This document discusses the evolution of digital technology and its impact on our lives over time. It provides a timeline of key developments such as the introduction of the first mouse-driven computer in 1985 and the first digital camera phone in 2000. The document also contains statistics on internet usage globally, including that 5.2 million people worldwide use the internet and the average user spends 6.75 hours online per day, with 1/3 of that time on social media. Mobile devices now account for over 50% of web traffic. Online shopping and video are also trends discussed.
1. THE DIGITAL
EVOLUTION:
An historical view on
the impact
technology has on
our lives
Unit 1: Evolution of Digital Marketing
Assignment 2 Lynda Lister
3. THE TECH TIMELINE
Source: computerhistory.org
In the 1960’s computers
and mainframes looked
very different to today’s
sleek devices, serving
primarily business
purposes rather than
personal use.
In 1985 Apple
introduced the first
Macintosh computer.
This was the first mouse
driven computer with
graphical user interface
enhancing user
In 2000 Sharp
manufactured the first
digital phone with
integrated camera and
wireless photo sharing.
This forever changing our
relationship with our
phones
In 2015 the Apple
Watch redefined the
smart watch with
messaging, phone &
fitness compatible, with
iPhones and Mac Book
6. ACCESS TO THE INTERNET
WHO’S ONLINE
● Asia, Sth American, Sth Africa
● Japan spends the least time online
HOW MANY
USERS
● 5.2 million users worldwide
● 67% of the population
FOR HOW
LONG
● Average 6.75 hours
● ⅓ on Social media
INTERNET SPEEDS
● South Korea & Sweden are fastest
● Africa & Middle East are slowest
Source: datareportal.com
7. WEB TRAFFIC BY DEVICE
MOBILE DESMOBILE
KTOP/ LAPTOP
gs.statcounter.com
14. REFERENCE LIST
● https://lowendmac.com/2014/personal-computer-history-the-first-25-years/
● https://medium.com/voice-tech-podcast/how-voice-search-can-impact-your-seo-for-2019-e50b8923e027
● https://ourworldindata.org/internet
● WWW.PEXELS.COM
● www.Pixabay.com
● https://www.repricerexpress.com/ecommerce-trends-2020/
● Scott, DM (2012) The New Rules of Marketing and PR. Wiley & Sons, New Jersey
● https://www.shopify.com/enterprise/the-future-of-ecommerce
● https://www.simplemarketingconsultancy.co.uk/2018/05/mass-customisation-influencing-marketing/
● https://www.smh.com.au/technology/40-years-on-mobile-phones-still-pushing-consumers-buttons-20130404-
2h9ua.html#:~:text=Now%20there%20are%2030.2%20million,%2C%201987%2C%20at%2010.42am.
● https://www.statista.com/topics/1145/internet-usage-worldwide/
● Strauss, J; Frost, R (2012) E marketing 6th edition. Pearson Education
● https://www.techradar.com/au/news/four-must-have-technical-skills-for-marketers
● https://www.washingtonpost.com/graphics/2017/entertainment/tech-generations/
● https://www.webalive.com.au/ecommerce-statistics-australia/
Notas do Editor
This presentation looks at how the digital evolution and technology has impacted our lives.
The internet has been around for over 30 years now, but technological advancements have changed very rapidly in the last 10 years. Where we used to source all of our communication and entertainment needs from various sources, we are now able to do everything on our mobile devices. Rarely these days are they even called mobile phones, just mobiles, as they offer so much more than calling. This presentation explores the changes in technology over the last 30 years, and how these changes have impacted our lives on a daily basis. Technology has also had a major impact on brands and how can they can connect and engage with their customer. The traditional marketing methods of print and TV are no longer relevant, although they may work for some larger companies as part of a broader marketing plan. But today’s consumer wants personalised content, funny videos, two way communication, super fast connection speeds, shopping convenience and on demand streaming. The age of instant gratification presents both opportunities and threats for brands as they now have to compete in a highly competitive global market.
A BRIEF LOOK AT OUR TECH TIMELINE
We were first introduced to computers In the 1960’s but predominantly for office use. In the 1980’s we got computers in our homes and offices, and we started seeing hand held devices such as mobile phones. However back then a phone was just used for making phone calls (smh.com.au). Today, phones have changed our lives. We use them to browse, shop, email, watch videos, listen to music, track our health, play games, use apps, send text and occasionally make calls. This change from phone to smartphone has forever changed the way consumers connect with each other and with brands. We can get information and connection instantly, no one has to wait for anything. We spend a lot of time online, and the younger generation this is their preferred method of communication.
From a marketing perspective this means brands need to optimise their reach through as many digital platforms as relevant. Businesses need to invest in the rapidly evolving digital landscape and transform the way their business transacts with customers. Brands need to be highly engaging to stop the user from scrolling on. Competition is fierce, there are no more borders influencing buyers.
DIGITAL CHANGES IN 10 YEARS -
This slide sums up how the mobile phone has changed our daily lives. Just twenty years ago, at the beginning of the millenium we still watched movies on DVD’s, or even tapes for some. We listened to music on cassette tape or CD’s, until the iPod revolutionised music on the go (cnet.com). We had internet but it was dial up and slow, and was mostly used for searching back then. We had phones, but they weren’t smart, and gaming was on Playstation but totally different to now. Now we can watch movies, listen to music, browse the internet at fast speeds and game all on our mobile phones. Imagine what technology will be like in another 20 years? Technology has a major impact on our lives, we can no longer get by without. Everything relies on a connection; from education to work to communicating with friends and family.
The marketer 20, or even 10 years ago primarily dealt with the foundations of marketing such as targeting and segmenting, buyer behaviour, SWOT analysis and the 4or 7P’s. Today marketing and technology go hand in hand so today’s marketer needs to know about basic coding, changing algorithms, creating video content, virtual and artificial reality, web design and user experience, web analytics and more to be able to deliver marketing outcomes for modern business (techradar.com).
ACCESS TO THE INTERNET
Let’s take a look at some of the digital stats worldwide in 2020 of who’s online.
55% of the total population worldwide has access to the internet. As more cities urbanise the availability of the internet to more remote places is a contributing factor to continual growth.
67% of the population have a mobile, and more people are using their mobiles for shopping, watching video and connecting on social media.
We now spend on average 40% of our waking moments online, or approximately 6 hours and 45 minutes each day. This amount has doubles in just 3 years (ourworldindata.org).
Worldwide, there are 3.80 billion social media users in January 2020, an increase of more than 9 percent on 2019.
The internet is the go to place for anything and everything and our preferred method of communication, before face to face speaking or actual phone calls (bbvaopenmind.com). Consumers have access to more choice, more brands and more opportunities meaning marketers must present their brands in more meaningful and relevant ways, on the right platforms in order to succeed in this highly competitive market.
WHO’S ONLINE?
The worldwide average daily time spent online according to datareportal.com is 6 hours and 45 minutes daily. Onthe higher end of daily use is the Philippines, Brazil, South Africa, Thailand and Colombia, whereas Japan, Netherlands and Germany spend the least time online (datareportal.com).
Sixty percent of the world’s population is online.
Mobile phone use now accounts for 50% of total internet time.
⅓ of our daily online time is spent on social media
App usage is taking up much of the remainder of this time with App Annie reporting over 200 billion apps were downloaded in 2019
What are we looking up? - Social media, You Tube, Google search, gaming, and adult entertainment
This means there is a huge potential market out there for businesses to promote too. But not everyone has fast speeds, or a quality connection.
Web Traffic by device
Mobile phone use for internet is increasing every year, while laptops, desktops and tablets is decreasing (datareportal.com).
Over 50% of our time online is via a mobile
These technological advancements of mobiles is having a major impact on the way brands communicate to their audience.There is so much competition now, and technology to block ads, combined with limited time to get your story heard.
Brands need to know where their audience is and what are they doing? How do you get cut through now in these digital channels when everyone is doing it?. Whilst many more opportunities have opened up with mobiles, there are also more complex problems associated with digital technology, especially for small businesses that can’t afford to invest in properly researching their buyer behaviours.
Marketing and technology seem to go hand in hand. Businesses need to find new ways to adapt to technology or get left behind. The taxi network is a perfect example when Uber took over the market with better technology, ease of use and convenience.
So what are we doing when we are online? How do we get information?
In earlier days you browsed the internet for products, headed straight to a company website and tried to find more information. But websites featured heavy selling messages and one way communication which related back to oher touch points such as TV ads, billboards and radio, and email (Scott 2013).
Now the internet used for so much more than just browsing. The internet has become a sophisticated two-way communication platform spanning many channels such as You Tube, social media, streaming services, websites, blogs, podcasts and gaming just to name a few. Its our go to for all our needs and wants.
For brands you can no longer just deliver an online sales pitch. Customers want highly tailored and personalised experiences, easy to use websites, simplified shopping carts,a place to connect socially and read reviews. Interaction is two way and buyer driven. Other peoples opinions count the most, brands are not trusted alone.
So what is the average consumer doing online? Watching You Tube, gaming, checking social media, browsing and shopping, and watching adult entertainment
WHAT ARE WE BUYING ONLINE AND HOW
Australia is currently the 10th largest ecommerce market in the world by revenue, with an estimated market value of A$35.2 billion by 2021. At the beginning of 2019, 81% of people in Australia were shopping online, with a predicted one out of every ten items purchased off ecommerce stores soon (webalive.com.au). According to disfold.com, Australians are spending most of their money on US brand Ebay, even after the introduction of Amazon. Our department stores like Big W, JB Hi Fi, Myer and Officeworks rate highly attracting a combined total of nearly 35 million visitors each month..
