Digital Marketing - Evolution Of Digital Marketing, Assignment 2

1. Evolution Of Digital
Marketing
Assignment 2

2. Introduction
• Global internet users have now passed the 4 billion mark.
• Over half of the world’s population now uses the internet, and a quarter
of a billion new users came online for the first time during 2018.
• People are spending more time online too: the average user now
spends around 6 hours each day using the internet.
• This growth in internet users has been driven by more affordable
smartphones and mobile data plans. More than 200 million people got
their first mobile device in 2017, and two-thirds of the world’s 7.6 billion
inhabitants now have a mobile phone.
• More than half of the handsets in use today are ‘smart’ devices, so it’s
increasingly easy for people to enjoy a rich internet experience
wherever they are.
• Social media use continues to grow rapidly too, with the number of
people using the top social platform in each country increased by
almost 1 million new users every day during the past 12 months in
2018– that’s more than 11 new users every second.
• More than 3 billion people around the world now use social media each
month, with almost all those users accessing their chosen platforms via
mobile devices. (We Are Social Australia, 2019)

3. Access to The Internet
Sending digital messages from computer to computer began over ARPANET, the
beginning of our modern Internet, in the early 1970s. (Garden et al., 2019)
The average person didn't gain access until the 1990s or later. Now pretty much
everyone has an e-mail address, possibly several.
The nearly instantaneous nature of e-mail and other digital communication
methods have made communication over a distance far easier than it used to be
and has led many people to call traditional physical correspondence "snail mail."
There's even an e-mail version of junk physical mail: spam.

4. Access To The Internet
• A world without the internet is unimaginable now. Connecting billions of people worldwide, the internet is a
core pillar of the modern information society.
• The global online penetration rate is 57 percent, with North America and Northern Europe both ranking first
with a 95 percent internet penetration rate among the population.
• The countries with the highest internet penetration rate worldwide are the UAE, Iceland, Norway, Qatar,
Bermuda, Andorra and Aruba with a 99 percent online usage rate.
• At the opposite end of the spectrum is North Korea with only 0.08 percent online usage penetration among
the population, ranking last worldwide.
• As of 2018, Asia was the region with the largest number of online users – over 2 billion at the latest count.
Europe was ranked second with almost 705 million internet users. (Statista, 2019)
Source: Statista, 2019

5. Access To The Internet
Source: Statista 2019

6. Access to The Internet
• The number of internet users in
2018 is 4.021 billion, up 7 percent
year-on-year
• The number of social media users in
2018 is 3.196 billion, up 13 percent
year-on-year
• The number of mobile phone users
in 2018 is 5.135 billion, up 4 percent
year-on-year.
Source: We Are Social USA, 2019

7. Devices Used By People To Access Internet
World Advertising Research
Center (WARC) estimates that
around 2 billion people currently
access the internet via only their
smartphone, which equates to
51 percent of the global base of
3.9 mobile users.
(Handley, 2019)
Almost three quarters (72.6
percent) of internet users
will access the web solely via
their smartphones by 2025,
equivalent to nearly 3.7
billion people.
Just over 1.3 billion are
forecast to access the
internet via smartphone and
PC by 2025, according to a
report published Thursday by
the World Advertising
Research Center (WARC),
using data from mobile trade
body GSMA.
69 million will access the
internet via PC only.
$101 billion was spent via
mobile apps alone in
2018, according to a report
by App Annie. China
accounted for almost 40
percent of that spend, which
included paid downloads, in-
app purchases and
subscription fees, with most
of the money spent on
gaming.
People are forecast to spend
three hours 22 minutes on
their smartphone every day
(in 2019), beating time spent
online via a PC, laptop or
tablet for the first time,
which is set to fall to three
hours 19 minutes, down nine
minutes on 2018.
Source: CNBC.COM

