During the 1990s advertising had a big shift due to the world wide web being invented.
Previously dominated by broadcast advertising – it became more focused on specific and personalised advertising.
In 2009, online advertising overtook TV as the biggest spend by advertisers and still remains today.
Mobile advertising is worth about $169bn in 2022 and 92.1% of internet users access the internet using a mobile phone.
A touch point is a connection between a brand that could either make or break the company.
Successful brands within the digital landscape have realised that brands have become a conversation. Target audiences have just as much say in the shape of that dialogue as marketing directors and agencies. The key is to enable those conversations by supplying the channels and tools to a demanding world that revolves around constant connectivity.
Digital Advertising:
- Online Banner Ads
- Screen takeovers
- Pre/post roll video
- Out of home digital (tube stations and bus stops)
- In-Game
- Social Media
- PPC
- Mobile
The value of the online market has grown to £4.8 billion in 2011 from 14.4% increase compared to 2010. Online now has the highest share of ad spend with 28% compared to other mediums.
By the end of 2011, the UK’s online user base grew to 52.7+ million
Social media accounts for 22% of time spent online
Demographics don’t exist online – behavioural targeting is more relevant and important
Digital is a service delivery channel and can sit at the centre of all communications.
The History of the Internet and Technology:
1971 – Email is invented by Ray Tomlinson
1975 – First modern email program called MSG was created by John Vittal with forward and reply functions
1977 – First PC Modem was created by Dennis Hayes and Dale Heatherington
1979 – First online role playing game was developed called MUD (MultiUser Dungeon)
1980 – Prodigy Communications Corporation was a network service that offered subscribers a broad range of services such as news, weather, shopping, games, banking, stocks, travel and other features. It also ran the very first digital advert for Sears that was presented to users while using their service
1985 – Whole Earth ‘Lectronic Link also known as the WELL was the first virtual community that can be used as one of the first social networks ever to exist
1988 – Internet Relay Chat (IRC) is deployed for real time chat and instant messaging programmes we use today
1990 – Tim Berners-Lee implemented the first successful communication between a HTTP client and a server via the internet. He would then introduce the World Wide Web to the world the next year
1993 – Mozaic was launched as a graphical browser publicly
1994 – QR codes come to mobile. Originally invented in Japan, to scan components at high speed is now used as a popular type of two-dimensional barcode
1994 – Hotwire (now wired.com) began selling banner advertising space
1994 – Yahoo launched a service to allow anyone create a website
1997 – Apple invents and releases the iPhone. A game changer to create a mobile phone that has access to the internet and email
1998 – Google is launched
2000 – Google began selling Pay Per Click advertising space next to its search results
2002 – Friendster launched as a modern social network
2003 – MySpace releases to the public with custom social profiles, 3rd party banner ads are embedded in to the page to create spaces for advertising
2004 – Facebook launches, by 2006 it was open to the public. The introduction of sponsored stories begins
2006 – Twitter is the first service to launch with short form messages and in 2010 they began paid advertising in the form of these promotional messages (tweets)
When the internet started selling advertisement, the old model of demographics was used to consider who to aim adverts at. However, with the ability to track users using cookies – marketers realised conventional demographics didn’t exist online and so behaviour types began.
Behaviour Types:
Directed Information Seekers
These users are likely to go to the site directly to look at the content.
Undirected Information Seekers
Members of this group of users tend to be novice users, they come across your website and content through other means such as shared links and other social media
Directed Buyers
Direct buys accessing specific products such as tickets or merchandise
Bargain Hunters
These users want to find the offers available such as sales and promotions
Entertainment Seekers
Users are looking to interact with the web for entertainment through contests and consume online media such as apps or games. YouTube can be used an example for this behaviour type
Previously dominated by broadcast advertising – it became more focused on specific and personalised advertising.
In 2009, online advertising overtook TV as the biggest spend by advertisers and still remains today.
Mobile advertising is worth about $169bn in 2022 and 92.1% of internet users access the internet using a mobile phone.
A touch point is a connection between a brand that could either make or break the company.
Successful brands within the digital landscape have realised that brands have become a conversation. Target audiences have just as much say in the shape of that dialogue as marketing directors and agencies. The key is to enable those conversations by supplying the channels and tools to a demanding world that revolves around constant connectivity.
Digital Advertising:
- Online Banner Ads
- Screen takeovers
- Pre/post roll video
- Out of home digital (tube stations and bus stops)
- In-Game
- Social Media
- PPC
- Mobile
The value of the online market has grown to £4.8 billion in 2011 from 14.4% increase compared to 2010. Online now has the highest share of ad spend with 28% compared to other mediums.
By the end of 2011, the UK’s online user base grew to 52.7+ million
Social media accounts for 22% of time spent online
Demographics don’t exist online – behavioural targeting is more relevant and important
Digital is a service delivery channel and can sit at the centre of all communications.
