Assignment 2



Unit 1: Evolution of Digital Marketing

Assignment 2 

Task 3


Part 1 

Video Pitch Script 


Introduction 

Every year, the number of people using the internet is growing and with that, comes changes in the way consumers think, look and buy. New technologies have led to more innovative and accessible ways to connect to the online word and help to drive new online trends and even global, cultural changes. 

I am going to outline how consumers are currently using new technology and the impact it has on their lives, addressing some of the key points from my presentation.

Access to the Internet

The number of people accessing the internet continues to grow. In 2009, there were 1,596 million internet users, approximately 23.8% of the global population. In 2019, there are 4,388 million internet users, approximately 58% of the global population  (Internet World Stats, 2019). 

Cable has a global broadband speed league table which looks at how fast a server can download data. Singapore leads with 60.39 mbps, Sweden follows in second place and Denmark is third. Surprisingly, the UK is lower down the league table, sitting in 35th place (Cable, 2019). 

Digital devices used by audiences 

Digital devices are expanding, with everyday objects now being integrated with smarter technologies, such as cars, refrigerators, televisions and soft-drink dispensers, all of which were once not considered digital devices (Lumen, 2019).

Wearable digital devices, in particular, smartwatches, are predicted to reach 225 million worldwide shipments in 2019, which is a rise of 25.8% from 2018 (Draper, 2018). 

How customers search for information

Consumers continue to use search engines as their main method of finding information online. A whopping 89% of customers beginning their buying process with a search engine (Vivid Fish, 2017) and 39% are influenced by a relative search before making a purchase (Napier Marketing Group, 2018). 

Google still has 90.46% of the global search engine marketshare (SEO Tribunal, 2018), which is mainly down to factors such as their easy to use homepage, limited advertisements, fast loading and their popular Google Chrome web browser.

What consumers buy online

Consumers buying more online has led to new trends such as fast fashion, which is where e-commerce retailers have developed an accelerated and cheaper production process in order to make new clothing trends available to consumers as quickly as possible (Gilliland , 2019). However, there are growing reports that this fast and low-cost approach to clothes manufacturing is having a costly environmental impact (Harrabin, 2018). 

Consumers are also continuing to buy online subscription services, like Spotify and Netflix (Columbus, 2018), and in 2018, Amazon captured almost 50% of all e-commerce retail sales in the US (Desjardins, 2018), which suggests that consumers are narrowing the channels they use to buy goods online.

Online video consumption 

It is predicted that by 2022, online videos will make up more than 82% of all consumer internet traffic (Cisco, 2019) and last year saw 2.38 billion people streaming or downloading video content (eMarketer, 2018).

More than 75% of global video viewing is on mobile devices (eMarketer, 2018) and 92% of mobile video viewers share videos seen online with others (Lister, 2019).

Globally, consumers will spend 84 minutes a day watching online videos in 2020, up 25% from 67 minutes a day in 2018 (Tran, 2018).

Consumer trends 

Consumer trends have shown an increasing desire for a strong visual culture online. Reflected in the popularity of photo-sharing apps, like Instagram and Pinterest, as well as a rise in the number of businesses using visual search technology (Wood, 2018).

There is also a growing trend in consumers using technology to track and improve their health and fitness as smarter technologies, such as sensors in smartwatches, are making it more affordable and easier to look after and track our health (Bell, 2018). The global digital health market is expected to rise to 206 billion US dollars by 2020 (Statista, 2019).

Summary

It is evident the variety of ways that new technologies and the internet have changed and how they continue to have a huge impact on consumers’ daily lives. How they continue to evolve and grow will surely lead to an even greater impact on our future and it is therefore, imperative that businesses continue to look and analyse their effect in order to survive the ever-changing market.

Part 2


Link to presentation on SlideShare: 

https://www.slideshare.net/secret/pOf957FC9lPMum

Part 3

Link to video pitch on Vimeo: 


Reference List


Internet World Stats (2019) Internet Growth Statistics [Online], Available at: https://www.internetworldstats.com/emarketing.htm [Accessed 19 April 2019].

