Evolution of Digital Marketing

1. R I C A R D O
7 6 0 1 5 2 4 6
A S S I G N M E N T 2

2. 2
TABLE OF
CONTENTS
• Introduction
• Access to the Internet (e.g. changes in the number of people accessing the
internet, internet speeds, etc.)
• Digital devices used by audiences (e.g. people can access the internet via
different devices)
• How customers search for information (e.g. people use various online
channels to search for information and recommendations)
• What consumers buy online (e.g. people purchase different products/services
online)
• Online consumption (e.g. changes in the amount of video content consumed)
• Consumer trends (e.g. how consumers use of technology has changed over
the past 3-5 years, reflecting on the areas above)
• Summary (e.g. provide a concise overview of th rekey points and emphasise
the impact of technology on summers lives)
• Reference list

3. INTRODUCTION
Digital technology, has made a radical change in the lives of consumers &
businesses in the world.
Complementing the access to the internet devices to allow such have increased in
the market , overflowing a market that a few years ago was considered
superfluous.
It is normal nowadays to have access to the internet, to the point that it’s a
necessity. Daily tasks are no able to be done via technology.
The market is so used to it by now that the new generation loses the sense of what
reality was when none of this existed.
This also allows consumers to investigate and purchase products from other
markets other than theirs.
The business world wins with this, as it allows more businesses to join the market.
In this assignment, I will go explain the evolution of Digital Marketing, what has
impacted Digital Marketing and how the world reacts to it.
3

4. 4
BRIEF HISTORY
OF THE
INTERNET
The internet originated in the 1960’s via the
Government as their researchers looked for a
secretive way to share information among each other.
Around this time , it was very difficult to own a
computer as it’s was very expensive hardware and the
only ones who could afford it would be the
Government , military officials & Universities.
It has now spread its wings and became popular in our
generation to own a computer. Not only that but the
technology in it has progressed YOY allowing its users
to use it freely and as a facilitator in their everyday
tasks.

5. ACCESS TO INTERNET 2019
4.14B
Internet users
4.24B
Urban population
7.6B
World population
Weblieu ed., (2019). Static of Internet Users in the World. [online] latestinfographics.com. Available at: https://latestinfographics.com/static-of-internet-users-worldwide-2019/
[Accessed 20 Oct. 2019].
2.39B
I n t e r n e t A c c e s s b y
Mobile
1.38B
I n t e r n e t A c c e s s b y
Desktop
5

6. More than half of the world is now online., meaning that they have access to the internet.
As statistics mention, there are currently 4.14B users currently.
Access to internet has never been so easy for the urban population.
It has actually become part of everyone’s daily life.
The access to the internet has grow over the years, important to mention that what has
driven such a growth in the past 5 years is the fact that there are more affordable
smartphones on the market as well as mobile data plans.
Handsets nowadays are called ‘smart’ devices, meaning they are advanced in technology,
offering the user a more extensive use and experience of the internet.
But the internet user experience is different from everyone.
There are some key factors that will influence the user experience such as :
- Internet speed
- Internet accessibility
- Device used while navigating the internet
Not everyone can afford the best at all times. Not only because users around the world
can’t afford the latest computers or smart devices but also the country and continent they
live in will dictate how their internet performs and its offerings.
This meaning that not everyone will gain the same experience from the internet.
ACCESS TO
INTERNET
6

7. Asia, Europe and the Americas are the continents that have the most internet
users, it is an obvious stat as the development, adaptability and population
numbers is higher in those parts of the world.
Although it is important to mention that Africa has been the fastest growth rates,
with the number of internet users increasing 20 per cent year-on-year.
ACCESS TO
INTERNET
7

8. With this graph we can see that in
terms of fixed internet speed , Asia is
in front of Europe.
Gives us a good view on how the
Asian technology market is a few steps
in front of Europe (Singapore, Hong
Kong, Macau, South Korea) hence
their fast development in general
technology.
FIXED INTERNET
SPEED
Hong Kong
Singapore
Iceland
South Korea
Romania
Macau
141.6*
161.2*
145.6*
132.5*
98.6*
88.9*
*MBPS (Megabytes per second)
8

