Distribution Ad Platform_ The Role of Distribution Ad Network.pdf
2.0 assigment-1 task - British Academy of Digital Marketing
1. How audience use
technology and its impact
on their lives.
Digital technology has impacted the lives of consumers and businesses
around the world.
2. Contents
• Introduction
• Access to the Internet
• Digital device used by audience
• How consumer search for information
• What consumer buy online
• On line video consumpting
• Consumer trends
• Summary
Thank you!
3. Introduction
Science & new
technologies
change our
lives
The extraordinary progress of the sciences and the
diffusion of new technologies are changing our lives;
just think of two objects that in recent years have
profoundly transformed our habits of life, the way we
study, work, communicate: the computer and the
mobile phone.
we will analyse how people are interacting with
technology, what role connectivity played in their
personal, home and family lives and the role of the
internet from an educational, health entertainment
and functional perspective. We will also talk about the
access to the internet and the broadband speed; the
changing face of social media. How internet has
impacted on what and where people buy on line.
4. A Brief History of Internet
The internet began as a method of transferring data between U.S. government
computers in the 1960s; however different network were not able to connect and
converse in another one.
In 1983, a procedure called “Transfer Control Protocol/Internetwork Protocol” was
established. This meant that every network was now connected by a universal
language.
On 1990s there were a huge progression in the internet including the creation of
World Wide Web
On 1999 Internet companies as Amazon, eBay, Hotmail, Paypal, Google all
opened the virtual doors
On 2000 the development of social media website as Youtube, Myspace and
Facebook.
5. Digital in 2018 Report: the Internet users in
the world exceed 4 Billion.
People spend around 6 hours each day using the Internet almost twice
as much time as we spend on television. Of these hours, two have
gone by using a social platform. If we add this together for all 4 billion
of the world’s internet users, people will spend a massive 1 billion years
online in 2018.
More than half the population (55%) have access to the Internet.
Among them, 3.196 billion are also present on social networks.
Compared to the last year, the number of users connected to the Web
has increased by 7%, while the use of Facebook & co. grew by 13%.
With regards to social media, mobile accesses increased by 14% in
2017, bringing the percentage of users accessing mobile directly to
93%.
Access to the Internet
6. The main evidences around
the world
More than 250 million people were connected for the first
time in 2017 (with the record of the African continent
having the highest growth rate) thanks also to an
evolution that saw the protagonist of the furniture industry
with devices and plans more accessible tariffs (more than
75% of the world's population now has a mobile phone
and over half of these are smartphones).
7. The global average of Internet broadcasting is 53%: in Italy it is 73%, in Portugal it is slightly higher
(75%), while it is higher in Spain (83%) France (88%), Belgium (89%), Germany (91%), the
Netherlands (96%) and Sweden (97%).
Internet penetration by country
8. “
”
La pazienza è la virtù dei forti,
ma non di chi naviga
da mobile
Oggioni F. (28-04-2017). Mobile Page Speed : perché è fondamentale per il tuo
ecommerce. Ninja Marketing website
Over 50% of mobile users leave a page that is browsing if it takes more than three
seconds to load.
In contrast to all other countries, 52% of Italians prefer to use mobile netwo
compared to Wi-Fi (48%).
9. The Connection Speed
The average connection speed: the world average stands at 40.7 Mb / s, the
European average at 50 Mb / s. On the mobile front: 21.3 Mb / s world and 30.7 Mb
/ s Italy, in line with France (30.5 Mb / s) and Spain (31.3 Mb / s), but detached from
Germany (26.4 Mb / s) and Portugal (24.1 Mb / s).
10. Google has decided to perform a speed test by analysing
over 900 thousand Mobile Ads in 126 different countries.
The result of this test confirmed the hypotheses made by
the Mountain View men: most of the mobile websites are
too slow and too heavy to download.
11. Average global
internet connection
speed from 1st
quarter 2011 to 1st
quarter 2017 (in
Mbps)
The statistic shows the average global internet connection
speed. In the first quarter of 2017, the measured average
global IPv4 internet connection speed was 7.2 Mbps, up
from 7 Mbps in the preceding quarter. As of that period,
South Korea ranked first in terms of highest average internet
connection speed which was almost four times as fast as the
global average.