8. Digital Devices Used By Audiences
Source: Statista 2019

9. How
Customers
Search For
Information
General Google Search Statistics -
3.5 billion Google searches are made every day. (Internet Live Stats)
The volume of Google searches grows by roughly 10% every year. (Internet Live Stats)
Every year, somewhere between 16% and 20% of Google searches are new—they’ve never been searched before. (Internet Live Stats)
90% of searches made on desktops are done via Google. (Statista)
35% of product searches start on Google. (eMarketer)
34% of “near me” searches done via desktop and tablets result in store visits. (HubSpot)
The average Google search session lasts just under a minute. (Moz)
Dating & Personal Services advertisers drive the highest CTRs on paid Google results. Just over 6% of their impressions turn into clicks!
(WordStream)
Organic Google results with 3-4 words in the title drive higher CTRs than organic results with 1-2 words in the title. (Smart Insights)
Google has indexed hundreds of billions of web pages. All told, the index is about 100,000,000 GB large. (Google)
Here’s a breakdown of Google search queries by length (Rand Fishkin):
1 word: 21.71%
2 words: 23.98%
3 words: 19.60%
4 words: 13.89%
5 words: 8.70%
6+ words: 12.12%
Search queries of the “__ to avoid” format have increased by 150%. (Google)
Search queries of the “is __ worth it?” format have increased by 80%. (Google)
Roughly 8% of Google search queries are questions. (Moz)
“What is Bitcoin?” and “What is racketeering?” were the two most popular “What is …” searches of 2018. (Observer)
“How to vote” and “How to register to vote” were the two most “How to …” searches of 2018. (Observer)
Source: Wordstream.com, 2019

10. How
Customers
Search For
Information
In a research by Blue Nile Research recently to find the Psychology
of the Searcher: Patterns in How Searchers Formulate Queries, the
following were results of the findings:
The most interesting insight from the study is from a simple 50-50
pie chart. The chart shows exactly half of all respondents search in
“fragments” (2-3 words), while half search using “full queries”
(4+words).
Fragment Query - This searcher is focused on “speed of search” and
inputs the minimum amount of information into the search box.
They are willing to peruse the search results, click into multiple links
to discover the information they are looking for, and follow up with
a more specific search if necessary.
Full Query - This searcher is focused on “depth of search” and takes
an extra moment to best phrase their query, with the hopes they
will find what they are looking for in one click, towards the top of
the search results.
Source: Schwartz and Schwartz, 2019

11. How Customers Search For Information
Source: Schwartz and Schwartz, 2019

12. What Customers Buy Online
• The brick-and-mortar store is far from passé: 46% of shoppers still
prefer to buy in a physical store, vs. 35% for laptops, and 18% for
mobile phones.
• Additionally, 71% of shoppers say they’re now using their mobile
devices in-stores (83% for shoppers aged 18-44) — up from 62% in
2017
• Additionally, 75% of consumers' site search queries are brand new
each month, showing just how fast consumers are discovering new
product types, brands, and features.
• Within the top 5% of best-selling products on ecommerce sites,
majority of them (59%) change monthly.
• In an age of commoditized products and the race to the bottom,
that level of listening drives long-term relationships.
Source: Salesforce Blog, 2019

13. What Customers Buy
Online
• The second purchase is today’s
battleground.
• Agility, loyalty, and personalization are
imperative for retailers and brands to
differentiate and win the second
purchase.
• Unforgettable experiences and
products can’t be commoditized.
• Source: Salesforce Blog, 2019

14. What
Customers
Buy Online
1. 87% of shoppers today use
ecommerce reviews to decide
whether to buy, and 77% of
those shoppers buy
online (Business.com)
2. Estimates say that
consumers will make 95% of
purchases online by
2040 (Nasdaq)
Ecommerce is only about 5% of
omnichannel spending, but it’s
responsible for 40% of its
growth. (Nielsen)
Only 26% of the small business
market has tried to create their
own online ecommerce
store (Small Biz Trends)
72% of ecommerce will take
place on a mobile device by
2021 (Statista)
Source: Corless et al., 2019

15. Online Video Consumption
Source: Marketing Charts, 2019

16. Online Video
Consumption
According to Zenith’s Online Video Forecasts 2019* report, the global forecast estimates
that the average person will watch 84 minutes of online video this year in 2019.
This is up from an estimated average of 67 minutes spent per day in 2018.
The amount of time people spend viewing online video has grown rapidly across the
world, at an average rate of 32% a year between 2013 and 2018, boosted by
improvements in display sizes and quality of mobile devices, faster mobile data
connections, and the spread of connected TV sets.
Zenith’s most recent report predicts that by 2021, the average person will watch 100
minutes per day.
In China and Sweden expected to watch 103 minutes per day in 2019.
China and Sweden have the keenest online video viewers, with the average person in
each country expected to spend 103 minutes a day watching online video this year.
These are the only countries where online video viewing exceeds 100 minutes a day.
By 2021, Zenith expects Canada, India, Mexico, the UK and the USA to join the list.
“Online video has boosted the amount of time that consumers spend watching audio
visual content and is amplifying advertisers’ ability to reach consumers with high-
impact brand-building ads,” said Matt James, Global Brand President at Zenith.
Source: Zenith, 2019