9. With this graph we can come to the
conclusion on how important Mobile
Internet speed is important in Europe
and always in developed first world
Countries (Iceland, Norway).
Interesting fact to see Malta here as it
is currently the one of the fastest
growing E-Gaming Countries in the
world.
MOBILE
INTERNET
SPEED
Iceland
Norway
Malta
Netherlands
Singapore
United Arab Emirantes
50.1*
61.2*
54.4*
54.2*
54*
50.2*
*MBPS (Megabytes per second)
9

10. 10
DIGITAL DEVICES
USED BY
AUDIENCES
With this graph we can see that the majority
of the internet users are accessing the
internet on Mobile phones.
The market has grown the options and the
competition in terms of mobile phone
availability.
Having a mobile because a necessity in
todays market.
This also shows us that mobile phones are
more compact and of easy carry, being
something we have everyday with us.
Mobile Phones52%
Tablet Devices4%
Laptops and Desktops
43%
Other devices (e.g. Gaming
consoles)
1%
1%
4%
52%
43%

11. SEARCHING
FOR
INFORMATION
/ ONLINE
CHANNELS
In this graph we can see what
are the most visited websites in
the world, 2019.
The values in this chart indicate
the ‘Daily Pageviews per visitor’
10.5
3.17
5.06
4.01
Facebook Youtube Baidu Wikipedia QQ TaobaoGoogle
3.99
5.56
3.81
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12. 12
SEARCHING
FOR
INFORMATION
& ONLINE
CHANNELS
Looking at graph page 10, we can see how the world used the internet when it comes to
searching for information.
At the top of the chart we can see Youtube meaning that on a daily basis a normal
person with access to the internet visits 5 times the page to consume information in the
form of video.
This chart not only tells us that Youtube is at the top comparing to every other platform
or channel but also educates us on the fact that people prefer consuming information via
video rather than text. This leads us to a trend in the market.
If we are careful enough we can see that constantly in marketing , more marketers,
brands, influencers try to captivate their audience through video rather than text allowing
for more engagement and conversion.
In second place, according to chart page 10 Facebook comes with just under 4 visits a
day per person. A great piece of information as we see Facebook as a core
communication platform more know as social media.
Where people can interact with each other and share their social life publicly. It is
interesting as Facebook used as just a normal social media platform to creating their
own marketplace , where people can buy and sell items and services or even promote
their business!
Third place , comes wikipedia a multimedia online encyclopaedia where all users can
collaborate towards a specific subject.

13. 13
62% of US consumers with Internet Access shop online at least a month.
And more than 83 % of those shoppers are satisfied with their purchases online.
What does this mean for the whole market?
People are preferring and moving their shopping approach towards the online approach
as they seek effectiveness and the comfort of not having to move from their home place
to purchase something.
Here are some of the factors in their online shopping approach:
- Ease of checkout
- Variety of products and brand available just a click away
- Number of shopping options
- Number of payment options
- Free or discounted shipping
- Ease of making any returns if needed
- Ability to purchase from mobile, desktop or tablet
- Ability to contact an immediate live customer service rep
But what products and services are people buying?
- Consumer electronics
- Books
- Clothing & apparel
- Household goods
- Office Supplies
- Consumer packed goods
- Sporting goods
- Pet supplies
- Food and groceries
PRODUCTS AND
SERVICES
PURCHASED
ONLINE

14. 14
Impact in the market
As consumers have access to larger range of products with the evolution of online
stores, this has a great effect on the normal physical stores.
Online stores tend to be the trend as allows consumers to purchase any product they
desire Vs physical stores, in which physically they not always able to accommodate all
products in the market leading to a selection according to demand.
This leads to a lot of competition on the market not only for offering but pricing too , as
online stores tend to be cheaper as they have no physical costs to the store which needs
to be impelled towards a product.
All this leads to closures of physical stores and more opening or offering online therefore
a great demand for online purchase.PRODUCTS AND
SERVICES
PURCHASED
ONLINE

