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Al-Azzam, A.F. and Al-Mizeed, K., (2021). The effect of digital marketing on purchasing decisions: A case study in Jordan. The Journal of Asian Finance, Economics and Business, 8(5),
pp.455-463.
Chen, Y.N.K., (2019). Competitions between OTT TV platforms and traditional television in Taiwan: A Niche analysis. Telecommunications Policy, 43(9), p.101793.
datareportal.com (2021) DIGITAL 2021: GLOBAL OVERVIEW REPORT Available at: https://datareportal.com/reports/digital-2021-global-overview-report [Accessed on: 16th June 2023]
Daud, I., Nurjannahe, D., Mohyi, A., Ambarwati, T., Cahyono, Y., Haryoko, A.E., Handoko, A.L., Putra, R.S., Wijoyo, H., Ariyanto, A. and Jihadi, M., (2022). The effect of digital
marketing, digital finance and digital payment on finance performance of indonesian smes. International Journal of Data and Network Science, 6, pp.37-44.
Desai, V. and Vidyapeeth, B., (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 5(5), pp.196-200.
Ghahremani-Nahr, J. and Nozari, H., (2021). A Survey for Investigating Key Performance Indicators in Digital Marketing. International journal of Innovation in Marketing Elements, 1(1),
pp.1-6.
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website-traffic-coming-from-mobile-devices/ [Accessed on: 17th June 2023]
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[Accessed on 11 June 2023]](https://image.slidesharecdn.com/unit1-assignment2ppt-240115011930-53b5024f/85/Unit-1-Assignment-2-PPT-pdf-Task-1-10-320.jpg)
Unit 1- Assignment 2 PPT.pdf (Task 1)
- 2. Digital evaluation has helped to improve ROI with the transition from advertising media to online campaigns Social media platforms have evolved and allow for immediate interaction with customers. The digital evolution has helped in putting the needs of the customer first to encourage advocacy for the business.
- 3. Currently there are 4.9 billion users of the internet all around the world and has a 4% rise in the number of users in every year (worldpopulationreview.com 2023) In 2003 there were only 608 million inter user which is 9.7% of the current users which has given rise to digital marketing (internetworldstats 2023) The maximum internet speed up to 1000 Mbps is available in the market which has enhanced the number of internet users over the years (5g.co.uk 2023).
- 4. There are 6.92 billion smartphone users all around the globe which is 86.11% of the world's population (statista.com 2023) 61.3% of the population all around the world have utilized a laptop or a computer to access the internet in 2021 (datareportal.com 2021) The shipments of smart watches has reached to the value of 92.4 million in the recent years as it is easy to use (statista.com 2023).
- 5. Consumers are highly dependent on the utilization of various search engines like Yahoo, Google and Bing for searching information's (Ghahremani-Nahr and Nozari 2021) Platforms of social media like LinkedIn, Facebook and Instagram can also help in seeking information's from the online community and networking of friends Reviewing websites like Amazon and Yelp provide user experiences of the product and brands which can help in deriving recommendation and information's (Pandey et al. 2020)
- 6. Before choosing products to buy, consumers put price and quality first as their first preference based on which the decision of purchasing is usually made on digital platforms (Park 2019). Online platforms have made it simple to access many different companies from the fashion, clothing, cosmetic and grocery industry to reach to a wider audience The use of the internet has enabled small enterprises to become globally competitive due to their ability to produce products based on the preference of the consumer
- 7. The shift in preferences of the audience towards consuming video content has given rise to the OTT platforms to a global scale. Due to the enhancement in the accessibility of internet 60% of the mobile data have been consumed globally which has enhanced the video content consumption (statista.com 2023) The educational video content consumption has also increased as the consumers tend to watch content that is informative and enhances knowledge.
- 8. The Internet penetration rate was 97.8% which means that approximately 66.11 million people out of the total population in the UK used the Internet (Statista, 2023). Out of the total Internet users, almost 57.10 million people used social media which equates to almost 84.4% of the aggregate population (Meltwater, 2023). There are almost 97.23 million people who use a cellular mobile connection with 85 million active mobile phones in the UK (Mobile UK, 2023). Kepios's Analysis shows that the number of internet users in the UK improved by almost 224 thousand between the time of 2022 and 2023 which indicates a 0.3% increment (Kemp, 2023).