17. Online Video
Consumption
Other Key Stats on Digital Video and Video Ads
The growth of mobile video advertising is expected to be more than 3 times
larger than non-mobile video advertising in 4 years time.
On the B2B front, shorter videos are best. B2B online videos less than one
minute in length had a completion rate of 68% last year, compared to the
25% completion rate of videos which were more than 20 minutes long.
More than half (56%) of US consumers prefer video ads which are relevant to
the videos they are watching as opposed to ads that are relevant to their
browsing behavior or their mindset.
Source: Zenith, 2019

18. Consumer
Trends
Source: Smart Insights, 2019
• The rise of voice search -Technology like voice assistants, as well as continuous changes to social
media, offer a range of opportunities to target new audiences or offer easier ways to shop.
• Mobile voice search and smart speakers mean that consumers have a different way to interact with
brands. They also mean that brands have a big opportunity to optimize results and content for voice
search in order to make the most of the number of people now using this technology.
• According to Hubspot, voice searches grew by 3,400% between 2008 and 2017, showing that now is
the time to ensure you’re ready for voice search if you haven’t taken steps to optimize your site
already.
• Machine learning - One of the biggest benefits of machine learning is that it gives marketers greater
insight into the data collected, allowing them to better create a targeted strategy. It enables marketers
to qualify sales, understand data, make more accurate ROI predictions and create more accurate
customer profiles and personas.
• Machine learning also provides a more competitive edge, allowing to develop campaigns that are fully
targeted and based on data rather than guesswork. On top of this, it will help to improve search and
product visibility, making the user journey better and helping to improve your customer journey map.
• Personalisations - creating a customer-centric focus ensures that a consistent experience is created
that can be tailored across channels to lead consumers from your website to social media to email
and beyond.
• Benefits of personalization included suggested content, related items, tailored offers and more, all of
which creates a great experience and can lead customers down a designed funnel toward the
checkout.
• Smart Homes - Technology in the form of easy-to-install home security systems will offer a safe haven
and more control in the home. “Smart home integration can now offer more than just protection
thanks to app-based access to lights, thermostats, garage doors and locks,” says Peter Giacalone,
president of Giacalone Associates.

19. Consumer
Trends
Digital and physical shopping converge
• The divergent paths of online and physical retail meet in the
middle in 2019. “Just as brick-and-mortar shops are scrambling
to meet the demand for convenience, digital retailers are
opening physical spaces too,” Canvas8’s Allison writes.
• Shoppers still want the benefits of touching, feeling and
experiencing shopping in the real-world, even while digital
appeals for its greater access and convenience.
• “Phygital retail” is the term that Bob Phibbs, the Retail Doctor,
gives it. He further predicts, “We may see a tipping point when
people realise the wastefulness of shopping online, which may
lead to a renaissance for brick-and-mortar stores.”
• Technology will not only enable more ways for people to shop
along their preferred paths, but retailers will begin using AI to
provide personnel on the shop floor with instant information
to better serve and advise customers, believes Glynn Davis,
founder of Retail Insider.
Source: Smart Insights, 2019

20. Summary
• ARPA’s (Advanced Research Project Agency) efforts in 1970’s to send digital messages
across computers was the beginning of internet. With the development of ‘World
Wide Web’ in 1990’s, internet became accessible to the people at large.
• Early Internet users were government, military officials and college students.
• Today there are 4 billion internet users globally. Out of the 7.6 billion people, 2/3 have
mobile phone.
• People use variety of devices to access internet. Smart phones, laptop, desktop
computer, iPad / tablets and smart TV sets. Smartphone usage is found to be highest at
48% due to ease of use and portability.
• People now spend on an average 3 hours and 22 minutes on their smartphones
everyday.
• There are 3.5 billion google searches made everyday and this volume of search is
growing by 10% every year.
• Countries with highest internet penetration rate are UAE, Norway, Qatar with 99%
online usage rate, while North Korea ranks last with 0.08% internet penetration.

