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Evolution of Digital Marketing Wendy Smalley

  1. The Evolution of Digital Marketing! How is technology used by the consumer and what effect has it had on the world market place ?
  2. ! As devices change and become more mobile, so too does theconsumer’s behaviour towards them and their connectivity. !On demand social media, education, information, entertainment,gaming, shopping and services are requirements of todays global consumer.! ! E commerce has risen to the challenge of meeting the ever moredemanding needs of the consumer.! ! Mobile connectivity has had a considerable impact on workingpatterns, equality and diversity across the globe. ! ! Introduction From its birth 50 years ago the internet was created in order toimprove communications and to gain and store information.It’s still used for those purposes today but we expect so muchmore from the internet and our connectivity.
  3. Access to the internet “As of April 2019, 56.1% of the world's population has internet access, and 81% of the developed world. In 2015, the International Telecommunication Union estimated about 3.2 billion people, or almost half of the world's population, would be online by the end of the year. Of them, about 2 billion would be from developing countries, including 89 million from least developed countries.”
  4. Global Internet speeds Global internet speeds are not equal. The introduction of broadband gave a marked increase compared to fixed line services. The greatest significant impact and advancement on global internet access and speed however, has been seen with the introduction of wireless connectivity or Wi-FI in 1991. Significant advancements have been made with this technology, notably, Generation 5 mobile technology which aims to be globally available from 2020 . With the impact of wireless mobile connectivity on remote and developing countries already giving significant benefits to the population.
  5. +2018&tbm=isch&tbs=rimg:Cf7ERfS-9_1ELIjiLgxEvAwnJWezTM0T_1BLYfrzwBNqLWNYDtPNn501r12IM39EbmVYoslRgezR2oCeB4_19LkRfZB_1ioSCYuDES8DCclZERQeHehOv43lKhIJ7NMzRP8Eth8R8TQOqCgSeE0qEgmvPAE2otY1gBHlfe0ORvWjSioSCe082fnTWvXYEVyKq4TjmCNEKhI Jgzf0RuZViiwRDVxqLnZII0cqEgmVGB7NHagJ4BHlFHM4D7_1imyoSCXj_10uRF9kH-EUi4H5-YOPo1&tbo=u&sa=X&ved=2ahUKEwiL1rqwyZXhAhUBSxoKHZYJDKsQ9C96BAgBEBg&biw=1449&bih=899&dpr=1#imgrc=rzwBNqLWNYA4XM: Digital devices used by audiences The advancements of mobile devices has seen the smartphone dominate the global market and continue to gain market share, where other devices share of the market is declining. The convenience, portability and usability of the smartphone has revolutionised consumer demands. The impact of mobile connectivity, access to information and consumer markets has transformed lives across the globe.
  6. The Smartphone has disrupted the global market place. The mobile revolution started with the launch of the Apple iPhone in 2007. The consumer thirst for mobile technology has revolutionised the way we communicate, gain information and consume. Mobile connectivity and devices have handed power to the people. Lead by Apple’s creation of the mobile ecosystem allowing access to music, video, games and the App Store.
  7. Worldwide, more people own a cell phone than a toothbrush. (Consumer Technology Association, 2015) Consumers take control, expectations are high.
  8. Global smartphone market With companies actively seeking to engage market share with incentives, for example Android Go and lower purchase prices, combined with the G5 networks its little wonder that the Chinese market along with the emerging markets of India and South America are set to show the largest growth globally.
  9. To Google - “Google it”! Of worldwide users 51.3% use a mobile or tablet device, 48.7% use desktops.(StatCounter)! 15% of US web users performed at least one or more searches in a day (Jumpshot)! 79% of people took a relevant action on their phone prior to making a purchase. (Think with Google)! The average number of words a typical searcher uses is 3. (Jumpshot)!! ! “As of May 2018, the search market leader has a market value of $739 billion, coming behind Apple, which has a market value of $924 billion, Amazon, which has a market value of $783 billion, and Microsoft, which has a market value of $753”.
  10. title=File:Online_purchases,_EU28,_2018_(%25_of_individuals_who_bought_or_ordered_goods_or_services_over_the_internet_for_private_use_in_the_previous_12_mo nths).png&oldid=417256 What consumers buy online
  11. Autonomy fuels Consumer trends Influencer - A less regulated platform has offered autonomy to the consumer, this has had both positive and negative influence and raises ethical issues. Without structure, for example the BBC 9 o clock curfew denouncing a clear change of content from family to adult viewing but with the availability of on demand, unregulated content minors and vulnerable consumers can be negatively impacted. The rise in Fake News is another example, giving air time to minority groups who hold extreme views has had an effect on politics globally. 2004 marked the beginning of the social media revolution with the launch of FaceBook.! Consumer connectivity has been on a phenomenal growth path ever since, with the accessibility mobile has offered,! the platform has rapidly changed to embrace consumer trends across all sectors.! Communications, e commerce, information and entertainment
  12. Insatiable consumer video streaming has disrupted the industry. Mobile video demand is the fuel of this space, Generation Z, Millennials and Generation X are keen consumers of this platform embracing the convenience of on-demand streaming on mobiles and tablet, these devices are portable and the user can watch anywhere in their homes or outside. Boomers and Matures show preference to the traditional TV screen in their homes.