The History of the Internet and Technology:
1971 – Email is invented by Ray Tomlinson
1975 – First modern email program called MSG was created by John Vittal with forward and reply functions
1977 – First PC Modem was created by Dennis Hayes and Dale Heatherington
1979 – First online role playing game was developed called MUD (MultiUser Dungeon)
1980 – Prodigy Communications Corporation was a network service that offered subscribers a broad range of services such as news, weather, shopping, games, banking, stocks, travel and other features. It also ran the very first digital advert for Sears that was presented to users while using their service
1985 – Whole Earth ‘Lectronic Link also known as the WELL was the first virtual community that can be used as one of the first social networks ever to exist
1988 – Internet Relay Chat (IRC) is deployed for real time chat and instant messaging programmes we use today
1990 – Tim Berners-Lee implemented the first successful communication between a HTTP client and a server via the internet. He would then introduce the World Wide Web to the world the next year
1993 – Mozaic was launched as a graphical browser publicly
1994 – QR codes come to mobile. Originally invented in Japan, to scan components at high speed is now used as a popular type of two-dimensional barcode
1994 – Hotwire (now wired.com) began selling banner advertising space
1994 – Yahoo launched a service to allow anyone create a website
1997 – Apple invents and releases the iPhone. A game changer to create a mobile phone that has access to the internet and email
1998 – Google is launched
2000 – Google began selling Pay Per Click advertising space next to its search results
2002 – Friendster launched as a modern social network
2003 – MySpace releases to the public with custom social profiles, 3rd party banner ads are embedded in to the page to create spaces for advertising
2004 – Facebook launches, by 2006 it was open to the public. The introduction of sponsored stories begins
2006 – Twitter is the first service to launch with short form messages and in 2010 they began paid advertising in the form of these promotional messages (tweets)
When the internet started selling advertisement, the old model of demographics was used to consider who to aim adverts at. However, with the ability to track users using cookies – marketers realised conventional demographics didn’t exist online and so behaviour types began.
Behaviour Types:
Directed Information Seekers
These users are likely to go to the site directly to look at the content.
Undirected Information Seekers
Members of this group of users tend to be novice users, they come across your website and content through other means such as shared links and other social media
Directed Buyers
Direct buys accessing specific products such as tickets or merchandise
Bargain Hunters
These users want to find the offers available such as sales and promotions
Entertainment Seekers
Users are looking to interact with the web for entertainment through contests and consume online media such as apps or games. YouTube can be used an example for this behaviour type
Gen Z - Market Research
Gen Z, also known as the post-millennial generation, is made up of individuals born between 1997 and 2012. This generation is important in today's society for several reasons.
First, Gen Z is the first generation to have grown up with technology and social media as a ubiquitous part of their daily lives. This has given them a unique perspective on the role of technology in society and how it can be used for both good and bad. As a result, Gen Z is often at the forefront of discussions about the ethical use of technology and the need for responsible digital citizenship.
Second, Gen Z is the most diverse and inclusive generation to date. They are more accepting of differences and more likely to support issues such as LGBTQ rights and racial equality. This makes them an important voice in promoting tolerance and inclusivity in society.
Third, Gen Z is the future of the workforce. As they enter the job market and begin to take on leadership roles, they will bring with them their unique perspective on technology and their commitment to diversity and inclusion. This will likely lead to a shift in the way that businesses and organizations operate, with an emphasis on ethical use of technology and a more inclusive workplace culture.
Gen Z’s income is set to reach a combined $33 trillion over the next decade, surpassing the earning potential of millennials by 2031. Brands must realise that understanding Gen Z will help them realise the true business value of their brands. Gen Z seek brands that are aligned with their values. 85% believe brands should be about something more than just profit.
Gen Z’s income is set to reach a combined $33 trillion over the next decade, surpassing the earning potential of millennials by 2031. Brands must realise that understanding Gen Z will help them realise the true business value of their brands. Gen Z seek brands that are aligned with their values. 85% believe brands should be about something more than just profit.
Gen Zs spend around 8 hours a day online
16 to 24 age bracket spend the most time on the internet
100% aged between 16 and 24 in the UK accessed the internet via mobile in 2019
Gen Z is a big fan of video content, film and cinema. Tiktok, Snapchat and Instagram as well as YouTube rising to the top of being the best ways to entertain. They have also been instrumental in the rise of streaming and online TV being the preferred way of digesting content. Gen Zs are the generation most likely to be found on social media.
Research says 55% of Gen Z say they would like to explore the world and 49% saying they are interested in other cultures and languages (GWI)
75% of Gen Zs in the US think their generation is going to change the world (WARC)
Gen Z view that choosing a brand to portray and believe in, should share similar values and opinions that the person believes in – it should be more than just about profit. 60% of Gen Zs in the US view their choice of brand as an expression of themselves. 79% want their money to go to a brand they believe in. According to research by GWI, Gen Z is 25% more likely than other age groups to say social media causes them anxiety.
Influencers are another important aspect of social media and Generation Z, 79% of Gen Zs in the UK and Ireland say they would make a purchase after seeing an influencer recommendation.
