• Serina Gill

The Evolution of digital marketing

As we all know, digital technology has impacted the lives of consumers and businesses around the world. As a community with an interest in interactive media, it is important to seek knowledge of the impacting factors in order to understand how messages best reach certain audiences.


Just by looking around us in a public forum, it is noticeably evident that access and usage of the internet in general is a rapidly and exponentially growing source and activity.

There are 3.58billion internet users, however the usage varies region to region based on demographics, finances, wars and geographical factors to name a few. From a business perspective, regional research allows businesses decide which geographic regions it should target its digital marketing efforts and investments towards.


From desktop computers to smart-watches and everything in between, the array of digital devices available is increasing with the increase in internet accessibility and speed. In 2017 in Great Britain, 78% of adults had used the internet “on the go” using. Despite this fact, computers are still the preferred method for accessing the internet in a developed country such as Britain.

In a comparison to Nigeria, a less developed country where there is higher preference for smartphones. Evidently, the correlation between this usage and the cost of each of types of products is relevant to the median income of that region.


Company’s need to ensure their products and services are being sold and marketed in the right way online to appear high up on search engines relevant to their industry be in Google, Facebook, LinkedIn or Academic sources as the internet is now one of the most cost-effective ways of selling to a wider audience at a faster pace. With consumers spending an average of 5 hours per week shopping online it is no surprise that the e-commerce industry is responsible for approximately $2 trillion USD in annual sales.


Video consumption is growing with YouTube recording over a billion users. This is almost one-third of total internet users, making it the most popular video streaming site online.

Consumer trends


Data about online consumer purchasing behaviour helps companies is another avenue organisations can go to, to define their online retail strategies such as Web site design, online advertising, market segmentation, product variety, inventory holding, and distribution.



Our increasing desire for quicker access, faster internet, quicker delivery times are all consumer demands and trends that have been fuelled by the increase in use of technology. It’s impact has led to businesses and organisations changing the way in which they operate and sell their services.

There are pro’s and cons to any situation – some will argue the benefits of instantly accessible information don’t outweigh the negatives of less face to face social interaction as a result of the time spent ‘online’, others will argue that the internet has allowed us to achieve recent medical breakthroughs. Either way, the internet has made a huge impact on society in many ways and as digital marketers, keeping up with the trends and monitoring usage is crucial to business success.




Youtube Link: https://www.youtube.com/watch?v=VMJZL88Q7yA


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© 2020 by Serina Gill MUA