Jun 23, 2015 | 2 minute read The Impact of Digital Marketing
We all know that digital marketing is impacting the way we communicate with our consumers. From Facebook ads to Google/Bing Pay per Click to mobile marketing, digital media is taking a bigger and bigger chunk of the marketing budget each year. Let’s look at a few reasons why digital marketing is becoming such an integral part of the marketing pie.
In 2015, it seems odd to think that not everyone has internet access at home, but only 78% of Americans currently report having high-speed internet in their homes. US Census data shows that high-speed internet usage varies greatly based on key demographic characteristics which include race, age and geographic area. Even within the state of California, internet usage varies between 88.5% in San Jose to just 69% in Fresno. Finding ways to reach consumers who do not have high speed internet at home is essential.
While not every US household has high–speed internet, a whopping 90% of US adults own a cell phone. The overwhelming presence of mobile devices makes it clear that mobile marketing should play a prominent role in your overall marketing strategy.
Changes in television usage are significant and should play a role in how you divide up your company’s marketing spend. More than 7% of US households have cut out cable or satellite TV service. The advent of streaming services has made the choice to drop the expense of cable or satellite more appealing. In addition, more than half of all US adults acknowledging doing something else while watching TV. Texting, talking, surfing the web, emailing, and watching online videos are the most popular thing to do while watching TV.
Even with the fragmentation of the TV viewing market, the cost of advertising continues to rise. Cable TV ad rates rose 7.1% while network TV ad rates remained steady. Nearly 25% of ad dollars were allotted to internet marketing solutions in 2014. This number is expected to rise in 2015.
Keeping up on the trends in the digital marketing industry will help you to best determine how to allocate your marketing spend.