15. 15
WHAT
CONSUMERS BUY
ONLINE &
TRENDS
‘CLOTHING AND SPORTS GOODS’ WAS THE CATEGORY
MOST PURCHASED ONLINE IN THE EU IN 2017

16. 16
Digital online video consumption is growing YOY.
The likes of Facebook, Instagram, Netflix, Amazon, Youtube have had a great impact on
society and their video consumption.
As technology progresses people have easier access to video content online. Not only that but
through video brands engage more with an audience and keep the audience focused on a
specific matter.
It is predicted that each person will be spending an extra 9 minutes of their day watching a
video by the end of 2020 (+25%).
Online video consumption has become a part of everyones daily life. The evolution from
photography or graphical ads for example has moved into video format. Netflix, Youtube
accounts grow by the day.
Video became more reliable than still images and because of that Companies are shifting their
creative minds into moving content.
ONLINE VIDEO
CONSUMPTION

17. 17
Over the past 3-5 years consumers have changed their internet ‘consumption’ habits.
There is 9x more content online than there was 5 years ago and that shows us the focus
of consumers towards the internet.
During these past 3-5 years consumers went from using the Internet only for information
usage to a full usage towards their everyday life.
Shopping online became something totally normal also to mention the increase on the
usage of internet for :
- networking with friends/family/work
- Sharing of music/photography
- Gaming
- Online banking
- Streaming of video
- Search
These trends have been increasing over the years due to the easy access to internet and
the easy access to data.
CONSUMER
TRENDS OVER
THE YEARS

18. 18
CONSUMER
TRENDS ONLINE

19. 19
As concluded the research I have come to different findings as well as interesting
points which connect with each other, having great impact in society.
Access to internet has increased over the years , speed of internet also is
improved allowing a higher amount of work to be done (increase in use of the
internet for different tasks).
Within the Access to the internet we have also noticed an increase in devices that
allow us to log in and make use of the internet (e.g. Smart Tv’s, tablets, etc)
leading to a huge consumption of Online video. This has put public television into a
struggle since no one has the interest anymore in watching it since online video is
giving a bigger range of options not time limited.
The average user of the internet is also now using the internet to purchase
products & services , being at the top of the list Clothing & Sport Goods followed by
booking their holidays.
The internet will continue to evolve, and more the normal person will depend on it
& whatever devices are giving access to it.
We are now dependent of at least a smart phone that allows us access to the
world.
Without one we will find it very difficult to live in the modern society.
SUMMARY

20. 20
• Jefferson Online. (2018). An Internet History Timeline: From the 1960s to Now. [online] Available at:
https://online.jefferson.edu/communications/internet-history-timeline/ [ Accessed 1st November 2019]
• Weblieu ed., (2019). Static of Internet Users in the World. [online] latestinfographics.com. Available
at: https://latestinfographics.com/static-of-internet-users-worldwide-2019/ [Accessed 20 Oct. 2019].
• We Are Social USA. (2018). 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 Oct 2019 ]
• DataReportal – Global Digital Insights. (2019). DataReportal – Global Digital Insights. [online]
Available at: https://datareportal.com/reports/digital-2019-global-digital-overview. [Accessed 10 Oct
2019]
• Invespcro.com. (2019). Online Consumer Shopping Habits and Behavior- Statistics and Trends
[Infographic]. [online] Available at: https://www.invespcro.com/blog/online-consumer-shopping-
habits-behavior/ [Accessed 10 Jun. 2019]
• yStats.com. (2018). Free yStats.com Infographic Europe B2C E-Commerce Market 2018. [online]
Available at: https://www.ystats.com/infographic-europe-b2c-e-commerce-market-2018/ [Accessed
11 Nov. 2019].
• Tran, K. (2018). Time spent with digital video will grow 25% by 2020 - Business Insider. [online]
Business Insider. Available at: https://www.businessinsider.com/zenith-report-online-video-
consumption-2018-7?r=US&IR=T [Accessed 11 Nov. 2019].
• Desjardins, J. (2018). What Happens in an Internet Minute in 2018? [online] Visual Capitalist.
Available at: https://www.visualcapitalist.com/internet-minute-2018/ [Accessed 16 Sep. 2019].
REFERENCE LIST