  13. In 2017, 95.1 percent of active Facebook user accounts accessed the social network via a mobile device (Statista 2018) Up to 70% of web traffic happens on a mobile device (CIODive, 2018) Consumers now spend more than five hours a day on their smartphones, and a recent AdWeek survey found 88% growth year on year in time spent watching videos on a smartphone. 51% of customers say that they use mobile devices to discover new brands and products (BrightEdge 2017) 69% of smartphone users also say that they are more likely to buy from companies with mobile sites that easily address their questions or concerns (BrightEdge, 2017) People today have 2X more interactions with brands on mobile than anywhere else—that includes TV, in- store, you name it (Google 2017) Millennials’ mobile consumption has now eclipsed their live TV consumption (comScore 2018) Watch time of “does it work” videos grew by more than 11X in the past two years as consumers seek out visual proof that the items they’re considering are worth it (Google 2017) Mobile use and the changing face of consumer buying patterns.
  14. The Deloittes Digital media trends survey, concludes that its not just younger generations driving the mobile trend. A mix of groups age 22-35 and ages 35-51 have similar user patterns they have been labelled MilleXZials, a hybrid of Millennials and Generation X. Bearing in mind the higher spending power of older age groups, companies acknowledge that this area of the market has high growth potential.! Who are internet users ?
  15. “Worldwide, e-commerce growth is primarily being driven by consumers using their mobile devices, phones and tablets, to acquire goods and services. According to eMarketer estimates, retail e-commerce sales reached $2.3 trillion in 2017, a 23.2 percent increase over the previous year. The mobile share of this stood at 58.9 percent, or $1.4 trillion. In 2021, mobile e-commerce could rake in some $3.5 trillion and then make up almost three quarters (72.9 percent) of e-commerce sales”. Projected global mobile E-Commerce Mobile e-commerce and a digital platform is required in order for companies to remain in the market place. The Global market has never been more accessible to business.
  16. ! The social impact in these regions has been seen as largely positive.! Improved access to the internet along with increased use and availability of mobile devices alongside improved connectivity has resulted in improvements within education, political awareness, healthcare information and provision, entrepreneurship along with economic growth. technology-report-06/ What has been the impact of digital devices and wireless connectivity on developing countries and emerging markets? “According to the Pew Research Centre the exception is morality”.
  17. Artificial intelligence (AI) in the form of voice recognition is poised to play a vital role in the immediate development of markets inhibited by illiteracy and geographical remoteness. Developments within the deep tech space aims to aid usability regardless of cultural and language barriers.! AI already allows users access to information for example AI doctors, teachers, and identification. “Apple’s strong identity has created the iconic global brand. The simple intuitive design creates a common denominator, a one size fits all approach that enables cultural differences to be overcome. This crucial design profile allows Apple products to be successfully sold globally through Apple on line, Apple stores and third party collaboration.” Wendy Smalley Assignment one unit one. How can deep tech developments along with increased connectivity bring further improvements to emerging markets?
  18. How have improvements in connectivity ! changed working patterns?! ! The phrase Digital Nomad is used to describe an individual who is able to work anywhere and at any time, made possible because of new technologies and mobile connectivity. Central working or co-working are purpose built centres where businesses can work remotely creating a community or eco system. These can offer reduced costs, support and collaboration and act as an accelerator for those businesses. Work/life balance many groups have benefitted from the ability of being a digital nomad, notably, working parents, and the disabled, but also those living in remote locations, cutting out the need for a long commute. ! ! ! Improvements have been seen in terms of equality and diversity.
  19. What is the future of digital on the world?! IoT What is the internet of things? (IoT) “The Internet of things refers to the concept of extending Internet connectivity beyond conventional computing platforms such as personal computers and mobile devices, and into any range of traditionally "dumb" or non- internet-enabled physical devices and everyday objects.” The projected number of devices with connectivity and therefore connected devices is set to increase significantly, with an estimated 80 billion connected devices come 2025.! ! Leading innovators, for example Apple Inc are already investing in their next stage product development, this is essential in order to maintain relevance in a changing market place.! ! Will advances in technology secure the next revolution in consumer trends required in order to overcome environmental issues facing the world and its population?!
