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UNIT 1: EVOLUTION OF DIGITAL MARKETING. Assignment 2.
- 1. GOOGLE
- 2. THEEVOLUTIONOFINTERNET • TASK 1 • HOW CONSUMERS USE TECHNOLOGY AND ITS IMPACT ON OUR LIVES.
- 3. INTRODUCTION 1960 • METOD OF TRANSFERING DATA BEETWEEN U.S. GOVERNMENT COMPUTERS 1983 • JANUARY 1st. INTERNET IS OFFICIALLY BORN • EVERY NETWORK WAS CONNECTED BY A UNIVERSAL LANGUAGE 1990s • CREATION OF WWW • CREATION OF ONLINE COMPANIES (AMAZON, GOOGLE, EBAY) 2000s • DEVELOPMENT OF SOCIAL MEDIA NETWORKS (YOUTUBE, FACEBOOK) . 1 BILLION USERS INTERNET USERS IN 2006 2007 • PRESENTATION OF IPHONE (INCREASE OF WIRELESS ACCESS) 2010s • DEVELOPMENT OF SMARTPHONES, LAPTOPS, SMART TV´s • CONNECTION MORE RAPIDLY AND FREQUENTLY
- 6. EVOLUTIONOFINTERNETSPEED SPEED (MBPS); 2000 0 500 1000 1500 2000 2500 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 SPEED (MBPS) NIELSEN NORMAN GROUP AND COMCAST
- 7. EVOLUTIONOFUSERS 0 500 1000 1500 2000 2500 3000 3500 4000 NUMBER OF PEOPLE IN MILLION STATISTA.COM
- 8. INTERNETUSERS2020 TOTAL POPULATION UNIQUE MOBILE PHONE USERS INTERNET USERS ACTIVE SOCIAL MEDIA USERS 7,75 BILLION 5,19 BILLION PENETRATION: 67% 4,54 BILLION PENETRATION: 59% 3,80 BILLION PENETRATION: 49% HOOTSUITE
- 9. INTERNETUSERSDISTRIBUTIONINTHE WORLD 50% 16% 11% 10% 8% 4% 1% Q1 2020 Asia Europe Africa South America North America Middle east Oceania INTERNETWORLDSTATS.COM
- 11. DEVICEMOSTUSEDTONAVEGATE JAN2020 LAPTOPS AND DESKTOPS TABLETS OTHER DEVICES MOBILE PHONES 44% 2,7% 0,1% 53,2% DIFFERENCE BETWEEN JANUARY 2019-2020 +8,6% -6,8% -30% -27% STATISTA.COM
- 12. PURPOSEINTERNETUSAGE 0 10 20 30 40 50 60 70 80 90 88.4 84.2 82.9 78.1 77.4 74 59.6 36.3 JANUARY 2020 % OF USERS RESEARCHGATE.NET
- 13. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 89% 89% 66% 65% 65% 52% 47% 35% 26% 11% JANUARY 2020 % OF APP USERS HOWPOPULATIONUSEAPPS STATISTA.COM
- 17. ONLINECONTENTACTIVITY WEARESOCIAL.COM WATCH ONLINE VIDEOS 90% LISTEN STREAM MUSIC 70% CONSUME VLOGS 51% LISTEN ONLINE RADIO 47% LISTEN PODCASTS 41%
- 19. SPENTPERCATEGORY STATISTA.COM VIDEO GAMES $ 83,15 BILLION +4,9% FOOD & PERSONAL CARE $ 168,8 BILLION +13% ELECTRONICS $ 459,9 BILLION +18% FORNITURE & APPLIANCES $ 316,7 BILLION +19% TOYS, DIY & HOBBIES $ 383,2 BILLION +16% FASHION & BEAUTY $ 620,1 BILLION +18% DIGITAL MUSIC $ 13,59 BILLION +4,8% TRAVEL $ 1,19 TRILLION +7,19 %
- 21. USAGEOFVIDEOCONSUMPTION 92% WATCH ONLINE VIDEOS 58% STREAM TV CONTENT 30% PLAY GAMES LIVE 23% WATCH STREAM OF OTHERS PLAYING 16% WATCH E- SPORTS TOURNAMENTS
- 22. VIDEOPLATFORMSMOSTUSEDDURING THEPANDEMIC NETFLIX 64,5 AMAZON VIDEO 48,1% APPLE + 9,3% DISNEY + 28,9% HBO 9,7 % YOUTUBE PREMIUM 9,3%
- 23. CONSUMERTRENDS
- 24. JAN2019-2020 DATAREPORTAL.COM $380 M NEW SOCIAL MEDIA USERS (+9%) $297M NEW SOCIAL MEDIA USERS ON MOBILE DEVICE (+10%) $454 M NEW INTERNET USERS (+7%) $124 NEW MOBILE USERS (+2,4%)
- 25. 2,8 BILLION PEOPLE BUY ONLINE (+3,1%) $1786 TRILION ON SALES (+14%) 75% OF INTERNET USERS BOUGHT SOMETHING IN THE LAST MONTH
- 26. WHAT´SNEXT?