The Importance of Social Media to Brands and Consumers
Users on social media often interact with brands and businesses by either celebrating purchases or complaining about customer service. This interaction can provide valuable data, particularly for Gen Z users who are skilled at using social networks. Social listening, which captures spontaneous opinions and exchanges with brands, can provide valuable insights into shopping experiences and journeys, as well as identify pain points or opportunities for a business. It can also be used to uncover broader consumer trends and general sentiment towards a brand or product, which can help a business make important decisions.
Digital and mobile ethnographies
Ethnographic research involves observing consumers in their natural settings to gain insight into their behaviors. Digital and mobile ethnographies can capture the experiences of a generation whose lives often blend the digital and physical worlds. Participants can use their devices to take pictures and videos, record audio, and write notes in real time as they carry out different tasks and activities. This approach has the advantage of using tools like mobile phones and apps that Gen Z is familiar with and comfortable using, which can improve the success of the research.
Online Surveys and bulletin boards
Giving individuals the opportunity to respond to questions or prompts at their own pace and from any location can encourage them to participate in research, especially for the mobile-friendly Gen Z. Digital bulletin boards can be a good way to engage with younger individuals, and short online surveys triggered by a specific location or action can also boost engagement among a generation with a short attention span. Using visual content like GIFs or images can also help enhance the connection with a demographic that is used to expressing themselves using memes.
First, Gen Z is the first generation to have grown up with technology and social media as a ubiquitous part of their daily lives. This has given them a unique perspective on the role of technology in society and how it can be used for both good and bad. As a result, Gen Z is often at the forefront of discussions about the ethical use of technology and the need for responsible digital citizenship.
Second, Gen Z is the most diverse and inclusive generation to date. They are more accepting of differences and more likely to support issues such as LGBTQ rights and racial equality. This makes them an important voice in promoting tolerance and inclusivity in society.
Third, Gen Z is the future of the workforce. As they enter the job market and begin to take on leadership roles, they will bring with them their unique perspective on technology and their commitment to diversity and inclusion. This will likely lead to a shift in the way that businesses and organizations operate, with an emphasis on ethical use of technology and a more inclusive workplace culture.
Gen Z’s income is set to reach a combined $33 trillion over the next decade, surpassing the earning potential of millennials by 2031. Brands must realise that understanding Gen Z will help them realise the true business value of their brands. Gen Z seek brands that are aligned with their values. 85% believe brands should be about something more than just profit.
Gen Z’s income is set to reach a combined $33 trillion over the next decade, surpassing the earning potential of millennials by 2031. Brands must realise that understanding Gen Z will help them realise the true business value of their brands. Gen Z seek brands that are aligned with their values. 85% believe brands should be about something more than just profit.
Gen Zs spend around 8 hours a day online
16 to 24 age bracket spend the most time on the internet
100% aged between 16 and 24 in the UK accessed the internet via mobile in 2019
Gen Z is a big fan of video content, film and cinema. Tiktok, Snapchat and Instagram as well as YouTube rising to the top of being the best ways to entertain. They have also been instrumental in the rise of streaming and online TV being the preferred way of digesting content. Gen Zs are the generation most likely to be found on social media.
Research says 55% of Gen Z say they would like to explore the world and 49% saying they are interested in other cultures and languages (GWI)
75% of Gen Zs in the US think their generation is going to change the world (WARC)
Gen Z view that choosing a brand to portray and believe in, should share similar values and opinions that the person believes in – it should be more than just about profit. 60% of Gen Zs in the US view their choice of brand as an expression of themselves. 79% want their money to go to a brand they believe in. According to research by GWI, Gen Z is 25% more likely than other age groups to say social media causes them anxiety.
Influencers are another important aspect of social media and Generation Z, 79% of Gen Zs in the UK and Ireland say they would make a purchase after seeing an influencer recommendation.
The Importance of Social Media to Brands and Consumers
Users on social media often interact with brands and businesses by either celebrating purchases or complaining about customer service. This interaction can provide valuable data, particularly for Gen Z users who are skilled at using social networks. Social listening, which captures spontaneous opinions and exchanges with brands, can provide valuable insights into shopping experiences and journeys, as well as identify pain points or opportunities for a business. It can also be used to uncover broader consumer trends and general sentiment towards a brand or product, which can help a business make important decisions.
Digital and mobile ethnographies
Ethnographic research involves observing consumers in their natural settings to gain insight into their behaviors. Digital and mobile ethnographies can capture the experiences of a generation whose lives often blend the digital and physical worlds. Participants can use their devices to take pictures and videos, record audio, and write notes in real time as they carry out different tasks and activities. This approach has the advantage of using tools like mobile phones and apps that Gen Z is familiar with and comfortable using, which can improve the success of the research.
Online Surveys and bulletin boards
Giving individuals the opportunity to respond to questions or prompts at their own pace and from any location can encourage them to participate in research, especially for the mobile-friendly Gen Z. Digital bulletin boards can be a good way to engage with younger individuals, and short online surveys triggered by a specific location or action can also boost engagement among a generation with a short attention span. Using visual content like GIFs or images can also help enhance the connection with a demographic that is used to expressing themselves using memes.