At one level, it's simple. The online opportunity for businesses to reach and influence their audiences online depends on the levels of use of the web by different types of individuals and businesses. Defining the Opportunity, Creating a Digital Strategy and taking action works best if you can define how many of your target audience are actively using digital media and technology to inform their buying decisions.
At another level, it's now highly complex to define this opportunity. While we can still use search engine gap analysis to assess the number of people searching for information about products online and review our 'share of search' or search impressions, many other platforms are involved. These include cross-device use from mobile to desktop and use of social media and influencers. Plus, we shouldn't forget that, even in developed countries, traditional media remains important.
This infographic from the recently published Communications Market Report International shows the relative importance of digital and traditional media in informing buying decisions based on activity.
An example of the insight available in these reports is that in the UK we can see that 74% use online banking once a week and 59% shop online once a week, that's significantly higher than 57% and 40% across all 17 countries reviewed in this chart. This variation in adoption between countries, shows both the future potential and need to forecast when international marketing is important to a business.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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