12. Bounce rate and conversion
The problem of speed that generate the
second problem of the bounce rate.
despite more than half of the internet traffic
being generated by mobile, however website
conversion rates remain higher from desktops
than from smartphones and tablets. So the
mobile friendly investment must be done only
keeping these indications in mind: the website
must be fast and essential.
Never as in this period “Less is more and
Faster is better”. It is necessary to create
mobile-first websites with light pages,
compressing images as much as possible,
without losing quality and allowing a better
user experience.
13. People can have access to Internet
by different devices
Working, surfing the Internet, accessing email, responding to a
notification on social networks, listening to streaming music are
just some of the actions that have become possible with the
development of the Internet. The tools, moreover, are not lacking:
next to the traditional PCs / Notebooks, are the Smartphones
and the Tablet to play a leading role for their easy of use and the
ability to always be connected to the network.
The growth of 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
world’s 7.6 billion inhabitants now have a mobile phone.
14.
15. More than 204 million
emails are sent in just
one minute.
Smartphone:
Radio & Streaming
(40%)
Music (70%)
Social Network (50%)
Videos (20 %)
News & Info (40&)
PC portable:
Digital newspapers
(20%)
News & Info (20%)
Videos (40%)
Social Media (50%)
Music (30%)
Radio & Streaming
(30%)
Tablet:
Books (75 %)
Digital newspapers
(60%)
News & Info (30%)
Videos (20%)
Social Media (30%)
Music (20%)
Radio & Streaming
media content suitable for
devices
16. While users (up 1%) continue to
spend more time online overall
(up 2%), that time online is
increasingly shifting to
smartphones
More than half of all internet
time is spent on smartphones
One-third of online time is spent
on computers and users spend
three times more time online on
a computer than on a tablet
37% of the Italian population check their mobile phone in the middle of the night
to see what time it is (20%), read WhatsApp messages (15%) and check emails (9%).
17. “
”
Lo smartphone è diventato, anno
dopo anno, sempre più versatile e
parte integrante della nostra
quotidianità”
Donato A. (26/01/2018) Partner Deloitte e TMT Industry Leader. Global mobile
consumer survey 2017.
The total audience accessing the Internet via Computer or Mobile device has grown 1% from a year ago (2015-
2016) to 258 million monthly visitors (or 81% of the US population of 320M).
While the use of PCs and Tablets is decreasing, the use of smartphones increases year by year. This is because
the smartphones can be taken anywhere. they are lighter and easier to use than computers and tablets.
The technology companies are investing heavily on smartphones to make them faster and simplifying apps and
websites more.
18. Desktop and Mobile Users:
35-54 year olds are the largest group of desktop users and they also spend the most time online via computer.
35-54 year olds and 18-34 year olds are the largest groups of mobile users. 18-34 year olds spend the most
online via mobile device.
19. Time spent accessing the internet by
computers is declining (-7%) as consumers shift
online time to mobile devices
Italy is the European country in
which it is discussed more often
because of the mobile phone.
20. “Lo Smartphone è ormai di un vero e proprio assistente tascabile in grado
di supportarci nelle più disparate attività, una sorta di alter ego digitale, un
dispositivo così evoluto da superare persino la tradizionale reticenza degli
italiani verso strumenti di pagamento diversi dal contante, diventando
sempre più usato per pagare sia in negozio sia on line. Grazie allo
smartphone, gli italiani iniziano ad essere attirati da tecnologie che in
passato guardavano con distacco e l’”Internet delle cose” ne è un esempio:
gli italiani controllano da remoto sempre più oggetti connessi che occupano
le nostre case, le nostre auto e il nostro tempo libero. Dal confronto
europeo, la crescita attesa dei dispositivi intelligenti in Italia risulta
significativa anche se, a frenare la loro diffusione, resta la difficoltà di
installarli in autonomia e il timore per la diffusione dei nostri dati
personali.”.
Donati A. (26/01/2018). Global mobile consumer survey 2017.