  20. Slide three Statista. (2019). Global regional internet penetration rate 2018 | Statistic. [online] Available at: [Accessed 2 May 2019]. !Slide four Fing. (2019). Global Internet Speed Rankings by Fing. [online] Available at: [Accessed 2 May 2019]. !Slide five (2019). smartphones sale figure 2018 - Google Search. [online] Available at: +2018&tbm=isch&tbs=rimg:Cf7ERfS-9_1ELIjiLgxEvAwnJWezTM0T_1BLYfrzwBNqLWNYDtPNn501r12IM39EbmVYoslRgezR2oCeB4_19LkRfZB_1ioSCYuDES8DCclZERQeHehOv43lKhIJ7NMzRP8Eth8R8TQOqCgSeE0qEg mvPAE2otY1gBHlfe0ORvWjSioSCe082fnTWvXYEVyKq4TjmCNEKhIJgzf0RuZViiwRDVxqLnZII0cqEgmVGB7NHagJ4BHlFHM4D7_1imyoSCXj_10uRF9kH-EUi4H5- YOPo1&tbo=u&sa=X&ved=2ahUKEwiL1rqwyZXhAhUBSxoKHZYJDKsQ9C96BAgBEBg&biw=1449&bih=899&dpr=1#imgrc=rzwBNqLWNYA4XM: [Accessed 2 May 2019] !Slide six Reddy, K. (2019). Smartphones are getting more smarter. [online] Krify. Available at: [Accessed 2 May 2019]. !Slide seven HLC Wholesale Blog. (2019). How Big Is The Smartphone Market - HLC Wholesale Blog. [online] Available at: [Accessed 2 May 2019]. !Slide eight Android Central. (2019). China and India expected to be the biggest smartphone markets by 2019. [online] Available at: smartphone-markets-2019 [Accessed 2 May 2019]. !Slide nine Everything To Know About Marketing. (2019). HOW PEOPLE SEARCH THE INTERNET 2018 INFOGRAPHIC. [online] Available at: infographic.html [Accessed 2 May 2019]. !Ratcliff, C., Marinina, M., Ford, J., Litsa, T. and Abbott, N. (2019). What are the top 10 most popular search engines? - Search Engine Watch. [online] Search Engine Watch. Available at: 2016/08/08/what-are-the-top-10-most-popular-search-engines/ [Accessed 2 May 2019]. ! (2019). 63 Fascinating Google Search Statistics (Updated 2019). [online] Available at: [Accessed 2 May 2019]. !Slide ten (2019). File:Online purchases, EU28, 2018 (% of individuals who bought or ordered goods or services over the internet for private use in the previous 12 months).png - Statistics Explained. [online] Available at: title=File:Online_purchases,_EU28,_2018_(%25_of_individuals_who_bought_or_ordered_goods_or_services_over_the_internet_for_private_use_in_the_previous_12_months).png&oldid=417256 [Accessed 2 May 2019]. !Slide eleven UK, P., Analysis, N., Griffith, E. and Griffith, E. (2019). Every Minute Online Is a Battle for Consumer Attention. [online] PCMag UK. Available at: minute-online-is-a-battle-for-consumer-attention [Accessed 2 May 2019]. !Slide twelve Anon, (2019). [online] Available at: gen-z-converge/ [Accessed 2 May 2019]. !Slide thirteen Blue Corona. (2019). 61 Mobile Marketing Statistics for 2019 and Beyond. [online] Available at: [Accessed 2 May 2019]. !Slide fourteen Deloitte Insights. (2019). Digital Media Trends 2019. [online] Available at: [Accessed 2 May 2019]. !Slide fifteen Loesche, D. (2019). Infographic: Mobile E-commerce is up and Poised for Further Growth. [online] Statista Infographics. Available at: mobile-e-commerce-sales/ [Accessed 2 May 2019]. !Slide sixteen Pew Research Center's Global Attitudes Project. (2019). Internet Influence Seen as Positive in Emerging and Developing Nations; Morality an Exception. [online] Available at: https:// [Accessed 2 May 2019]. !Slide seventeen We Are Social Follow. “Digital in 2018 Global Overview.” LinkedIn SlideShare, 29 Jan. 2018, !Slide nineteen “Comprehensive Report on Internet of Things (IoT) Integration Market with Top Key Leaders like Infosys, HCL, TCS, Capgemini, Cognizant, Wipro, Atos SE, Intel Corporation, MuleSoft, SoftDEL.” Industry Reports, softdel/. !“IoT: Number of Connected Devices Worldwide 2012-2025.” Statista, !Background image on all slides and image on slide 14 Bibliography