The Evolution of Digital Marketing.pdf

Evolution
of Digital
Marketing
How consumers use technology
and its impact on our lives.

Introduction
• In this presentation, wewill look at how our
relationship with the internet has changed.
• How speed has enabled that change.
• What wedo day to day online
• Where people think the internet is going in
the near future.

How many people
have access to the
internet?
• More people than ever
before have access to the
internet.
• Internetworldstats.com. (2019). Asia has
the largest volume of users.
Almost4 times the amount
of Europe.
• Asia has a 67.4 % penetration
rate which means there is still
room to grow.
• Europe has a 89.2%
penetration rate.
Fig 1. Internetworldstats.com. (2019). Internet World Stats - [online]

How many
in the UK?
• www.statistica.com. (n.d.). In
1998 only 9% of households in
the UK had internet access.
• 24 years later and
almost every household has
access.
• As you can see from this graph
the UK has almost total
Internet Access with 97%.
• The EU is a little behind
with 91%.
Fig2. www.statistica.com.(n.d.). statistica.com by StatSoft (Europe) GmbH: Fast, Efficient and User-friendly Data Analysis–
with TIBCO® Data Science / StatisticaTM. [online]

Internet
Speed
• Internet speed has
increased.
• Each speed increase has
brought new technological
opportunity.
• GOV.UK. (n.d.).5G has enabled
the "Internet of Things"
which means your fridge,
exercise bike and countless
other things can be
connected to the internet.
Fig3. GOV.UK. (n.d.). Factsheet 6: 5G. [online]

Who uses the
internet?
• age UK (2016). If we take a look at
the age of users you can see
that 88% per cent of adults
use the internet.
• But users drop off in terms
of age starts at around
65 years of age.
• This means they miss out on
shopping offers and
information amongstover
things.
Fig4. age UK (2016). The Internet and Older People in the UK -Key Statistics. [online]

Digital devices used
by audiences

Mobile vs
Desktop
• Mobile is now far more
popular than the traditional
desktop for surfing the
internet.
• Which means we access the
internet more and more on
the move.
• In McDonalds when we
are having a coffee or
answering a call in the car
driving home.
• We don't think twice about it
now.
Fig5. StatCounter Global Stats.(2019). Desktop vs Mobile vs Tablet Market Share Worldwide | StatCounter Global Stats. [online]

The Internet
grows-up
The Internet has changed since it
was first invented.
The first internet (Web 1.0) was a
network of information
Next Came network of people (Web
2.0/Social Media)
Now we have a network of things
(Web 3.0/IoT)

The Internet
of things
• With internet speeds
getting faster and the
arrival of 5g in the UK
comes new possibilities.
• The "Internet of Things" is
now possible.
• Everything can be
connected to the internet.
Fig6. LeadSeed (2016).What is the Internet of Things (IoT)? - LeadSeed. [online]

• GOV.UK. (n.d.). In 2020 the most
connected device to the
internet was smart tv's. If you
use sky, Netflix or iplayer
then you are connected to
the internet.
• Smart Speakers are a new
and developing device as are
smart watches with more and
more people are adopting
them as everyday devices.
What things are now
connected to the
internet?
Fig7. GOV.UK. (n.d.). Trend Deck 2021: Technology. [online]

Wi-FI has
enabled this
change
• The internet of things
connects things throughout
our lives that we don't even
know about.
• It's used in Farming. In
Medicine for remote
surgery. It's used in Security,
and now your fridge and sat
nav your connectedto
the internet.
• It is helping to connect,
manage and make better
decisions in every forward-
thinking industry.
Fig 8. GOV.UK. (n.d.). Factsheet 6: 5G. [online]

How the internet
has changed the
high street

The High street has
totally changed
• Simpson, E. (2021). More than 8,700
chain stores closed in British High
Streets, shopping centres and
retail parks in the first six months
of 2021.
• That is an average of nearly 50
outlets a day as the impact of the
pandemic and changing shopping
habits hit towns and city centres.
Fig9. Simpson,E. (2021).Almost 50 shops a day disappear fromHigh Streets. BBC News. [online]

