell and market their products and services best suited to their target
audience
 Forecasts are more likely to be reliable if they are based on the behavior
of online consumers, rather than consumers’ stated intentions
(Lohse, Bellman & Johnson, 2000)

26. Summary
 It is evident from the statistics presented that consumers use of technology
has drastically impacted their lives in many levels.
 With demand comes an increase in need and companies are now heavily
invested into online consumer research.
 There are pro’s and cons to any situation – some will argue the benefits of
instantly accessible information don’t outweigh the negatives of less face to
face social interaction as a result of the time spent ‘online’, others will
argue that the internet has allowed us to achieve recent medical
breakthroughs.
 Understanding and continuously analysing each of the topics in this
presentation are crucial to any business

27. Reference List
 Anderson, M. & Perrin, A (2017) Pew Research Center's Global Attitudes Project.
2015. Communications Technology in Emerging and Developing Nations | Pew Research
Center. [ONLINE] Available at: http://www.pewglobal.org/2015/03/19/1-communications-
technology-in-emerging-and-developing-nations/. [Accessed 24 January 2018].
 Burstein, D. (2015). Local Marketing Chart: How do customers search for products and
services? | MarketingSherpa. [ONLINE] Available
at: https://www.marketingsherpa.com/article/chart/how-customers-search. [Accessed 24
January 2018].
 Consumer Barometer. 2018. Consumer Barometer. [ONLINE] Available
at: https://www.consumerbarometer.com/en/graph-
builder/?question=M1&filter=country:united_kingdom. [Accessed 24 January 2018].
 Deloitte: Building Your DNA. (2014). 1st ed. [ebook] London: The Creative Studio, p.22.
Available at:
http://www.deloitte.co.uk/digitalleadershub/assets/files/38067A_DigitalPaper_mm17.pdf
[Accessed 26 Jan. 2018].
 Digital Marketing Education. 2018. Youtube Statistics - 2018. [ONLINE] Available
at: https://fortunelords.com/youtube-statistics/. [Accessed 24 January 2018].
 Flores, L., 2014. How To Measure Digital Marketing. 1st ed. UK: Palgrave Macmillan.
 Gilliland, N. (2018). The best digital marketing stats we’ve seen this week | Econsultancy.
[ONLINE] Available at: https://econsultancy.com/blog/69707-the-best-digital-marketing-
stats-we-ve-seen-this-week-5/. [Accessed 24 January 2018].

28. Reference List
 Internet access – households and individuals - Office for National Statistics. 2017. Internet
access – households and individuals - Office for National Statistics. [ONLINE] Available
at: https://www.ons.gov.uk/peoplepopulationandcommunity/householdcharacteristics/homeintern
etandsocialmediausage/bulletins/internetaccesshouseholdsandindividuals/2017. [Accessed 24
January 2018].
 Kotler, P., Armstrong, G., Wong, V., Saunders., (2012) Principles of Marketing. Fifth Edition.
Essex. Pearson Education Limited
 Lister, M. (2018)| WordStream. 2018. 37 Staggering Video Marketing Statistics for 2018 |
WordStream. [ONLINE] Available at: https://www.wordstream.com/blog/ws/2017/03/08/video-
marketing-statistics. [Accessed 24 January 2018].
 Lohse, G.L., Bellman, S., Johnson, E.J.(2000). Consumer buying behavior on the Internet:
Findings from panel data - ScienceDirect. [ONLINE] Available
at: http://www.sciencedirect.com/science/article/pii/S1094996800701964. [Accessed 24 January
2018].
 Manuel Castells. (2018) The Impact of the Internet on Society: A Global Perspective - MIT
Technology Review. Available at: https://www.technologyreview.com/s/530566/the-impact-of-
the-internet-on-society-a-global-perspective/. [Accessed 24 January 2018].
 Mobile devices lift online video viewing by 20% | WARC. 2017. Mobile devices lift online video
viewing by 20% | WARC. [ONLINE] Available
at: https://www.warc.com/NewsAndOpinion/News/Mobile_devices_lift_online_video_viewing_
by_20/38980. [Accessed 24 January 2018].

29. Reference List
 Moth, D., (2014) Global online population reaches 3bn: report | Econsultancy.
Available from: https://econsultancy.com/blog/65855-global-online-population-
reaches-3bn-report. [Accessed 24 January 2018].
 O’Neil-Hart, C. & Blumenstein, H. (2016). The Latest Video Trends: Where
Your Audience Is Watching. [ONLINE] Available
at: https://www.thinkwithgoogle.com/consumer-insights/video-trends-where-
audience-watching/. [Accessed 24 January 2018].
 Pexels (2018). Available From: www.pexels.com. [Accessed 23 January 2018].
 Statista. 2018. • Internet: average global connection speed 2017 | Statistic.
Available at: https://www.statista.com/statistics/204954/average-internet-
connection-speed-worldwide/). [Accessed 24 January 2018].
 Statista. 2018. • Number of internet users worldwide 2005-2017 | Statista.
[ONLINE] Available at: https://www.statista.com/statistics/273018/number-of-
internet-users-worldwide/. [Accessed 24 January 2018].
 Stevens, J. (2017). Internet Statistics & Facts (Including Mobile) for 2017 -
HostingFacts.com. [ONLINE] Available at: https://hostingfacts.com/internet-
facts-stats-2016/. [Accessed 24 January 2018].