- 27. • INCREASE OF REMOTE WORK • INCREASE OF “VOICE CONTROL” • EVOLUTION OF SOCIAL MEDIA • EVOLUTION OF MARKETING
- 29. SOURCES • STATISTA (https://www.statista.com/) • PEW RESEARCH CENTER (https://www.pewresearch.org/) • NIELSEN NORMAN GROUP AND COMCAST (https://www.nngroup.com/) • HOOTSUITE (https://hootsuite.com/) • INTERNETWORLDSTATS (https://internetworldstats.com/) • RESEARCHGATE (https://www.researchgate.net/) • GOOGLE SUPPORT (https://support.google.com/) • WEARESOCIAL.COM (https://wearesocial.com/uk/) • DATAREPORTAL.COM (https://datareportal.com/) • BIG COMMERCE (https://www.bigcommerce.com/) • ORBES (https://www.forbes.com/#26d90e312254) • E-MARKETER (https://www.emarketer.com/)
- 30. • IMAGE 1,- Andrea, S. (2012) “old computer” [photograph] in pixabay.com. Available at: https://pixabay.com/es/photos/equipo-retro-edad-1895383/ [accessed 18 May 2020 • IMAGE 2,- Pexels (2016) “business” [photograph] in pixabaycom. Availables at: https://pixabay.com/es/photos/negocio-equipo-conexi%C3%B3n-internet-2178566/ [accessed 11 May 2020] • IMAGE 3,- Iven, W. (2013) “no name” [photograph] in pixabay.com. Available at: https://pixabay.com/es/photos/oficina-freelancer-equipo-negocio-583839/ [accessed 16 May 2020] • IMAGE 4,- Iven, W (2015) ”SEO” [photograph] in pixabay.com. Available at: https://pixabay.com/es/photos/seo-sem-comercializaci%C3%B3n-758264/ [accessed 18 May 2020] • IMAGE 5,- Athree23 (2018) “buy” [photograph] in pixabay.com. Available at: https://pixabay.com/es/photos/comprar-teclado-entrar-bot%C3%B3n-www- 3692490/ [accessed 18 May 2020] • IMAGE 6,- Stocksnap (2017) “video” [photograph] in pixabay.com. Available at: https://pixabay.com/es/photos/video-c%C3%A1mara-%C3%B3ptica- fotograf%C3%ADa-2562034/ [accessed 17 May 2020] • IMAGE 7,- Altman, G. (2018) “change” [photograph] in pixabay.com. Available at: https://pixabay.com/es/photos/cambio-nuevo-comienzo-riesgo-3256330/ [accessed 18 May 2020 • IMAGE 8,- Funkyfocus (2017) [photograph] in pixabay.com. Available at: https://pixabay.com/es/photos/manipulaci%C3%B3n-smartphone-gleise-2507499/ [accessed 17 May 2020]
- 31. TASK2.SCRIPT Hello and welcome to the second assignment of the digital marketing course. We are going to see very briefly the history of internet: and it begins in 1960 when it is used just by the government to transfer data. But the official year that internet is born is 1983. During the 90´s we see the creation of the www (Amazon, Google). In the 2000’s is when the social media develops. The first IPhone appears in 2007 and change everything until nowadays where we have smartphones, tablets, etc. • Slice 5 Internet started with Dial-Up.- Modem via telephone line (maximum speed of 56 KBPS). We find it now just in rural areas. But all changed when Broadbandappeared (fasteraccess. Phone and internet signals are separated so you can use both at the same time) • Slide 6-8 The broadbandallowed internet to go from less than 300 MBPS in 1999 to more than 2000 last year, factorthat made skyrocket the users of internet. Now: - 7 billion people in the planet - More than 5 are mobile phone users - Almost 5 are internet users - Almost 4 are social media users
- 32. • Slide 9 The great majorityof those users are from Asia, followed by Europe and Africa. • Slide 11 As we can guess the most used device is the mobile phone beforethe laptop and the tablet in third place. We see how the use of the phone keeps growing while the other device decreasedbetween 2019-2020. • Slice 12-13 We use the internet mostly to communicate, being the chat apps, email and social media the most used. During the pandemic the shopping got a huge growth obviously • Slice 15-17 The 3 ways that consumers search are: DO they want to completesomething such as a purchase. GO they want to arrive somewhere (checking maps). KNOW such as learning or improving. And the way we look for the information is 90% via search engines like Google but the video search is growing every day being itself the 90% of the content activity in the internet. A new way of searching that we are finding is through social media, that´s why influencer marketing is so important nowadays.
- 33. • Slice 19 We mentioned that during the pandemic shopping on internet increased hugely and we can see that the top one industry by spend it´s being travelling but the business that has grown the most is furniture and appliances • Slice 21-22 During the pandemic and all the lockdowns, we have seen how the video consumption amplified being Netflix and Amazon video the most used • Slice 24-25 Everything is changing and we can see it on the consumer trends. The most important points: • Social media platforms and its usage on mobile device are growing by 10% per year. • Shopping on internet increased by 3% and the money spent by 14% • Slice 27 What´s next? • We have alreadyseen that remote work is here and it is going to stay (Facebook, Twitter) • Usage of voice control (Alexa) is gaining importance • Social media is evolving and marketing has to do it too. We see how people are using those platforms to make money using marketing (Influencers). LINK: