Digital marketing trends and the changing use of technology.

1. EVOLUTION OF
DIGITAL MARKETING
CAROLINE FARRELL
STUDENT ID: 86809187

2. Technology advances have
impacted how consumers are
connected to the world. They
can work, play and shop online
and are increasingly turning to
their phones to do all this.
The digital world is evolving,
responding to consumer
demands for more
personalisation and an improved
customer experience.
Introduction
Staff, MD. (2018) Our Shared Digital Future. [Image]

3. Access to the Internet
Total
Internet Users
5 Billion
Internet users
as a % of total
population
63.0 %
Year on year
change in the
number of internet
users
+ 4.1%
+196 Mill
Average daily
time spent using
the internet
6 H 53 M
-0.7% (-3mins)
% of users accessing
the internet via
mobile phone
92.4%
-0.4%
We are Social (2022) Digital 2022: Another Year Of Bumper Growth

4. Access to the Internet
Internet Connection Speeds
Mobile speed of
mobile Internet
connections
Download (MBPS)
29.91
Upload (MBPS)
8.5
Latency (MS)
29
Year-on-year
change in median
speed of mobile
connections
Download
+40.6%
Upload
+13.3%
Latency
-3.3%
Mobile speed of
fixed internet
connections
Download (MBPS)
60.1
Upload (MBPS)
25.9
Latency (MS)
10
Year-on-year
change in median
speed of fixed
connections
Download
+33.7%
Upload
+38.5%
Latency
-9.1%
We are Social (2022) Digital 2022: Another Year Of Bumper Growth

5. Access to the Internet
Speed Inequalities
44%
77%
66%
9%
5%
26%
40%
1%
11% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Latin America North America Oceania, East and South
East Asia
Africa
Access to Internet Speed of > 500mbps Speed of > 1 Gbps
84% <
30mbps
Omdia (2020) Global broad band access is growing but so is speed inequality

6. Digital Devices used by Audiences
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Mobile Phone
Smart Phone
Laptop or Desktop (any)
T.V.
Tablet
Games Console
Percentage of users aged 16 to 64 who use each kind of device to access the internet
We are Social (2022) Digital 2022: Another Year Of Bumper Growth

7. "an iPod, a
phone, and an
internet
communicator,"
~ Steve Jobs, Former Chairman &
Co-Founder of Apple
Hartmens, A. (2022) Steve Jobs unveils the iPhone in 2007 [Photo]

8. How Customers Search for Information
92%
3% 1% 1% 0.91% 1.55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Google Bing Yahoo! Baidu YANDEX Other
Worldwide Market Share from Jan 2021 - Jan 2022
Serpstat (2022) Which search Engines are the most popular on the internet.

9. 1. Do – the searcher knows what
they want and have buying intent
2. Know – searches for news or
general Knowledge
3. Go – searches for a specific
brand, known product or site
Taylor (2021)
How Customers Search for Information
Why do Customers use a Search Engine?
Moon, M. (2021) Prykhodov via Getty Images

10. What Consumers buy Online
Annual Spend, 2021 (U.S. Dollars, B2C only)
Electronics
$988.4 Bill
+13% YoY
Fashion
$904.5 Bill
+17% YoY
Furniture
$436.8 Bill
+13% YoY
Toys, Hobbies, DIY
$392.9 Bill
+18% YoY)
Food and Bev
$588 Bill
+35% YoY
We are Social (2022) Digital 2022: Another Year Of Bumper Growth

11. What Consumers buy Online
Most Visited Online Retail Websites
Worldwide in 2022
0.00 500.00 1,000.00 1,500.00 2,000.00 2,500.00 3,000.00 3,500.00
Amazon.com
ebay.com
Walmart.com
aliexpress.com
etsy.com
amazon.de
wattpad.com
amazon.co.uk
ikea.com
homedepot.com
Average monthly traffic (in million visits)
Chavalier, S. (2022) Statista

12. 1. Increased Desire for Variety and
Discovery or the “TikTok Effect”
2. More Product Research and
Shopping
3. Improved Moods After Digital
Video Consumption
ChannelFactory (2022)
“In times of uncertainty, digital
video can be a wellspring of
positivity”
Hensler and Gardner (2020)
Online Video Consumption
Montenegro (2022) Getty Images

13. Online Video Consumption
Most Visited Websites: Semrush Ranking(2022)
48.9
38.9
9.3
6.7
5.9
5.6
5.4
3.9
3.2
3.0
0.0 10.0 20.0 30.0 40.0 50.0 60.0
Youtube.com
Google.com
Facebook.com
Wikipedia.com
Pornhub.com
Twitter.com
Xvideos.com
Reddit.com
Instagram.com
Amazon.com
Total Website Traffic in February (Billions)
We Are Social (2022) More than 5 Billion People Now Use The Internet.

