Global Digital Landscape and Factors Impacting Digital Marketing Success

Derek Edmond • Managing Partner • LinkedIn: in/dedmond29
@KoMarketing Search • Social • Content
https://komarketing.com/mass-export-center-2020/
Reach Global Markets
Through Social Media and
Creative Content
Development

Derek Edmond
Managing Partner
@KoMarketing – Online Marketing
Search • Social • Content
Boston, MA

What does the online
environment look like for
digital usage and social media
activity, across the globe?
QUESTION

Global Digital Snapshot: Key Indicators
• +4.66 Billion active users online
• +4.14 Billion active social media profiles
• +5.2 Billion unique mobile users
• ~6 hours and 55 minutes spent on the
internet each day (~3 hours and 37
minutes via mobile phone)
Source: We Are Social - https://datareportal.com/reports/digital-2020-october-global-statshot

Global Digital Snapshot: Year on Year Growth
• Our population has grown 1% (81 million)
• +7.4% users online (+321 million)
• +2% growth in unique mobile users (+102
million)
• +12.3% social media adoption (+453 million)

COVID-19: Increase in Online & Digital Activities
Percentage of internet users 16 – 64 (in select
countries) who report spending more time in
select online activities due to COVID-19
• 43% spending longer on social media
• 42% spending longer on messaging services
• 36% spending more time on mobile apps
Source: We Are Social - https://www.slideshare.net/DataReportal/digital-2020-july-global-statshot-report-july-2020-v01

Social Media Adoption Worldwide
Social media accounts for more than one-third
of our connected time. We now spend an
average of almost 2½ hours per day on social
platforms.
This means that collectively, the world now
spends more than 10 billion hours per day
using social media, which equates to more than
1 million years of human existence.

The world’s most used social media platforms, based on active users, accounts, or
addressable advertising information (in millions, as of mid October 2020).

World's Most Visited Websites (September 2020)

Share of Web Traffic by Device
Digital access through mobile devices exceeds
access through desktops and laptops (Sept 2020)
• 50.2% via mobile phones
• 47.1% via desktops and laptops
• 2.6% via tablets
• 0.06% via other devices (such as gaming
consoles)
Image Source: https://penningtoncreative.com/mobile-vs-desktop/

Average Mobile Internet Connection Speed Rankings
Worldwide, the average mobile connection speed is 36 mbps. In the US it is 46.1 mbps.

Average Fixed Internet Connection Speed Rankings
Worldwide, the average fixed connection speed is 85.7 mbps. In the US it is 161.1 mbps.

Online Content Activities
Percentage of global users 16 – 64 that consume a
specific type of content via the internet each month

Use of Voice Search and Voice Commands (Q2 2020)
Worldwide an average of 45% of respondents
ages 16 – 64 use voice search and voice
commands each month on any device.
• The US average is 40% or 10th among nations
reporting
• India is highest at 59% and Japan is the lowest
at 14% (of 42 countries reported)
Image Source: https://seo-hacker.com/voice-search-impact-seo-2018/

Use of Image Recognition Tools on Mobile (Q2 2020)
ages 16 – 64 use image recognition tools (IE
search lenses) on mobile devices.
• The US average is 23% or 31st among nations
reporting
• Columbia is highest at 64% and Germany is
the lowest at 9% (of 46 countries reported)
Image Source: https://techcrunch.com/2014/02/06/amazon-puts-image-recognition-
into-its-main-ios-app-prepare-to-be-even-more-showroomed-retailers/

What factors impact digital
marketing success in today’s
global environment?
QUESTION

B2B Buying Habits: The B2B Buyer Journey
Source: KoMarketing https://komarketing.com/blog/mapping-the-b2b-buyer-journey/

B2B Buying Habits: The B2B Buyer Journey
Source: KoMarketing https://komarketing.com/blog/b2b-buyers-journey/

B2B Buying Habits: Discovery
Percentage of B2B decision makers that indicate they discover new
products or services through each channel or activity.
• 42.9% Supplier Websites
• 40.6% Search Engine Results
• 37.6% Video Sites (E.G. YouTube)
• 36.6% Social Media Websites
• 36.4% Printed Newspapers and Magazines
• 36.3% Online Newspapers and Magazines
• 35.9% Online Advertising
• 34.7% Blogs
• 34.0% Television Ads
• 28.1% Radio Ads

Use of Social Media for Brand Research (Q2 2020)
ages 16 – 64 use social media websites for brand
research.
• The US average is just 32% or 35th among
nations reporting
• Kenya is highest at 84% and South Korea is
the lowest at 24% (of 46 countries reported)

B2B Buying Habits: Research & Validation
Percentage of B2B decision makers that indicate each channel is
“very influential” when researching new products or services to buy.
• 49.1% Recommendations from Experts in my Network
• 46.8% User Reviews
• 46.2% Recommendations from Industry Analysts
• 39.7% Supplier Websites
• 39.2% Recommendations from Colleagues and Friends
• 36.5% Search Engine Results
• 33.5% Video Sites (E.G. YouTube)
• 30.7% Social Media Websites
50.9% that use social media websites go to YouTube, and 48.5% go
to Facebook. This is followed by WhatsApp (38.6%), Instagram
(36.2%), and LinkedIn (33%), rounding out the top 5.

B2B Buying Habits: Preferred Ways to Contact Suppliers
Percentage of B2B decision makers who say they using each
channel to contact a supplier they are interested in buying from.

Mobile Integration
Source: Google https://www.google.com/webmasters/tools/mobile-friendly/

Mobile Integration
Mobile site experience best practices:
• Page Speed (Site Load Times)
• Image Optimization
• Mobile-First Website Layout
• Content Readability

Social Media Marketing: Facebook
Facebook by the numbers:
• Reaching 2.14B global users via Facebook advertising
parameters
• 79.9% only access Facebook via mobile phone (versus
18.5% that access on computers and phones and just 1.7%
that only use computers)
• Users average 12 liked posts and 12 advertisements
clicked in the past 30 days, globally, on average.
• Just 0.18% engagement rate (post engagements vs page
followers) on all posts, on average globally

Source: Statista https://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook-users/

Source:

Social Media Advertising: Facebook

Social Media Marketing: Instagram
Instagram by the numbers:
• Reaching 1.16B global users via FACEBOOK advertising
parameters
• Instagram +1M user growth quarter to quarter in India
(+20M), US (+10M), Indonesia (+5M), Brazil (+4M), Russia
(+3M), Mexico, Japan, Turkey (all +2M), and Vietnam, and
Pakistan
• 0.96% engagement rate (post engagements vs page
followers) on all posts, on average globally

Social Media Marketing: Instagram

Social Media Marketing: LinkedIn
LinkedIn by the numbers:
• Reaching +727M global users via LinkedIn advertising
parameters
• LinkedIn as a +1M user growth quarter to quarter in China
(+10M), India and Brazil (+2M), and Australia, Canada,
France, and Indonesia
• US has the largest user base at a +170M reach

Source: Statista https://www.statista.com/statistics/272783/linkedins-membership-worldwide-by-country/

Social Media Advertising: LinkedIn

Social Media Marketing: Twitter
Twitter by the numbers:
• Reaching +353M global users via Twitter advertising
parameters
• Twitter +1M user growth quarter to quarter in the US (+6M),
Japan and Indonesia (+2M), and Germany, India, and the
UK
• Brazil, France, South Korea, and Turkey all have +500K
quarter over quarter growth as well
• US and Japan have the largest user bases at reaches of
+68M and +51M respectively

Source: Statista https://www.statista.com/statistics/242606/number-of-active-twitter-users-in-selected-countries/

Social Media Advertising: Twitter

Source: https://vincos.it/world-map-of-social-networks/

What About “Content Marketing”?
Source: CMI https://contentmarketinginstitute.com/wp-content/uploads/2020/09/b2b-2021-research-final.pdf

What About Successful “Content Marketing”?

Content Marketing Editorial Calendars

Content Marketing Tactical Usage

Content Marketing Distribution

Content Marketing Performance

What’s About Google Search?
• Algorithm updates
• Huge penalties for spammers
(but limited visibility to
impacting factors)
• Better content and marketing
practices
• Trust

Domain Architecture
Source: Google https://support.google.com/webmasters/answer/182192?hl=en&ref_topic=2370587#2

Language Mapping for Search Engines
Source: KoMarketing https://komarketing.com/blog/seo-strategies-for-multilingual-web-content/ /
• Keep the content for each language on separate web addresses / don’t mix languages on
the web page.
• Avoid side-by-side language translations.
• Consider cross-linking each language version of a page.
• Don’t use cookies to show translated versions of the page and avoid automatic redirection
based on the user’s perceived language.
• Use robots.txt to block search engines from crawling automatically translated pages on your
site.
• If content is duplicate or very similar across regional web pages – such as English variation
content on a German website – utilize the rel-canonical tag to alert Google to the preferred
destination.

Social Media Strategy Performance
Source: Salesforce https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp

Digital Marketing Performance
Source: Salesforce https://www.salesforce.com/form/conf/6th-state-of-marketing/

Are there any recommended
resources that you use to
support digital marketing
programs that have an
international focus?
QUESTION

Resources:
• We Are Social: Follow their SlideShare account for regular updates on online marketing
trends across regions and worldwide
– https://www.slideshare.net/DataReportal
– https://twitter.com/wearesocial
• Salesforce: Every year they release a new “State of Marketing” report covering B2B and
B2C marketing trends
– https://www.salesforce.com/blog/top-marketing-trends-navigate-change/
– https://twitter.com/salesforce
• Google Webmaster Resources: Stay up to date with the latest information and resources
from Google, across website-specific topics of interest.
– https://www.google.com/webmasters/
– https://twitter.com/googlewmc
• KoMarketing: https://komarketing.com/ and https://twitter.com/komarketing

KoMarketing Case Studies:
• L-com Global Connectivity: PPC for B2B E-Commerce
https://komarketing.com/success-stories/navigating-b2b-e-commerce-landscape-l-com-
global-connectivity/
• John Deere MachineFinder: Search, Social, and Content
https://komarketing.com/success-stories/john-deere-machinefinder-case-study/
• Social Media Program for A B2B Trade Organization
https://komarketing.com/success-stories/social-media-program-b2b-trade-organization/
• International Website Optimization: Chinese Site Launch
https://komarketing.com/success-stories/international-website-optimization-chinese-site-
launch/
• KoMarketing: https://komarketing.com/success-stories/

KoMarketing • @KoMarketing
Thank You!
Who has questions?

Global Digital Landscape and Factors Impacting Digital Marketing Success

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