The Only industry
kicking the trend
• Simpson,E.(2021). Takeaways
are the only sector to
enjoy any growth and
that is only a slight
growth compared to
other sectors.
• That could be down to
delivery services such
as Uber and Deliveroo.
Fig10. Simpson, E. (2021).Almost 50 shops a day disappear fromHigh Streets. BBC News. [online]

Uber Eats Delivery Service Growth
• Curry, D. (2020). Uber Eats has grown
from 3.1 billion bookings in
2017 to 51.6 in 2021
• Uber Eats has approximately
81 million users, making it
the most popular single app
delivery service.
• Uber Eats has approximately
900,000 restaurant partners.
Fig 11. Curry, D. (2020). Uber Eats Revenue and Usage Statistics (2020). [online]

The Decline of
Bank Branches
• Ed Lowther (2016). 3,000 branches
have shut over the last
decade.
• 14 million British adults
have opened an account
which is digital-only.
• An estimated 93% of the UK
adult population
now use some form of
online banking.
Fig12. Banks closemore than 600 branches over the pastyear. (2016). BBC News. [online]

How customers search
for information

Search Engines
• When you think about
searching the internet your
first thought is probably
google or another search
engine.
• Statista. (n.d.). Google has
an 83.7% dominance in the
search engine market.
• But there are others such as
Bing and eBay, Etsy and other
marketplace search engines.
Fig13. R, W. (2020). How Search Engines Work. [online] Aeroadmin Blog.

What do People search for?
• Statista. (n.d.).The most searched
word on the internet is
"youtube", with 1.4 billion
searches worldwide per
month.
• Statista. (n.d.).Next is "Facebook"
with 1.1 billion searches.
• Admin. (2022) The most popular
question was "What
to Watch"!!!!
Fig14. Statista.(n.d.). Top online search queries worldwide 2021.[online]

What do customers
search for?
• Liedke, L. (2019). 55% search for reviews and recommendations.
• Liedke, L. (2019). 47% visit company websites.
Fig15. Liedke, L. (2019). The Ultimate List of Online Business Statistics (2019).

Where did
they find you?
• Guttmann,A.(2021). The most
popular search channel was
Social Media with marketers
saying 25.6% of people found
them that way.
• Next was organic search
with 19.8%
• And good old email was next
with 18.6%share.
Fig16. Guttmann, A. (2021). Top marketing channels in the UK 2020.[online] Statista.

Which Social
Media Channel
is most popular?
• Facebook and Youtube are the two most
popular Social Media Channels.
• These two channels dominate in terms of
popularity.
• Pintrest and Twitter are very small in
comparison.
• Even though YouTube and Facebook are the
most popular it doesn't mean they offer the
most opportunity to be seen.
Fig17. Kallas,P.(2016).Top 15 Most Popular Social Networking Sites (and 10 Apps!). [online]

People share
recommendations
• Social Media is important for
consumer-to-
consumer recommendations.
• Barysevich, A. (2020). 42% of people
share recommendations
every few months online.
• 8% make a recommendation
every few days.
• There are also review only
sites such as Trustpilot which
is also a google ranking factor
signal.
Fig18. Barysevich,A. (2020).How social media influence 71% consumer buying decisions. [online] Search Engine Watch.

