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Assignment 2 task 1 Evolution of digital marketing
- 1. The Evolution Of Digital Marketing Assignment 2, Unit 2 By Petra Somogyvari This Photo by Unknown Author is licensed under CC BY-SA
- 2. Introduction • On 21st century the technology has a huge influence on life. It has changed our daily routine, how we study, how we communicate, how we shop. Personal computers became common, hypertext was developed, in 1991 users created pages were able to linked, so World Wide Web born. The Web grew exponentially, doubling the number of users and number of sites every few months. URL`s and emails became common place so Internet became public medium for information. Smartphones, GPS, social network are all in our life now.
- 3. Access to the Internet • The internet use by a large population and provides almost everything we need without leaving our home or workplace. Past to Present was quick and impressive: ARPANET began operating 1984 The National Science Foundation`s Internet (NSFNET) went online 1986 World Wide Web born 1991 Web started to connect via phonelines 1993 1996 First Broadband was available in Canada 2000-2001 Broadband subscriptions increased 50% in US households 2010 65% of US household adopted broadband
- 4. Internet access is rising globally as well, more and more people get online but access to it still depends where they live.
- 5. In 1993, the Web only connected via phone lines, there were only 2 speed options available: 1, 3.5MB when a single, low-quality song would take 10 minutes to download on full- speed 2, 700MB when low-quality movie would take 28 hours to download on full-speed In 2000, wireless speed was 11 megabits per second. Nowadays an ideal page load speed is 1.5 seconds or less as a wireless speed is 1.3 gigabits. (Warner, 2018)
- 6. Digital devices used by audiences Consumers can access the internet via different devices like mobile phone, tablet, laptop, desktop, smart- watches. SMART WATCH Source: https://hetiolcso.hu/Smart- Watch-Kameraval SMART PHONES Source: https://sea.mashable.com/tech/7988/entry-level- to-flagship-phones-these-are-some-of-the-best- smartphones-of-2019 LAPTOPS https://www.techradar.com/news/mobil e-computing/laptops/best-laptops- 1304361
- 7. This graph shows that in 2019 most of the people still use a variety of different devices to go online. Mobile phones are the most popular ones because 53% of the monitored population chooses this device. Laptops and desktops are the second most popular choice. (Kemp, 2020) https://thenextweb.com/growth-quarters/2020/01/30/digital-trends-2020-every-single-stat-you-need-to-know-about-the-internet
- 8. How consumers search for information To searching information on Internet consumers are using -search engines- like Google, Yahoo, Bing, Baidu, Yandex, DuckDuckGo… Recent statics shows that (April 2020) Google is the most popular search engine Worldwide with 87.35% market share. (Chris, 2020)
- 9. We know three different methods to entering texts or terms into search engine which helps to follow up how consumers are getting information from the Web: 1, Organic search: result appears as paginated lists and exclude advertisement. 2, Mobile search: refers to the search engine optimization of websites combined with flawless viewing on mobile devices, such as smartphones and tablets. 3, Voice search: also called voice enabled, allows the user to use a voice command to search the Internet
- 10. What consumers buy online Last month (May, 2020) Brizfeel published a survey where consumer shopping and spending behavior was monitored. In the survey there was 30000 consumer were selected from worldwide from aged 18 to 65. 57% of consumers prefer to shop online, 31% of consumers prefer visiting shop, while 12% of consumers said both ways are the same for them. Mobile phone is a main platform used for online shopping at 49%, followed by PC at 43% and tablet at 8%. 32% of consumers said the top reason to shop online is the availability to shop 24/7, followed by lower price (29%), convenient (22%), and save time (17%). 46% of consumers made a purchase online for groceries. These trends are drastically changed just recently because of COVID-19.
