Every day enterprises are considering digital marketing campaigns more and more as an important part (even the most one) of their marketing budgets. Of course, its proportion depends on the target of the business, but regardless of it, it’s evident the online channel is changing the business models since some years.
In my opinion, online channels shouldn’t be a replacement of traditional ones, having both coexisting could be the key of your business success. Online channels offer new features and they have to be profited planning digital marketing campaigns to:
- increase ROI
- analyze the results and user’s feedback
- improve conversation with our customer
- increase reach
To better understand the importance of integrating online marketing campaigns let’s analyze five facts that will help us figuring out the evolution of online users.
1. Number of Internet connections.
The image displayed below shows the percentage of Internet access and broadband Internet connections by household in Europe, having the double of broadband connections and about 43% increase of Internet access since 2006:
Internet usage from 2006 to 2010
Data source: Eurostat (online data codes: isoc_pibi_hiac, isoc_pibi_hba).
2. Online user’s device: prioritizing mobility.
Mobility & Online… that’s the conclusion after analyzing the sales evolution of smartphones and laptops showed below. In the chart smartphones sales till 2010 have strongly increased and we can even see the estimation for 2011 where the tendency does not seem to change, even the sales of both devices aims to be quite similar.
Data source: RBC Capital markets.
3. Searches on Internet: Information availability.
Online users get benefits of how the data is available and indexed on Internet, that’s why people uses search engines to access faster and with more precision to the information they were looking for. The following shows the US search volume evolution since December 2004.
Monthly US searches
Data source: comScore.
4. Social networks.
One of the most important things to care about while planning a digital marketing strategy is the conversation with the users. Social networks are a new resource for both sides (user and provider) and the statistics reflect it. We can see in the following image the popularity growth for two of the most used social networks:
Twitter Vs Facebook awareness
Data Source: Arbitron, Edison Research
5. Online sales: variety, availability, facility and recommendations from the community.
As a consequence of the Internet penetration and the access facility in the new devices, digital channels are been used more and more to purchase products and/or services. As showed in the image below, the sales growth in the latest years has been increasing each year.
U.S. e-Commerce dollar sales growth ($ Billions)
Data source: comScore
Those statistics show us the importance of online channels, and in consequence, the importance of digital marketing campaigns to cover them. Regarding the evolution, it’s not surprising that the tendency for online channels will keep increasing.
Don’t hesitate to leave a comment if you want to share your opinion about digital marketing integration.
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