What do
people buy
online?
• People buy every type of
product and service you
can think of online.
• Statistica. (2020). Delivery
services from food outlets
are the second most
popular online purchase
with 32%.
• Clothes and shoes are
the most popular with
55% share.
Fig19. Statistica.(2020). UK: best selling onlineproducts 2019. [online]

Who buys online?
• Statista (2018). 16-34 are the main
buyers online but other age
groups are not far behind.
• Only the over 65's are
significantly lower but they
have increased over
the last few years.
Fig20. Statista (2018). Onlinepurchasing penetration in Great Britain 2008-2018 | Statista. [online]

Men v Women
• Men and women mainly buy
clothes and sports goods
online.
• Dasha M. (2019). The biggest
difference in purchase
pattern between men and
women is when it comes to
Computer and
technology items. With
men at 39% and
women at 18%.
• Everything else is pretty
much the same for both men
and women.
Fig21. Men vs. Women. Who Runs the OnlineShoppingWorld (2019). Men vs. Women.
Who Runs the Online Shopping World? [online]

Daily Time
spent online
• Time spent online daily has
increased year on year.
• Ofcom. (2020). In 2020 the average
UK adult spent just over 4 hours
online.
• Kemp (2022) Research by GWI found
that globally
the average internet user
spends 6 hours 58 minutes across
all devices online per day.
Fig22 .Ofcom. (2020). UK’s internet use surges to record levels. [online]

Online videos
watched per week
• Faster Internet speeds have
meant that video streaming is
now better than ever.
• Statista. (n.d.). 27.2% of people watch
more than 10 hoursof video a
week online.
• Faster speeds have made HD
pictures possible making it almost
cinema quality.
Fig23. Statista.(n.d.). Global time spent with online video 2020.[online]

Most used
video channels
• J.Sheperd. (2022). 82% of internet
users have visited YouTube.
• Facebook is the second most
visited video site.
• WhatsAppclose a very close
third..
Fig24. The Social Shepherd.(n.d.). 30Vital Video Marketing StatisticsYou Need to Knowin 2022. [online]
J.Sheperd. (5.10.22).

Wearable
devices
• Wearable medical devices will
become even more
commonplace.
• www.grandviewresearch.com. (n.d.). The gobal
market was worth $21.3 Billion in
2021 and that will only grow in
the future.
• The Revenue Forecast for 2030
is $196.6 Billion.
Fig25. www.amazon.co.uk. (n.d.). Smart Watch,
Fitness Tracker [online]

Smart Speakers
• www.imarcgroup.com. (n.d.) Globally the
smart speaker market is
currently worth $7.1.
• It is expected to be $15.6 by
2025.
• According to marketand
markets.com "in the coming
years, smart speakers will
expand their operations. To
perform these operations, more
data would be sensed or
processed by smart speakers."
Fig26. Argos. (2022). Buy Amazon Echo Dot 4th
Gen Smart Speaker With Alexa - Black | Smart
speakers | Argos. [online]

The Future
• Monica J. White (2021) Mark Zucherburg
founder of Facebook believes the
future of the internet is the
metaverse.
• The Metaverse is a virtual reality but
not like in sci-fi movies.
• The metaverse is the internet but you
are in it rather than just looking at
it like we do now.
• Lots of people share his vision of the
future.
Fig27. What is the metaverse? A deep dive into the ‘future of the internet’. (2021). Digital Trends. [online]

The web has
become boring
• Bosch Global. (n.d.). Tim Berners-Lee, Inventor of the World
Wide Web believes the internet has become
boring.
• He thinks the Internet must be open, free and
accessible to all, and that also goes for the Internet
of Things (IoT).
• Tim Berners-Lee sees the Internet as the basis for
innovation that has the potential to scale new
heights.
Fig28. Bosch Global.(n.d.). The future of the Internet. [online]

Summary
These are exciting times in the digital field. It
seems like anything you can imagine is now
possible.
But there is danger.
Big firms such as Google, Amazon, Microsoft,
Apple and Samsung control and monitor
most of our online lives.
People are getting left behind because they
either can't afford or do not have the skills to
make the most of digital life.
And what will happen to Privacy, Security and
freedom of speech? No one knows and only
time will tell.