Online grocery stores Woolworths and Coles attract a combined month visit of 31 million users.
Online marketplace and variety type stores such Ebay, Amazon and Catch of the Day attract 70, 22 and 9 million monthly visitors respectively.
Australian born web based store Kogan receives around 10 million hits per month.
CONSUMER TRENDS OVER THE LAST 5 YEARS
According to Shopify ecommerce represented 7.4% of retail spend in 2015 and has grown to 16.1 in 2020 with expected growth up to 22% in 3 years. And it is estimated that 54% of these sales will happen on a mobile device by 2021.
Green consumerism is on the rise with 50% of shoppers stating the environment influences their purchase decisions
More people are buying on social media sites like Facebook, Instagram and Tik Tok with “buy now” buttons and links direct to stores making instant purchases more convenient.
Personalisation. It’s not a new thing to want to feel valued as a consumer, and know that the brand we have just spent money with actually cares. Customer relationship management (CRM) has evolved over the past years to represent a unique and tailored experience for each customer, with the hopes that the consumer will feel more loyal towards a brand that truly knows what you like and want (Oberlo.com). The customer lifetime value (reference) is as as important as ever is an extremely competitive market online.
One of the main concerns with buying online is the inability to see how the product will look, however Augmented Reality technology is helping to bridge this gap and enable online shoppers to better visualise the products that they are interested in and their suitability. Many eyewear places such as Warby Parker in the US already offer this experience to try on glasses from the comfort of home. Augmented Reality (AR) technologies are offering a much richer buying experience and users of the technology are expected to hit 1 billion this year (shopify)
The Buy Now Pay Later model is rapidly growing, especially in Australia where Roy Morgan research states that this method for buying goods received a 350% increase this year on the previous year’s, totalling 1.95 million Australians.
The rise of voice for search and shopping online is also growing with currently around 40% of all internet users in the US using this function, and 10% growth expected next year (eMarketer). Current stats show that purchases made by voice are generally low cost items like groceries and homewares but with the search by voice function growing, brands will need to be across how to get found by SEO using voice (oberlo.com)..
Experiential or engagement marketing is as important as ever to reinvigorate the retail shopping experience and help customers connect to a brand through philosophies and values. Things such as events, pop up shops, mobile shopping experiences, entertainment and immersive interactive displays (Shopify)
ONLINE VIDEO CONSUMPTION - CHANGES AND GROWTH
Data from Ericcson estimates that ⅔ of the total world data usage in 2020 will be for video and streaming content (datareportal). People are watching videos, including on social media, vlogs, streaming tv, gaming and watching others game, and listening to music and podcasts.
70% of internet users aged between 16 and 64 stream music, and this has become another platform for marketers to tap into for advertising. Tik Tok saw huge growth in 2019 with 300 million active users outside China (China has 500 million). This social media platform which is all about music and dancing is now a major focus for marketers targeting the younger demographic (datareportal).
Gaming online represents a huge proportion of internet use and users. In fact Hootsuite stats say that 80% of internet users aged 16 to 64 play video games each month. A global total of 3.5 billion people of the total internet population. T69% play on phones and 25 percent of internet users also use dedicated gaming consoles. 1 in 5 internet users also watch others play games through You Tube.
Streaming services are on the rise, along with providers, with around ⅔ of internet users the internet to stream tv content. Consumers are choosing these platforms over traditional TV bundles due to their low cost and high value, personalised approach and mobile capabilities.
With video popularity increasing in the last few years, more businesses are using it to reach existing and potential customers. Video is growing in other business areas too such as delivering education, conferencing online, and webinars for training purposes (Epiphan).
Its clear that technology has a major impact on all our lives in the Western world and is likely to become more intense over the years. Our dependance on being connected is only increasing. We are demanding everything instantly, and we are getting in it. The world truly is our oyster. There are so many amazing things that have come from this connectedness; we can communicate with family and friends overseas more regularly, we can experience live cams in zoos on the other side of the world, we can share stories quickly that demand attention. On the flip side we have lost our ability to communicate face to face. We are so addicted to our phones and technology that moments can pass by and we don’t even notice. We are more connected, but can feel more alone. Social media has opened up the floodgates for more bullying, and it never stops, home is no longer an escape. As an adult I find myself losing many hours online unsure if I’ve achieved anything at all, and yet I'm trying very hard to ensure my children find a balance between life and screen time. The addiction is real, and its powerful.
The marketing mix is very much a technology mix now. Marketing without digital is not marketing at all. Every aspect of the marketing mix needs to be considered and potentially delivered either part way or completely on a digital platform. These advancements can be harnessed by business with resources, but for smaller sized businesses it can be impossible to dedicate time and money to researching and implementing digital policy. Businesses are faced with an enormous challenge of getting cut through in a highly competitive global marketplace on a scale unseen a decade ago. Technological change is dynamic and rapid and just keeping up is a challenge in itself, let alone implementing all the strategies to be successful.