Cable (2019) Worldwide broadband speed league 2018 [Online], Available at: https://www.cable.co.uk/broadband/speed/worldwide-speed-league/ [Accessed 19 April 2019].

Lumen (2019) Digital Devices [Online], Available at: https://courses.lumenlearning.com/santaana-informationsystems/chapter/digital-devices/  [Accessed 19 April 2019].

Draper, S. (2018) ‘Wearable Device Sales Will Grow 26 Percent Worldwide in 2019, Says Research Company Gartner’, Wearable Technologies [Online], 6 December, Available at: https://www.wearable-technologies.com/2018/12/wearable-device-sales-will-grow-26-percent-worldwide-in-2019-says-research-company-gartner/ [Accessed 19 April 2019]. 

Vivid Fish (2017) 89% of customers begin their buying process with a search engine [Online], Available at: https://www.vividfish.co.uk/blog/89-of-customers-begin-their-buying-process-with-a-search-engine-source-fleishman-hillard [Accessed 19 April 2019]. 

Napier Marketing Group (2019) How People Search the Internet 2018 [Online], Available at: https://www.social4retail.com/how-people-search-the-internet-2018-infographic.html [Accessed 19 April 2019]. 

SEO Tribunal (2018) 63 Fascinating Google Search Statistics [Online], Available at: https://seotribunal.com/blog/google-stats-and-facts/ [Accessed 19 April 2019].

Gilliland, N. (2019) ‘Four factors fuelling the growth of fast fashion retailers’, Econsultancy [Online], 9 April, Available at: https://econsultancy.com/four-factors-fuelling-the-growth-of-fast-fashion-retailers/ [Accessed 22 April 2019].

Harrabin, R. (2018) ‘Fast fashion is harming the planet, MPs say’, BBC [Online], 5 October, Available at: https://www.bbc.co.uk/news/science-environment-45745242 [Accessed 22 April 2019].

Columbus, L. (2018) ‘The State Of The Subscription Economy, 2018’, Forbes [Online], 4 March, Available at: https://www.forbes.com/sites/louiscolumbus/2018/03/04/the-state-of-the-subscription-economy-2018/#5d4552e53efc  [Accessed 22 April 2019].

Desjardins, J. (2018) 'Chart: Amazon’s Dominance in Ecommerce’, Visual Capitalist [Online], 17 August, Available at: https://www.visualcapitalist.com/chart-shows-amazons-dominance-ecommerce/ [Accessed 23 April 2019]. 

Cisco (2019) Cisco Visual Networking Index: Forecast and Trends, 2017–2022 White Paper [Online], Available at: https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white-paper-c11-741490.html [Accessed 23 April 2019].

eMarketer (2018) More Than 75% of Worldwide Video Viewing is Mobile [Online], Available at: https://www.emarketer.com/newsroom/index.php/threequarters-video-viewing-mobile/ [Accessed 23 April 2019].

Lister, M. (2019) ‘37 Staggering Video Marketing Statistics for 2018’, WordStream [Online], 12 March, Available at: https://www.wordstream.com/blog/ws/2017/03/08/video-marketing-statistics [Accessed 23 April 2019]. 

Tran, K (2018) ‘ ‘Time spent with digital video will grow 25% by 2020’, Business Insider [Online], 17 July, Available at: https://www.businessinsider.com/zenith-report-online-video-consumption-2018-7?r=US&IR=T [Accessed 23 April 2019]. 

Wood, B. (2018) ‘The Rise of Visual Search: How Brands Can Adapt’, Search Engine Journal [Online, 26 July, Available at: https://www.searchenginejournal.com/visual-search-brands/260897/#close [Accessed 23 April 2019]. 

Bell, L. (2018) ‘15 Ways To Improve Your Health Using Technology’, Forbes [Online], 26 March, Available at: https://www.forbes.com/sites/leebelltech/2018/03/26/the-best-health-tech-2017/#4693295438df [Accessed 23 April 2019].

Statista (2019) Global digital health market from 2015 to 2020, by major segment [Online], Available at: https://www.statista.com/statistics/387867/value-of-worldwide-digital-health-market-forecast-by-segment/ [Accessed 23 April 2019].









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