• Internetworldstats.com.(2019). Internet World Stats - Usage and Population Statistics.[online]
• www.statistica.com.(n.d.). statistica.com by StatSoft (Europe) GmbH: Fast, Efficient and User-friendly Data Analysis – with TIBCO®
Data Science / StatisticaTM.[online] Available at:https://www.statista.com/statistics/275043/percentage-of-households-with-
internet-access-in-the-uk-and-eu/
• GOV.UK. (n.d.). Factsheet 6: 5G. [online]Available at: https://www.gov.uk/government/publications/telecommunications-security-
bill-factsheets/factsheet-6-5g.
• age UK (2016). The Internet and Older People in the UK -Key Statistics.[online]
• StatCounter Global Stats.(2019). Desktop vs Mobile vs Tablet Market Share Worldwide | StatCounter Global Stats.[online]
• LeadSeed (2016). What is the Internet of Things (IoT)? - LeadSeed. [online] LeadSeed – Conversation as a Platform. Available at:
https://www.leadseed.io/internet-of-things-iot/.
• GOV.UK. (n.d.). Trend Deck 2021: Technology. [online]Available at: https://www.gov.uk/government/publications/trend-deck-
2021-technology/trend-deck-2021-technology.
• GOV.UK. (n.d.). Factsheet 6: 5G. [online]Available at: https://www.gov.uk/government/publications/telecommunications-security-
bill-factsheets/factsheet-6-5g.
• Simpson,E. (2021). Almost 50 shops a daydisappearfromHigh Streets. BBC News. [online]4 Sep. Available
at: https://www.bbc.co.uk/news/business-58433461.
• Simpson,E. (2021). Almost 50 shops a daydisappear from High Streets. BBC News. [online]4 Sep. Available
• Curry,D. (2020). Uber Eats Revenue and Usage Statistics (2020). [online]Business of Apps.Available
at: https://www.businessofapps.com/data/uber-eats-statistics/.
• Banks close more than 600 branches overthe past year. (2016). BBC News. [online]13 May. Available
• R, W. (2020). How Search Engines Work.[online] Aeroadmin Blog. Available at:https://aeroadmin.com/articles/en/2020/how-
search-engines-work/.
• Statista.(n.d.). Top online search queries worldwide 2021. [online]Available at:https://www.statista.com/statistics/1111328/most-
popular-online-search-queries-online-global/ [Accessed 25 Oct. 2022].
Reference List

• R, W. (2020). How Search Engines Work.[online] Aeroadmin Blog. Available
at: https://aeroadmin.com/articles/en/2020/how-search-engines-work/.
• Statista.(n.d.). Top online search queries worldwide 2021. [online] Available
at: https://www.statista.com/statistics/1111328/most-popular-online-search-queries-online-global/[Accessed
25 Oct. 2022].
• Liedke, L. (2019). The Ultimate List of Online Business Statistics (2019). [online] WPForms. Available
at: https://wpforms.com/the-ultimate-list-of-online-business-statistics/.
• Guttmann, A. (2021). Top marketing channels in the UK 2020. [online] Statista.
Availableat: https://www.statista.com/statistics/1231767/successful-marketing-channels-uk/.
• Kallas, P. (2016). Top 15 Most Popular Social Networking Sites (and 10 Apps!). [online] DreamGrow. Available
at: https://www.dreamgrow.com/top-15-most-popular-social-networking-sites/.Fig 18. Barysevich, A.
(2020). How social media influence 71% consumer buying decisions. [online] Search Engine Watch. Availableat:
https://www.searchenginewatch.com/2020/11/20/how-social-media-influence-71-consumer-buying-
decisions/.
• Coppola,D. (2020). UK: best selling online products 2019. [online] Statista.Available
at: https://www.statista.com/statistics/275973/types-of-goods-purchased-online-in-great-britain/.
• Statista (2018). Online purchasing penetration in Great Britain 2008-2018 | Statista. [online] Statista.Available
at: https://www.statista.com/statistics/275968/online-purchasing-penetration-in-great-britain/.
• Dasha M. (2019). Men vs. Women. Who Runs the Online Shopping World? [online] BelVG Blog. Availableat:
https://belvg.com/blog/men-vs-women-who-runs-the-online-shopping-world.html.
• Kemp, S. (2022). Digital 2022: Time Spent Using Connected Tech Continues to Rise. [online] DataReportal –
GlobalDigital Insights. Availableat: https://datareportal.com/reports/digital-2022-time-spent-with-connected-
tech.