"The Smartphone is now a real pocket assistant able to support us in the
most diverse activities, a sort of digital alter ego, a device so advanced as
to overcome even the traditional reticence of Italians to payment
instruments other than cash, always becoming more used to pay both in-
store and online. Thanks to the smartphone, Italians are starting to be
attracted by technologies that in the past looked with detachment and the
"Internet of Things" is an example: Italians remotely control more and more
connected objects that occupy our homes, our cars and our free time.
From the European comparison, the expected growth of smart devices in
Italy is significant even if, to curb their diffusion, the difficulty remains of
installing them autonomously and the fear of the diffusion of our
data personal. ".
Donati A. (26/01/2018). Global mobile consumer survey 2017.
21. How people use search
engines
“Do”
Transaction Queries:
Wants to do something like buy a plain ticket
for Rome.
With 20 percentage points higher than in 2016, Italy is above the
European average for online purchase of products and services via
smartphones. 30% of those who have not yet paid via smartphone
say they have not done so because they do not consider the
phone as a safe means.
25. 0
10
20
30
40
50
60
70
80
90
100
learnt about something new found a really obscure fact got conflict or contradictory
information
they felt overwhelmed
Percentage Search engine user experiences
Search engine user experiences
26. Top Google search queries in 2017
91% of online adults use search engines to find information on the Web.
28. What cunsumer buy online
For the first time ever, shoppers are going to the web for most of their purchases.
• we are in the web 2.0 era where mechanisms and socialization have changed a lot. This change also
includes companies, which are increasingly forced to relate to a completely innovative universe
compared to the old way of proceeding.
• the new consumer knows the internet very well. It has changed its way of relating to brands during
the purchase phase. Nowadays the consumer has an active part in the purchase.
• the act of buying for the individual is a real act full of meaning that redefines the identity of that
individual.
• They are called "Prosumer", that is the ability of a customer to create content on his own.
29. The why behind the online buy
40 % 40 %
20 %
Convenience RangeValue
The primary drivers of e-commerce are comprised of 40% convenience, 40% price and value and
20% range.
30. Convenience is important – saving time and effort with retailers at consumers’ fingertips.
Forty percent of online shoppers cite saving time or effort as their main reason for shopping on
the internet. Mobile devices are paving the way for consumers to shop online at different
locations, it is convenient and immediate. Nearly a quarter (23%) of online shoppers buy via
smartphones while nearly one-in-five (19%) do the same on their tablet.
Price competition and value for money is another key driver as stated by 40% of online
shoppers; consumers everywhere want a good product at a good price. E-retailers have an
advantage where they can pass real estate cost savings onto their customers to undercut the
bricks and mortar businesses. Additionally digital can be used as a promotional tool to sell
excess stock without wasting prime shelf space.
The ability to buy unique items, or to source items either not available in local stores, is also a
draw to the online retail space. Twenty percent of online shoppers primarily shop online because
of the range available including items they want that are not available in their local area. The
seemingly limitless options available in a virtual environment provide new opportunities for both
merchants and consumers.
37% of the Italian population check their mobile phone in the middle of the night to see
what time it is (20%), read WhatsApp messages (15%) and check emails (9%).
31. Online or in-
store shopping
preference for
selected product
categories by
consumers
worldwide as of
2017.
When buying online,
relationships are stronger
than 15% with brands
compared to offline
purchases.
For example, as regards
airlines, the relationship is
93% higher than normal
consumers, this is
explained by the authors of
the investigation as a
natural consequence of a
market - that of airlines -
substantially redefined by
brands who have their
business mainly through the
network (eg EasyJet).
32. Purchase behaviour of the Italian consumer
Nowdays the purchase path is more individual and personalized. We use words like
customer journey, omnichannel, eCommerce. These are just some of the words useful for
interpreting the purchasing behaviour of today's consumers, which we can define as digital.
A research conducted by Netcomm, shows us that there are 8 main profiles of the Italian
digital consumer.
In this research we can identify some common characteristics of consumer clusters based
on 3 main dimensions:
• touchpoints used and considered relevant in the decision;
• “trigger" able to convince the consumer to buy for the first time or to reacquire that
product at that time;
• channel in which the purchase is finalized (online or offline).