- 9. The increase in number of users with an active internet access has led to enhancement in digital marketing The numbers of devices which provide internet access have also increased. Enhancement in internet access have made it easier for brands and companies to reach out to a wider range of customers
- 10. 5g.co.uk (2023) How fast is 5G Available at: https://5g.co.uk/guides/how-fast-is-5g/ [Accessed on: 16th June 2023] Al-Azzam, A.F. and Al-Mizeed, K., (2021). The effect of digital marketing on purchasing decisions: A case study in Jordan. The Journal of Asian Finance, Economics and Business, 8(5), pp.455-463. Chen, Y.N.K., (2019). Competitions between OTT TV platforms and traditional television in Taiwan: A Niche analysis. Telecommunications Policy, 43(9), p.101793. datareportal.com (2021) DIGITAL 2021: GLOBAL OVERVIEW REPORT Available at: https://datareportal.com/reports/digital-2021-global-overview-report [Accessed on: 16th June 2023] Daud, I., Nurjannahe, D., Mohyi, A., Ambarwati, T., Cahyono, Y., Haryoko, A.E., Handoko, A.L., Putra, R.S., Wijoyo, H., Ariyanto, A. and Jihadi, M., (2022). The effect of digital marketing, digital finance and digital payment on finance performance of indonesian smes. International Journal of Data and Network Science, 6, pp.37-44. Desai, V. and Vidyapeeth, B., (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 5(5), pp.196-200. Ghahremani-Nahr, J. and Nozari, H., (2021). A Survey for Investigating Key Performance Indicators in Digital Marketing. International journal of Innovation in Marketing Elements, 1(1), pp.1-6. internetworldstats.com (2023) INTERNET GROWTH STATISTICS Available at: https://www.internetworldstats.com/emarketing.htm [Accessed on: 16th June 2023] Olson, E.M., Olson, K.M., Czaplewski, A.J. and Key, T.M., (2021). Business strategy and the management of digital marketing. Business horizons, 64(2), pp.285-293. Pandey, N., Nayal, P. and Rathore, A.S., (2020). Digital marketing for B2B organizations: structured literature review and future research directions. Journal of Business & Industrial Marketing. Park, E.A., (2019). Prevalence of business models in global OTT video services: A cluster analysis. International Journal on Media Management, 21(3-4), pp.177-192. Purwanti, Y., (2021). The influence of digital marketing & innovasion on the school performance. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(7), pp.118- 127. statista.com (2023) Number of smartphone users worldwide from 2013 to 2028 Available at: https://www.statista.com/forecasts/1143723/smartphone-users-in-the-world [Accessed on: 16th June 2023] statista.com (2023) Percentage of mobile device website traffic worldwide from 1st quarter 2015 to 4th quarter 2022 Available at: https://www.statista.com/statistics/277125/share-of- website-traffic-coming-from-mobile-devices/ [Accessed on: 17th June 2023] statista.com (2023) Smartwatches - statistics & facts Available at: https://www.statista.com/topics/4762/smartwatches/ [Accessed on: 16th June 2023] worldpopulationreview.com (2023) Internet Users Available at: https://worldpopulationreview.com/country-rankings/internet-users-by-country [Accessed on: 16th June 2023] Kemp, S., (2023). DIGITAL 2023: THE UNITED KINGDOM. Available at: https://datareportal.com/reports/digital-2023-united- kingdom#:~:text=Internet%20use%20in%20the%20United%20Kingdom%20in%202023&text=The%20United%20Kingdom's%20internet%20penetration,percent)%20between%202022% 20and%202023. [Accessed on 11 June 2023] Mobile UK (2023). Mobile Facts. Available at: https://www.mobileuk.org/mobile- facts#:~:text=There%20are%2097.23%20million%20mobile,connections%20per%20head%20of%20population. [Accessed on 11 June 2023] Meltwater (2023). UK Social Media Statistics. Available at: https://www.meltwater.com/en/blog/uk-social-media-statistics [Accessed on 11 June 2023] Statista (2023). Internet penetration in the United Kingdom (UK) 2002-2023. Available at: https://www.statista.com/statistics/1124328/internet-penetration-uk/ [Accessed on 11 June 2023] Statista (2023). Leading social networks in the United Kingdom (UK) 2022, by reach. Available at: https://www.statista.com/statistics/284506/united-kingdom-social-network-penetration/ [Accessed on 11 June 2023]