• Statista.(n.d.). Global time spent with online video 2020. [online]
Available at: https://www.statista.com/statistics/611707/online-video-
time-
spent/#:~:text=According%20to%20an%20online%20video%20viewer%20s
urvey%20across [Accessed 27 Oct. 2022].
• The Social Shepherd. (n.d.). 30 Vital Video MarketingStatisticsYou Need to
Know in 2022.[online] Available
at: https://thesocialshepherd.com/blog/video-marketing-statistics.
• What is the metaverse? A deep dive into the ‘future of the internet’.
(2021). Digital Trends. [online] What Is the Metaverse? The Future of the
Internet Explained | Digital Trends [Accessed 27 Oct. 2022].
• Bosch Global. (n.d.). The future of the Internet.[online] Available
at: https://www.bosch.com/stories/future-of-the-internet/.[Accessed27
Oct. 2022].

• Fig 1. Internetworldstats.com.(2019). Internet World Stats - Usage and Population Statistics.[online]
• Fig 2. www.statistica.com.(n.d.). statistica.com by StatSoft (Europe) GmbH: Fast, Efficient and User-friendly Data Analysis– with
TIBCO® Data Science / StatisticaTM. [online]Available at:https://www.statista.com/statistics/275043/percentage-of-households-
with-internet-access-in-the-uk-and-eu/
• Fig 3. GOV.UK. (n.d.). Factsheet 6: 5G. [online]Available at:https://www.gov.uk/government/publications/telecommunications-
security-bill-factsheets/factsheet-6-5g.
• Fig 4. age UK (2016). The Internet and Older People in the UK -Key Statistics.[online]
• Fig 5. StatCounter GlobalStats.(2019). Desktop vs Mobile vs Tablet Market Share Worldwide | StatCounter Global Stats. [online]
• Fig 6. LeadSeed (2016). What is the Internet of Things (IoT)? - LeadSeed. [online] LeadSeed – Conversation as a Platform. Available
at: https://www.leadseed.io/internet-of-things-iot/.
• Fig 7. GOV.UK. (n.d.). Trend Deck 2021: Technology. [online]Available at: https://www.gov.uk/government/publications/trend-
deck-2021-technology/trend-deck-2021-technology.
• Fig 8. GOV.UK. (n.d.). Factsheet 6: 5G. [online]Available at:https://www.gov.uk/government/publications/telecommunications-
security-bill-factsheets/factsheet-6-5g.
• Fig 9. Simpson,E. (2021). Almost 50 shops a daydisappearfromHigh Streets. BBC News. [online]4 Sep. Available
• Fig 10. Simpson,E. (2021). Almost 50 shops a day disappear from High Streets. BBC News. [online]4 Sep. Available
• Fig 11. Curry, D. (2020). Uber Eats Revenue and Usage Statistics (2020). [online]Business of Apps.Available
at: https://www.businessofapps.com/data/uber-eats-statistics/.
• Fig 12. Banks close more than 600 branches overthe past year. (2016). BBC News. [online]13 May.Available
• Fig 13. R, W. (2020). How Search Engines Work.[online]Aeroadmin Blog.Available at:
https://aeroadmin.com/articles/en/2020/how-search-engines-work/.
• Fig 14. Statista.(n.d.). Top online search queries worldwide 2021. [online]Available
at: https://www.statista.com/statistics/1111328/most-popular-online-search-queries-online-global/ [Accessed 25 Oct. 2022].
Images