33. • the traditionalist : represents 9.9% of the consumer analysed and includes a target of
more than 65 years old lives in big cities and has some difficulties with technology. This
consumer only uses the internet to take information but the purchase will end up at the
store.
• the conservative: corresponds to 12.5% of the total and represents women over 55 who
live in small urban centres. They have little confidence with technology; for this reason they
buy offline. However it is a loyal customer, and for the purchase it uses the opinion of the
clerks in a offline shop.
• the influence ; is 7.2% of the total and are most women under 25 and over 65 years old
live in small and large urban centres. They have little knowledge of technology, however
they have a good knowledge of mobile. Its touchpoints are mainly offline (catalogues,
magazines and shops), but it is a very receptive digital consumer compared to the
influencer pages on social media.
34. • the informed :correspond to 5.7% of the total and are predominantly men under 30 with a
high knowledge of digital technologies. These consumers buy online and from the app
using traditional payment methods such as credit cards and new payment methods such as
Satispay. Before buying a product, the process is very long because the informed activates
online and offline research on that product. However he is not an influential individual.
• the fast shopper :correspond to 31,5 % of the total. Most of them are women, with an
average age between 35-54 years. They are confidence with non-advanced digital
technologies. They use different payment tools, mostly common (credit / debit card, ATM
and PayPal) and have a high number of loyalty cards. What characterizes this category is
not to buy with repetition but we buy the product we need at that time. they are very
determined consumer.
• the digital Sherlock: correspond to 11,5 % of the total. These are mainly men under 30,
with considerable confidence with digital technologies and social networks, which buy in
particular online and from the app. This consumer uses traditional and higher payment
methods, and goes in search of web and social opinions. he is a consumer who is very
interested in promotional messages.
• The look maniac: correspond to 9,4 % of the total. They are mostly women under 24, have a
good confidence with digital and are very active on social media (especially Snapchat,
YouTube and Pinterest). They use different payment methods and are the ideal costumer for
loyal programs. They are more interested in clothes, accessories, household products. They
consult with both the web, social media, blogs, influencers and even with friends and relatives,
before purchasing a product. The most important thing for this consumer is to give inspiration.
35. • The friend follower: correspond to 11,4 % of the total. They are men between 55 and 64 years
old and they buy a product after asked the option to friends or family. They use with good
knowledge web and social (LinkedIn). For this category the advice of a friend is very important,
followed by direct communications such as text messages, e-mails or notifications.
The identikit of these Italian digital consumers lead us to consider that today every consumer is
unique. For this reason also the purchase paths are very different from each other and related to
habits, needs and levels of confidence with the different tools available to companies, both online
and offline. Identifying a single type of digital consumer is impossible, as well as categorizing them
within the patterns of traditional "buyers": Internet users have highly differentiated profiles, but all
share the desire to experience personalized and unique shopping experiences.
Today companies must use the data and technologies at their disposal to study customers and
finalize the sale.
The
Traditionalist
The
Conservative
The
Influence
The
informed
The
Fast Shopper
The
Digital Sherlock
The
Look Maniac
The
Friend Follower
36. Short story about the birth of videos
If pictures worth a thousand words,than what is the value of video? We think it is in a millions:
millions of viewers, millions of shares, millions of dollars. As the power of video continue to grow, so
does its importance to marketers. Let’s take a look back at how we got here.
37. The human brain processes images faster than the processing of a text. Moreover, statistically
the images perceived in the videos have greater chances to remain etched in the mind.
The curiosity must be stimulated within the first 5 seconds, penalty the video stop or click on
the infamous "skip ad" link (if we are on Youtube). It is therefore essential to please the viewer
right away, making him want to find out what will happen in the next minute, through a situation
or a detail that captures him without appeal.
The advantages of using video
38. # Visual is King
A written content is powerful, but a video content wins over everything; this is because 90% of the
information transmitted to the human brain is visual (the video images are processed 60,000 times
faster than the text). This also explains why the pages containing videos have an increase in
conversions on average around 86%
39. Everyone has a smartphone. Everyone can shoot a short video and publish it in a few minutes on the
main Social Networks. While in the past the design of an advertisement required huge investments
between production, editing and distribution of content, today the social platforms have made new
technologies accessible to everyone.