- 11. Lockdowns are all over the world because of the pandemic, online behavior of consumers are rapidly changing , as most people forced to stay at home. The products need to be delivered to our doorsteps, which create a high demand delivery services like groceries delivery, food delivery, courier services… We have started to live our life from home and Internet has more important function in our daily routine then ever before. GROCERIES SHOPPING OVER ONLINE Source: https://brizfeel.com/ecommerce-retail-impacts/
- 12. Online video consumption Consuming videos online has become a common pastime and it seems we are spending more and more time with it. As we can see on the chart, in 2019 an average American spent 84 minutes a day watching online video. Between 2013 and 2018 online video viewing grew at an average rate of 32% per year. GLOBAL ONLINE VIDEO VIEWING AND AD SPENDING FORECAST Source: https://www.marketingcharts.com/digital/video-110520
- 13. Streaming services and social media outlets are part of our lives. On the two charts we can monitoring how Facebook traffic has been changed since 2010 till nowadays. Since 2010 in USA Facebook users were growing constantly, and as we can see, from 15th January 2020 there is a massive jump on this social media site usage. The reason behind this that people stuck at home, have more time and this is one of the channel to keep up date from outside. (Koeze and Popper, 2020) Number of active Facebook user in USA between 2010-2020 Source: https://www.statista.com/statistics/247614/number-of-monthly-active-facebook-users- worldwide/ Averages are calculated with traffic numbers from each date and the six days preceding it in order to smooth out weekly variations between January to March 2020 in USA. Source: https://www.nytimes.com/interactive/2020/04/07/technology/coronavirus- internet-use.html
- 14. Consumer trends 1,Eco status 2008: Tesla launch the Roadster (battery electric vehicle sport car) with lithium ion battery cells and more then 320 km per one charge, a USD 100.000 electric supercar 2019: Tesla`s Model 3 the third best –selling car in the UK, and more then 496 km per one charge. https://www.edmunds.com/tesla/roadster/2008/review/ https://www.edmunds.com/tesla/model-3/
- 15. 2,Brand avatars 2010: Alexander McQueen Fashion show to livestream. Then influencers dominate the market, collaborating with big brands. 2016: First virtual influencer was created under name Lil Miquela 2019: Digital channels, where consumer can have a more personal communication, TikTok! Alexa! In-store touchscreens are the most popular ones 2020: Brand Avatars are the new trend https://www.showstudio.com/projects/platos_atlantis/essay- nick-knight-platos-atlantis https://digida.co.uk/en/meet-lil-miquela-the-instagram- influencer/ https://www.expanrr.com/5-marketing-lessons-entrepreneurs- can-learn-from-kardashian-jenner-family/
- 17. 3, Metamorphic design Facial recognition, sensors, smart objects, DNA testing, blood testing, subscriptions Consumers high expectations (people are always in a state of flux) Metamorphic products Tonal: workout station which streams fitness classes for the user Optune: online skincare service which analyses skin, gives advices https://trendwatching.com/quarterly/2019 -11/5-trends-2020/#brand-avatars https://trendwatching.com/quarterly/2019-11/5-trends- 2020/#brand-avatars
- 18. Summary Digital technology has impact on consumers life – starts with access to the internet through apps, different devices (smartphones, laptops, computers, smart watches, tablets). There is no doubt that digital technology have changed our lifestyle, behavior and our personal connections. External element – like COVID-19- is also shaping the affection of digital technology on our life. As we need to keep social distance, we can decrease personal contacts by technology. In my opinion there are positive and negative affects. Positive affect is everything (what is digitalized) can manage easily ,quickly and comfortable way. (even from our home) Negative affect is that consumers become too comfortable physically and mentally. These can cause healthy problems and maybe we will need more professional help. Also our human connection could become even more impersonal. And least but not last, I believe digital technology can cause even bigger social inequality because technology is expensive, not available for all society class on the same way.
- 19. Reference list • Dani Warner: Broadband history, (online), (2018) Available: https://www.uswitch.com/broadband/guides/broadband-history/, (Accessed: 1st June 2020) • Simon Kemp: Digital trends 2020: Every single stat what you need to know about the internet (2020) Available: https://thenextweb.com/growth-quarters/2020/01/30/digital-trends-2020- every-single-stat-you-need-to-know-about-the-internet/ ,(Accessed: 4th May 2020) • https://www.broadbandsearch.net/blog/mobile-desktop-internet-usage-statistics • Alex Chris: Top 10 Search Engines in the World (online),(2020), Available: https://www.reliablesoft.net/top-10-search-engines-in-the-world/,(Accessed: 4th May 2020) • https://www.smartinsights.com/search-engine-optimisation-seo/mobile-seo/mobile-seo/ • https://brizfeel.com/consumer-online-retail-shopping-behavior/#Consumers-Shopping-Behaviors • https://brizfeel.com/ecommerce-retail-impacts/ • https://www.marketingcharts.com/digital/video-110520 • Ella Koeze and Nathanial Popper: The Virus changed the way we internet, (online), (2020), Available: https://www.nytimes.com/interactive/2020/04/07/technology/coronavirus-internet- use.html, (Accessed: 7th May 2020) • https://trendwatching.com/quarterly/2019-11/5-trends-2020/,(Accessed: 5th June 2020)