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Digital marketing
- 1. Introduction Digital Marketing This presentation will contain an illustration of how consumers use technology and its impact on their lives. I will also explore how consumers’ view on technology has changed over time since it’s a continuously developing branch. Frida Thelin
- 2. Access to internet - Internet users In 1991 the World Wide Web was uploaded for the first time to become the next gigantic technological phenomenon (History of the Web:2012). According to InternetLiveStats less than one percent of the world’s population had access to internet in 1995. Ten years later, 2005, the world reached 1 billion internet users. In 2016 3.4 billion people were active users of the internet. That leaves 2016 with 46.1% of the world population being users of internet. (Pexels.com)
- 3. Access to internet - Internet speed Using Copper wires is a form used for internet data information to move from one place to another. These cables can only carry small amounts of waveforms limiting its capacity of becoming faster and better. It is, however, less expensive and deployed almost everywhere (Lieber:2017). Modern Fibre Optic cables allows the use of light bursts to carry a signal from one end to another. However, these cables are currently more expensive. They are a lot faster than copper wires and can carry over a 1000 times more data which leads to less wires for same amount of information. There are a lot more advantages from choosing fibre optic cables and experts believe this will be the next generation’s access to internet (Fibre vs Copper as fast as possible:2014). (Fibre vs Copper as fast as possible:2014)
- 4. This graph shows a percentage of how many people who access internet daily in the U.K. From 2012- 2017 there is an increase of 16 %. The same survey was made on different age groups. In 2017, 94% of the ones aged 25-34 accessed internet daily the most. Whereas those aged under 25 came on second place with 93%. 3rd place: 35-44, 90% 4th place: 45-54, 81% 5th place: 55+, 52% It is obvious that it is a question of generation.
- 5. Digital Devices used by audiences. A physical unit of equipment that contains a computer or microcontroller. Today, myriad devices are digital including a smartphone, tablet and smartwatch (Digital device, yourdictionary:n.d.). (Pexels.com)
- 6. There is a range of digital devices such as - Smartphones - Laptops - Tablets - Desktops - E-reader - Games console - TV-set According to Statista.com, the smartphone is the most important device for people in the U.K to connect to internet with. According to consumerbarometer.com:2017, 77% of U.K population use a smartphone. 74% use a computer and 53% use a tablet. Smartphone Laptop Tablet Desktop E-reader Gamesconsole TV-set Otherdevices Which is the most important device you use to connect to internet, at home or elsewhere?
- 7. How consumers search for information Research on products you want or need is a part of the customer’s buying process. Consumers may depend on, i.e. ● Social media platforms (Instagram, facebook, twitter) ● Word of mouth (Friends or family member’s suggestions) ● Reviews and customer references(tripadvisor, trustpilot, yelp) ● Relevant video content ● Promotions and offers ● Via search engines (google/yahoo/bing) This is to create a perception of the products advantages and/or disadvantages.
- 8. How did people use the Internet to help make their purchase decision? (Consumerbarometer.com:2015).
- 9. What consumers buy online. E-commerce is a quite a new platform for businesses but has today become a vital part of a majority of companies marketing strategy. E-commerce is facilitating as it excludes restrictions regarding time and geographical distance. Khurana:2017 states ‘In the process, ecommerce usually streamlines operations and lowers costs’. What you buy online is dependent on what type of consumer you are, there are six types of e-commerce worth mentioning; ● Business-to-Business (B2B) ● Business-to-Consumer (B2C) ● Consumer-to-Business (C2B) ● Consumer-to-Consumer (C2C) ● Consumer-to-Administration (C2A) ● Business-to-Administration (B2A) A survey made by Statista.com:2018 ‘Goods and services ranked by share of individuals who purchased online in Great Britain in 2017’ (Statista.com:2017): ● Clothes and sport goods: 56% ● Household goods (e.g. furniture) 50% ● Holiday Accommodation 44% ● Travel arrangements (transport ticket, car hire etc.) 40% ● Tickets for events 37% ● Films and music (including download) 34% According to ec.europa.eu 82% of internet users in U.K. bought something online during 2017.
- 10. Online Video Consumption Timeinminutes Statista.com:2017 states the following “The graph shows average daily time spent with digital video content among adults in the United States from 2012 to 2017.” The average person, according to this survey, spent in 2017 approximately 70 minutes per day watching digital videos. Compared to 2012 when the average person spent less than 40 minutes on digital videos draws the conclusion that the demand after online videos continues to increase. We can also see that laptops/desktops and mobiles is where people mostly watch videos from.