21. Summary
• Online shopping and Ecommerce activity is estimated to reach 8.8% of total retail spending (Saleh, 2019).
• UK has the highest retail Ecommerce sales as % age of total sales at 15.6%, followed by China at 13.8% (Saleh, 2019).
• 87% of shoppers use online reviews to decide their purchase according to the research statistics at Business.Com website.
• Technology Trends fast becoming popular are –
1) The rise of voice search - voice control will soon replace the keyboards especially for search and social media interactions.
2) Machine learning - enabling tailored strategy towards consumers, helping the marketer.
3) Personalisation – enabling in improving customer experiences.
4) Smart Homes- Easy to install home security systems will make homes secure helping people to monitor security far away
from their home.

22. End Note
 Technology is a great enabler. It has provided easy, cost effective and time efficient
applications to empower people everywhere spurting in growth. Education,
healthcare, home security, global communication, connectivity with far away friends
& relatives is possible now due to these advancements.
 However, technology is disrupting in reverse fashion too. More people are connected
virtually than face to face and still feeling isolated and disconnected, which is a telling
oxymoron for the present times.
 Reinventing the wheel of simple human connection is important to taper off the
excesses of technology so that people talk to one another and feel the human touch.
 We humans are social animals, gifted with intellect to make better choices. We need
to be mindful of that advantage in all our digital interactions in order to benefit from
technology without leaving ourselves to its virtual controls.
“ We tamed nature, to give us power, we created myths, to unite our species,
we are now redesigning life, to fulfil our wildest dreams, but do we know
ourselves anymore ? Or will our inventions make us irrelevant ? ”
- Yuval Noah Harari, author of 21 Lessons for the 21st Century

23. Reference List
• We Are Social USA. (2019). Digital in 2018: World’s internet users pass the 4 billion mark - We Are Social USA. [online] Available at:
https://wearesocial.com/us/blog/2018/01/global-digital-report-2018 [Accessed 20 Nov. 2019].
• Garden, H., HowStuffWorks, Tech, Computer, Internet and Basics (2019). How did the Internet start?. [online] HowStuffWorks. Available at:
https://computer.howstuffworks.com/internet/basics/internet-start.htm [Accessed 20 Nov. 2019].
• Statista. (2019). Total global logistics market size by region 2018 | Statista. [online] Available at: https://www.statista.com/statistics/1069868/total-global-logistics-market-size-
region/ [Accessed 20 Nov. 2019].
• Handley, L. (2019). Nearly three quarters of the world will use just their smartphones to access the internet by 2025. [online] CNBC. Available at:
https://www.cnbc.com/2019/01/24/smartphones-72percent-of-people-will-use-only-mobile-for-internet-by-2025.html [Accessed 20 Nov. 2019].
• Wordstream.com. (2019). 27 Google Search Statistics You Should Know in 2019 (+ Insights!). [online] Available at: https://www.wordstream.com/blog/ws/2019/02/07/google-
search-statistics [Accessed 20 Nov. 2019].
• Schwartz, B. and Schwartz, B. (2019). Study: Searchers Use Question Formats 27% Of The Time - Search Engine Land. [online] Search Engine Land. Available at:
https://searchengineland.com/study-searchers-use-question-formats-27-of-the-time-using-how-why-where-which-219955 [Accessed 26 Nov. 2019].
• Salesforce Blog. (2019). Shopper-First Retailing: New Research from 6,000 Consumers and 1.4 Billion Ecommerce Visits Reveals What Shoppers Actually Want. [online] Available at:
https://www.salesforce.com/blog/2018/08/digital-shopper-first-retail-report-research.html [Accessed 26 Nov. 2019]
• Corless, Corless, Austin, Gifford and Rumberger (2019). 40 Powerful Online Shopping and Ecommerce Statistics - Selz. [online] Selz FounderU. Available at:
https://founderu.selz.com/40-online-shopping-ecommerce-statistics-know/ [Accessed 26 Nov. 2019].

24. Reference List
• Marketing Charts. (2019). Online Video Consumption Continues to Rise Globally - Marketing
Charts. [online] Available at: https://www.marketingcharts.com/digital/video-110520 [Accessed
26 Nov. 2019].
• Zenith. (2019). Online video viewing to exceed an hour a day in 2018 – Zenith. [online] Available
at: https://www.zenithmedia.com/online-video-viewing-to-exceed-an-hour-a-day-in-2018/
[Accessed 26 Nov. 2019].
• Smart Insights. (2019). Technology changing consumer behaviour is biggest marketing trend |
Smart Insights. [online] Available at: https://www.smartinsights.com/digital-marketing-
strategy/technology-changing-consumer-behaviour-is-biggest-marketing-trend/ [Accessed 26
Nov. 2019].