Creative ideas can be tested and experimented with greater visibility: videos of a few seconds can be
immediately engaging. Furthermore, it is much easier to share video content on Facebook, Twitter or
other social profiles.
The simplicity of making videos nowadays
40. Video in 2017
In 2017, 74% of all internet traffic was with video.
The videos were part of the first three most effective social media marketing
tactics, both between B2B and B2C, worldwide
52% of marketing professionals claim that video leads to a higher return than any
other form of content.
The word "video" in the subject of an e-mail increases the opening rates by 19%,
the percentages of clicks are 65%, and those of abandonment are reduced by 26%.
One in three device owners, spend at least an hour a day watching videos.
At the start of a video, 65% of users watch at least 75% of the video. 93% of
marketers use video for sales, communication and online marketing
41. By 2019, 80% of the World’s Internet Traffic Will Be
Video
By 2019, 80% of global Internet consumption will be video content.
It would take an individual over 5 million years to watch the amount of video that will cross global
IP networks every single month in 2019
OTT streaming will fuel the growth, as 4K video becomes the new standard for consumers.
Global IP Traffic to Reach 2 Zettabytes (100 trillion gigabytes) by 2019.
Traffic from wireless and mobile devices will rise to 66% in 2019.
Every second, nearly a million minutes of video content will cross I.P. networks by 2019
Internet video to TV grew 47% in 2014, will increase fourfold by 2019.
Consumer VoD traffic will nearly double by 2019, to the equivalent to 7 billion DVDs per month.
Cisco predicts that consumer internet video traffic will dominate other types of traffic by 2019.
Cisco defines ‘Internet video’ as short-form content (i.e YouTube, Facebook), long-form (i.e. Hulu),
Internet-to-TV (i.e Netflix), as well as live-streaming, online rentals and purchases, and webcam views,
and estimates that content delivery network traffic will deliver over half of all internet video traffic by
2019.
42. “
”
“The only constant is
change”
Philip Kotler
Consumer trends (how consumers’ use of Technologies has changed over the past 3-5 years)
The Internet has drastically changed the way information is shared, people connect faster and faster,
more and more often they are aware of what they are looking for and the input received multiplies. It is
therefore normal that with the change of the internet consumer habits change and must change the
way companies and brands relate to them.
43. • In 2015 The world population has increased from 7 to 7.2 billion people, and the number of active Internet users has
exceeded 3 billion users - it was 2.5 billion at the beginning of 2014 (with a penetration that reached 42% of the whole world
population).
• The active accounts on social media are today more than 2 billion (penetration 29%), this means that compared to
2014 it has grown by 12%. If we look at the data on the mobile, it is interesting to note that compared to an increase
of 5% of mobile users, the number of people who actively use social media from their smartphones has grown by 23%
(313 million people in more).
Trend of 2015
• In 2015, globally, the number of pages visited by desktops decreased by 13%, while it increased by 39% from
smartphones (and 17% from tablets).
• The platform - widely - most used is Facebook (1.36 billion active users), but the trend of instant messaging
services is growing (WhatsApp has exceeded 600 million users, compared to 400 million in 2014, and Facebook
Messenger is used by more than 500 million people, WeChat almost doubled its user base, reaching 468 million
users today).
• The great new entry is Instagram, which is now used by more than 300 million people.
• In 2015 the world average of hours spent on the internet is 2.4 hours a day
44. • In 2015, 68% of U.S. adults had a
smartphone, up from 35% in 2011
• Tablet computer ownership has
edged up to 45% among adults
• Four-in-ten Americans
(40%) own MP3 players,
down from the high mark
of 47% in 2010.
• the use of the computer
decreases and increases the
use of smartphones
• About a fifth (19%) have
e-book readers, a drop
from 32% who said they
owned one in early 2014.
• Some 14% of adults own a
portable gaming device,
such as a PlayStation
Portable (PSP).