14. Online Video Consumption
Most Popular Types of Videos on the Internet (2022)
93%
51%
37%
30%
30%
29%
27%
27%
27%
26%
0% 20% 40% 60% 80% 100%
Any kind of video
Music video
Comedy, meme or viral
Tutorial or how-to video
Video livestream
Educayional video
Sports clip or highlights video
Gaming video
Product review video
Influencer videos and vlogs
Percentage of global internet users watching video content each week
Oberlo (2022) Video Consumption Statistics

15. Consumer Trends of 2022 and Beyond
In-store Vs Online
73%
53%
18%
34%
12%
In-store
Through an online Retailer selling a
variety of brands (eg. Amazon)
Directly from a company's mobile app
Directly from a company's website
Through a social media app
Oberlo (2022) Video Consumption Statistics

16. “A brand is simply
trust.”
~ Steve Jobs, Former Chairman &
Co-Founder of Apple
Orlenski, B. (2014) In Brands We Trust. [Image]
Consumer Trends cont’d
Building Digital Brand Trust
Companies must demonstrate
they care for the customer and
ESG issues through authentic and
transparent messaging. Watt, D.
(2021)

17. Consumer Trends cont’d
Flexible Working
• WFH and hybrid working
model to continue.
• A jump in video calls due to
stay at home “Zoom Effect.”
• GWI’s data shows that 71.7
percent of working
professionals used video
calls at the end of 2019, but
just two years later, that
figure had jumped to 86.5
percent.
Bell, J. (2021) Flexible working: Is it a given or is it earned? [Photo]
We are Social (2022)

18. Consumer Trends cont’d
Increased Personalisation
• Advancements in mobile
personalization technologies
• Image recognition capabilities
e.g. Pinterest “Lens” tool
• Data Privacy and Cookies
• AI-Powered Personalisation
• Omnichannel Personalisation
The Hotels Network (2018) Why personalization on your hotel
website is vital for your online marketing strategy [Photo] Artug (2022)

19. Digital technologies has opened
up the world to us with instant
access to information, products
and entertainment. The
pandemic has accelerated
technologies that help us
communicate, share information
and collaborate together
remotely. The future will see us
enjoying more personalisation
and better video content. All this
combined with our love of in–
store shopping, means we will still
get to have the best of both
worlds.
Summary
Wynn, L.S. (2022) What is the best way to search the internet?[Photo]

20. References:
Artug, E. (2022) 9 Exciting Personalization Trends to Watch for in 2022. Ninetailed. [Online] Available at:
https://ninetailed.io/blog/personalization-trends-to-watch-for-in-2022/ Accessed 22 August
Bell, J. (2021) Flexible working: Is it a given or is it earned? [Photo] Available at:
https://www.hcamag.com/au/news/general/flexible-working-is-it-given-or-is-it-earned/260193 Accessed 22
August
Channel Factory (2022) The Social Effect: How video consumption trends have changed. [Online] Available
at: https://channelfactory.com/video-consumption-trends/ Accessed 18 August
Chavalier, S. (2022) Statista [Online] Available at: https://www.statista.com/statistics/274708/online-retail-
and-auction-ranked-by-worldwide-audiences/ Accessed 20 August
Hartmans, A. (2022) The iphone at 15: How Apple’s iconic smartphone changed the world forever and how
it is evolved since 2007. Business Insider. Available at: https://www.businessinsider.com/apple-iphone-
evolution-first-iphone-every-model-2019-12 Accessed 22 August
Hensler, V and Gardner, K. (2020) Think with Google. [Online] Available at:
https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/pandemic-video-behavior-
research-trends/ Accessed 22 August

21. References:
Montenegro, L (2022) In 2022, video is where we all need to be. Forbes. Available at:
https://www.forbes.com/sites/forbesagencycouncil/2022/01/28/in-2022-video-is-where-we-all-need-to-
be/?sh=6b88c0bf7e5a Accessed 20 August
Moon, M. (2021) Prykhodov via Getty Images [Photo] Hubspot. Available at:
https://blog.hubspot.com/marketing/google-advanced-search-tips Accessed 20 August
Oberlo (2022) Video Consumption Statistics. [Online] Available at: https://au.oberlo.com/statistics/online-
video-consumption-statistics Accessed 22 August
Omdia (2020) Global broad band access is growing but so is speed inequality. [Online] Critical Comms.
Available at https://www.criticalcomms.com.au/content/industry/article/global-broadband-access-is-
growing-but-so-is-speed-inequality-950927713 Accessed 18 August
Orlenski, B. (2014) In Brands We Trust. [Image] Forbes. Available at:
https://www.forbes.com/sites/steveolenski/2014/03/04/in-brands-we-trust-why-brands-must-treat-trust-like-
gold/?sh=50094c007c20 Accessed 23 August
Serpstat(2022)Which search Engines are the most popular on the internet. [Online] Available at:
https://serpstat.com/blog/which-search-engines-are-the-most-popular-on-the-internet-a-comparison-of-
regions/ Accessed 16 August

22. References:
Staff, MD. (2018) Our Shared Digital Future. Modern Diplomacy [Image] Available at:
https://moderndiplomacy.eu/2018/12/10/our-shared-digital-future/ Accessed 28 August
Taylor, D. (2021) How People Search: Understanding User Intent. Search Engine Journal. [Online] Available at:
https://www.searchenginejournal.com/seo-guide/how-people-search/#close Accessed 20 August
The Hotels Network (2018) Why personalization on your hotel website is vital for your online marketing strategy
[Photo] Available at: https://blog.thehotelsnetwork.com/personalisation-hotel-marketing-strategy Accessed
22 August
Watt, D. (2021) Five trends shaping the future of consumer markets. [Online] PWC Available at:
https://www.pwc.com.au/digitalpulse/report-future-consumer-markets-trends.html Access 24 August
We are Social (2022) Digital 2022: Another Year Of Bumper Growth. [Online] Available at
https://wearesocial.com/au/blog/2022/01/digital-2022-another-year-of-bumper-growth/ Accessed 22
August
We are Social (2022) More than 5 billion People Now Use The Internet. [Online] Available at:
https://wearesocial.com/au/blog/2022/04/more-than-5-billion-people-now-use-the-internet/ Accessed 16
August
Wynn, L.S. (2022) What is the best way to search the internet? [Photo] EasyTechJunkie.
https://www.easytechjunkie.com/what-is-the-best-way-to-search-the-internet.htm Accessed 25 August