For most businesses, time and budget are at a premium and investing in digital advertising can seem daunting. But in a fast-paced, ever-changing world, digital marketing offers you a direct line to consumers, and with the right strategy its rewards far outweigh its costs.
The UK digital advertising market is booming. In 2016, digital was the largest media channel, accounting for 48% of the annual ad spend at £10.3 billion, up 17.3% year-on-year. Mobile now accounts for more than 50% of display advertising, and both video and social formats are growing.
People spend more time online on smartphones than on any other device, and usage patterns can vary significantly between demographics. Parents are bigger online users of mobile devices than non-parents; and mums are more likely to be mobile-only consumers. But don’t ignore desktop: 75% of adults in the UK use both a mobile device and a PC, and desktops still have the largest monthly adult audiences. Desktop sessions tend to be longer than mobile sessions, and for complex or high value purchases like cars, jewellery and banking, customers are more likely to do their research on a desktop.
In general, consumers are increasingly moving online for their shopping needs. As consumers change their habits and preferences, digital has become an essential tool to impact sales - both online and in-store. Last year a study with i2c and Nielsen tested display advertising for Unilever and Nestle brands with Sainsbury’s customers, and found that online ads not only drove users in-store, but averaged an ROI of £1.47 for every £1 spent.
So what does this all mean? We don’t go online anymore - we live online. Customers have embraced digital media, and if businesses want to keep up they must do the same, starting with a website optimised for both desktop and mobile devices. When it comes to your brand, you’ll want to test a few options to find the best way to reach your unique consumers. Digital allows you to run ads, analyse the results, and tweak the campaign in real time. If something’s not working, you can find out why – and fix it straight away.
Internet Advertising Bureau (IAB)