45. • the number of total internet users grew by + 10%;
• the number of active users on social channels increased by
219 million units (+ 10%);
Trend of 2016
• In 2016, people with internet access increased to 3.4
billion, with a penetration - on the total world
population - of 46%, in 2015 it was 42%), and just over
2 billion accounts activated on social channels (today
the data exceeds 2.3 billion).
• the number of people using mobile devices grew by +
4% (+141 million);
• the most up-to-date figure regards the number of
people accessing social media from mobile devices:
+ 17% (the increase is 283 million people)
• Development of social video and sport streaming
on Facebook & Twitter
• Use of 4G
46.
47. • Whatsapp is approaching the billion active users (in 2016 it has 900 million, compared to 600 in 2015), while
Facebook Messanger has exceeded 800 million (500 million in 2015); Snapchat doubled its user base, from 100 to
200 million.
• Facebook is the most used social channel (more than 1.5 billion active users), but the use of instant messaging
services is growing enormously.
48. Trend of 2017
• More than half the world now uses a smartphone;
• More than half of the world’s web traffic now comes from mobile phones;
• More than half of all mobile connections around the world are now ‘broadband’;
• More than one in five of the world’s population shopped online in the
past 30 days.
• Social Media used to search for discovery, special among younger buyers
(Millennials)
• Social commerce has new promise with the development of Instagram
and Pinterest
• Emotional Video to be used to reach the social advertisement across 2017, video established itself as the new driving
force of social media innovation and engagement
• 2017 saw 3.6 billion internet users globally: a total that amounts to more than half of the world’s
population.
• the average number of daily hours with digital media (among online adults) increased 4% in 2017.
• Live Sport on social media (Facebook)
49. • evinced by 0% new smartphone unit shipment growth in 2017.In other words, with the internet becoming more
accessible to more people, growth among new users slows. However, among those who are online, the time spent there
has increased. The remaining areas of the world without internet access are likely less able to afford it," Pan explains. "In
that case, you see the overall growth of internet users slowing down."
In 2017 the sharing of content has become a real fashion, with more than
80% of Italians sharing via messaging apps: among the young, 95% use
them to share photos. It also explodes the mania of live streaming on
social media: 40% of respondents use it.
50. • Improvement of Mobile-experience, by
providing better speed, handling more
data, greater responsiveness and
connectivity to smart device. The use of
Pc/tablet & laptop declined
• The time spent on social media increased by
50% between 2012 and 2017 -- for users
ranging as young as 16, and as old as 64.
• restore trust in the digital advertising
delivery and measurement ecosystem,
also improvement for secure the
private customers’ data.
• More than 250 million people were
connected for the first time in 2017 thanks
to the mobile industry and more accessible
mobile tariff plans
Traditional websites win and convince with respect to apps on more traditional
activities: 67% choose them to read news and 61% to book travel. The apps are
preferred to check social media (72%) or to look for the soul mate (63%).
51. Trend of 2018
• Commerce and Social activities to take place in the same space. It needs to be mobile
• Developing of Smart tech homes’ device
• Mobile payment (Apple Pay & Alipay)- India & Taiwan used as country’s test
• May 2018 saw the General Data Protection Regulation (GDPR) come into effect, described by the EU as the
’most important change in data privacy regulation in 20 years’.
• Uploading music on Facebook
• Boom of Influencer’s marketing used as advice tool
• In 2018 consumers connected to the internet are 4 billion. This means that half of the world's population is
connected to the Internet.
• Active users are today more than 3 billion worldwide (of these 9 out of 10 access via mobile device). (13 %
more than 2017)
• With almost 2.1 billion users and a growth of 15% (year-on-year data), Facebook continues to dominate the
social world scenario.
• Instagram records an extraordinary growth tripling the number of its users.
• WhatsApp and Facebook Messenger record a double growth rate (30%) compared to Facebook (given
year-on-year).