- 11. On what platforms do we consume video content? According to consumerbarometer.com:2014/15, when asking the following question; What types of sites did people use to watch online videos in the last week? ● 63% of video content consumed came from an online video site/app. Examples of these are youtube and vimeo. ● 23% came from social networks, such as Facebook, Instagram, and Snapchat. ● 21% of respondents answered it came from ‘A catch up TV player’. Examples could be dreamfilm.hd, tvplayer.com, eonline.com ● 5% came from a news or magazine site/app, such as BBC news app.
- 12. Consumer trends Usage of internet has simplified people’s daily lives by being a source of e.g. ❏ Communication (applications such as whatsapp, messenger, snapchat, linkedin) ❏ Information (search engines such as google, yahoo, bing) ❏ Entertainment (applications such as youtube, instagram, facebook, ebooks, spotify, podcasts) ❏ Online commercial transactions (websites such as Amazon, ebay, asos, argos)
- 13. Consumers - now and then ● Social Media users has, according to Statista.com:2018, increased from 1.59 billion 2013 to 2.46 billion 2017. By the year of 2021 it is estimated that the world will have reached over 3 billion social media users. Our way of processing online content has changed tremendously over the past five years. Statista.com:2018 states the following ‘Social networks not only enable users to communicate beyond local or social boundaries, but also offer possibilities to share user-generated content like photos and videos and features such as social games’. Consumers way of processing content is faster, in form of pictures on instagram and short updates/videos on facebook. ● Consumerbarometer.com states in their ‘trended data’ that while usage of smartphones increases, usage of laptop/desktop decreases. Today’s smartphones can process much more data than the ones five years ago, smartphones are also more portable than laptops/desktops. ● E-commerce is one of the remarkably fast-paced consumer trends which has increased the last few years. According to gurufocus.com:2017 approximately 87% of U.K consumers have bought at least one product online in the last twelve months, compared to 2012 which has a percentage on approximately 59%, we can see a major increase.
- 14. Who is the modern consumer of online content? In today’s society new platforms and technologies occurs and develops in a rapid pace where consumers and businesses have to adapt continuously. Discovering content on social media platforms and browsing through news feeds rather than intently search for different things on search engines is what today’s consumers spend more time doing. The diversity of content for people to explore has never been as big as it is now, and it’s likely to continue to increase. Articles, videos, pictures and infographics. All this consumed through a small screen that can fit in your pocket. There are so many ways and platforms where you can reach out to people today. Therefore there is an entire science behind advertising online. In conclusion I want to add that not only these statements define a modern consumer, I, however, find these important when writing about this.
- 15. Summary - ‘E-commerce statistics for individuals’:2017 states ‘Gender, age, level of education and employment situation all affect e-commerce activity (Figure 3). People aged 25-34 are more active e-shoppers (77 % of internet users) than other age groups’. Concluding that it is matter of generation, the main consumer today was raised in a world. Clothing and sport goods are the most common consumption online. It’s accessible and there are often cheaper offers than in stores. - The amount of online video consumption has increased the past few years and accessibility has grown as well in form of applications and websites (e.g. youtube, vimeo, dreamfilm.hd). Statista.com states that the average person spends approximately 70 minutes per day in front of online video - Consumers changes and develops gradually because of access and demand, which results in consumer trends. Three major technology trends today would be social media, smartphones and e-commerce. s. - With the wide spectre of benefits consumers experiences when using the internet and its ongoing development, internet usage has expanded from 1 billion users 2005 to approximately 50% of the world’s population. 75% of U.K. residents uses internet daily. - Containing access to information, communication, entertainment and commercial online transactions, it’s reducing boundaries as geographical distance and time which results in giving consumers opportunity to constantly being connected. - Smartphones, which in the U.K. is the most popular device, due to its evolutionary tech features and portable appearance. People having a smartphone has increased by 26% since 2012 in the U.K.. While the percentage of people having a computer rather has gone down. - According to a survey on how people use internet to make a purchase decision, a majority of people said they used internet for comparing products/prices/features. 27% stated that internet was a source of inspiration and ideas and 26% that it was a source of discovering new brands.