• Fig 15. Liedke, L. (2019). The Ultimate List of Online BusinessStatistics(2019).
[online] WPForms. Available at: https://wpforms.com/the-ultimate-list-of-online-business-
statistics/.
• Fig 16. Guttmann, A. (2021). Top marketing channels in the UK 2020. [online] Statista.
Available at: https://www.statista.com/statistics/1231767/successful-marketing-channels-uk/.
• Fig 17. Kallas, P. (2016). Top 15 Most Popular Social Networking Sites (and 10
Apps!). [online] DreamGrow. Available at: https://www.dreamgrow.com/top-15-most-popular-
social-networking-sites/.Fig 18. Barysevich, A. (2020). How social media influence 71% consumer
buying decisions. [online] Search Engine Watch. Available at:
https://www.searchenginewatch.com/2020/11/20/how-social-media-influence-71-consumer-
buying-decisions/.
• Fig 19. Coppola, D. (2020). UK: bestselling online products 2019. [online] Statista. Available
at: https://www.statista.com/statistics/275973/types-of-goods-purchased-online-in-great-britain/.
• Fig 20. Statista(2018). Online purchasing penetration in Great Britain 2008-2018 | Statista. [online]
Statista. Available at: https://www.statista.com/statistics/275968/online-purchasing-penetration-in-
great-britain/.
• Fig 21. Men vs. Women. Who Runs the Online Shopping World (2019). Men vs. Women. Who Runs
the Online Shopping World? [online] BelVG Blog. Available at: https://belvg.com/blog/men-vs-
women-who-runs-the-online-shopping-world.html.
• Fig 22 .Ofcom. (2020). UK’s internet use surges to record levels. [online] Available
at: https://www.ofcom.org.uk/about-ofcom/latest/media/media-releases/2020/uk-internet-use-
surges#:~:text=UK%E2%80%99s%20internet%20use%20surges%20to%20record%20levels%201[Acc
essed 27 Oct. 2022].

• Fig 23. Statista. (n.d.). Global time spentwith online video 2020. [online]
Available at: https://www.statista.com/statistics/611707/online-video-time-
spent/#:~:text=According%20to%20an%20online%20video%20viewer%20survey%20across [Acce
ssed 27 Oct. 2022].
• Fig 24. The Social Shepherd. (n.d.). 30 Vital Video Marketing Statistics You Need to Know in
2022. [online] Available at: https://thesocialshepherd.com/blog/video-marketing-statistics.Fig
25. www.amazon.co.uk. (n.d.). Smart Watch, Fitness Tracker 1.69" Touch Screen Fitness Watch
with Heart Rate Sleep Monitor, Step Counter Smart Watch for Men Women Activity Trackers IP68
WaterproofSmartwatch Sports for iOS Android:Amazon.co.uk: Electronics & Photo. [online]
Available at: https://www.amazon.co.uk/Fitness-Activity-Trackers-Waterproof-Smartwatch-
Black/dp/B09T9G27JF/ref=zg_bs_17489629031_sccl_6/261-5260835-
2664061?pd_rd_i=B0956XD8Y7&th=1 [Accessed 27 Oct. 2022].
• Fig 26. Argos. (2022). Buy Amazon Echo Dot 4th Gen Smart Speaker With Alexa - Black | Smart
speakers | Argos. [online] Available
at: https://www.argos.co.uk/product/7837551?istCompanyId=a74d8886-5df9-4baa-b776-
166b3bf9111c&istFeedId=ec80e37c-7084-4de4-acaa-
75978d50b2af&istItemId=immrwpqlp&istBid=t&_ [Accessed 27 Oct. 2022].
• Fig 27. What is the metaverse? A deep dive into the ‘future of the internet’. (2021). Digital Trends.
[online] What Is the Metaverse? The Future of the Internet Explained | Digital Trends [Accessed
27 Oct. 2022].
• Fig 28. Bosch Global. (n.d.). The future of the Internet. [online] Available
at: https://www.bosch.com/stories/future-of-the-internet/.[Accessed 27 Oct. 2022].

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