• GEN Z vs Millennials
• Virtual Reality
Italians are the most likely to purchase smart
devices connected to the home: 17% for
surveillance systems, 12% for home appliances
and thermostats, 11% for lighting systems
52. Gen Z
(16-20 yrs)
• They spend most of
the time on mobile
rather than other
device
• They spend most of
the time on social
media like Snapchat
or Instagram
• They use Social
Media to research
products than
search engines
• They love be cool
and trendy. Their
favourite brand is
Apple
53. Rising smartphone
ownership together
with declining
PC/laptop ownership
are being
compounded by a
striking growth in
consumers classing
mobiles as their
most important
devices for getting
online; globally, 58%
now say this.
For commerce and
social activities to
take place in the
same space, it needs
to be on mobile
54. In 2018 companies like Apple and Alipay are studying a
plan to spread mobile payment in many more countries
possible. We realize how the Asian countries (India,
Vietnam, Korea) are the most favourable to a penetration
of the new payment using the mobile phone.
if on the one hand the strength of Apple is its brand, on
the other Alipay's strength is inside invest or acquire
premises services to exploit them existing market share
One Italian in 5 uses the smartphone to pay for public transport and parking and more than
one in 3 uses it to make various types of bank transactions
55. In the old media world, the business were local and you needed a big budget and a collection of agencies to grow
as company. Today the barriers of entry for marketing are almost zero.
With all the up-to-date tech advertisement tools, companies can grow faster than ever, and those who are best at serving
the massive market – like Apple, Google and Facebook – can become some of the most highly-valued companies in
history.
The challenge for the future will be define how to engage a specific segment of audience and build a long-term
relationship with them
Summary
Over the years there has been a huge change in people's way of life.
Since the 1990s, change in the technology world has been important. 20 years ago, those who owned a cell phone
or a computer were without doubt a wealthy person to be able to afford these tools.
Without doubt, there was much more time spent in the "offline" world rather than in the “online” world.
With the arrival of 2000’s a change in the use of technology was perceived. Firstly the launch of instant messaging
Messangers with which you could relate with friends and exchange messages via computer. From there on, there
were the advent of Facebook and Whatsapp. With the arrival of these two social network, obviously the hours spent
in front of the computer and then later on the mobile phone have increased.
Social networks are very catchy and allow you to get in touch with the whole world, sharing links, pages, life stories,
do research etc ... without having the pressure of a face to face meeting with the person.
56. There are many positive aspects in the development of technology such as being able to instantly communicate with all
over the world, buy international products and get them delivered directly to home. You can create your own business as
blogger, influencer, digital marketer.
Companies can take advantage of their presence in the market by exploiting advertising campaigns through social
networks at much lower costs than in the past. We are therefore in a situation where the use of internet, social networks
and instant messaging is on the agenda, we can not live without it anymore and we need to make sure than we will take
100 % of the advantages from them. They are not our enemy, but they have been created to facilitate our life.
In the last couple of years we see how people are becoming more sensitive on topics such as privacy of their data
online, global climate, recycling, sustainable energy nutrition etc ... these issues are very common topics today that
every company should keep in mind for direct your marketing campaign well.
Another theme to be addressed is the impact that social networks have on people's personal lives. Especially for the
little ones. Studies show that many teenagers are bullied through social media, which causes them anxiety and stress.
Some professors have said that many students suffer from lack of concentration probably due to the fact that today,
just a click to have everything at in your hand.
The technology (especially mobile) makes us feel less distant from countries like Africa or India, which are emerging
countries but that still have their share of satisfaction in terms of furniture development.
57. Referring List
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We Are Social (2018) - DIGITAL IN 2018 REPORT: GLI UTENTI INTERNET NEL MONDO SUPERANO I 4 MILIARDI. IN
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https://wearesocial.com/it/blog/2018/01/global-digital-report-2018
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58. Casciabanca F. (2017) – Dimmi come compri e ti dirò chi sei. Available on:
http://www.ninjamarketing.it/2017/12/13/identikit-del-consumatore-digitale-italiano-di-oggi-magnews/
Farber M. (2016) – Customers are doing most of their shopping online. Available on:
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Marshal C.(2015) – by 2019, 80% of the World’s Internet Traffic will be Video. Available on:
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Zantal A. (2017) – 4 Things We Want to Know After Reading Mary Meeker's 2018 Internet Trends Report
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