Here is why digital marketing is important in 2021. And just to qualify, we’re speaking about digital marketing for brand and business. Right, let’s go!
Let’s get some important UK context: Going super-broad, SUPER TOP LINE, the UK is currently in over £300bn debt post-covid-19. 2021 is not quite the ‘fresh start’ we’d all necessarily hoped for, with many businesses still being forced to stay closed.
So how have we adapted, what’s happening with online transactions and internet usage? Show me some stats!
Why digital marketing is important – well, we literally use the internet now, more than ever
The graph below was released in November 2020 by Statista. It covers internet usage worldwide, comparing Oct 2020 with Jan 2020.
So we’re looking at pre-covid fiasco, pre-lockdown internet totals based on 30+ billion sessions and 150+ billion page views across 20+ industries in 26 countries:
- Traffic: how many people are visiting sites and unique pages
- Time per session: each time we access a website or unique page,, how long on average are we staying on there
- Transactions: purchases made / Primary CTA’s follow through
- Conversion rate: number of site/page visits turned into transaction
What are we looking at here?
People in general are using the internet more, up by at least 5.5% than pre-covid. When people are ON a page, they’re engagement and time spent of that page, on average globally, is up by 8%! Our transactions online globally are up by 18%.
Conversion rate is very interesting and important to look at here. This is telling us that the desired action (i.e. purchase etc) has been completed. Pre-covid on average conversions online were a measly 1%. We’re currently at LEAST as 24.7%!
What can we deduce, and what does it have to do with why digital marketing is important?
Consider this – the world was already on the move towards almost all businesses needing to have an online presence, so that your customers/clients/candidates or other stakeholders can access information about your business.
With covid-19 and the lockdowns, many businesses have been forced to close their doors. Those who are able to still be able to trade online frankly thanking their lucky stars that they’ve been able to stay afloat.
People quite literally need to be able to find your business online to purchase your goods or services. And for businesses that weren’t able to stay open, for example a number of our clients, being present and engaging with customers/clients/candidates online has still been important. To keep front of mind and continue to build brand awareness.
‘Just because we’re closed and you’re not buying from us, doesn’t mean we can’t still add value to you and get through this together’. Brands that have adopted this philosophy will be putting themselves in a stronger position when they can reopen.
People are now used to buying online. More than ever. Our digital activity has moved at an unprecedented rate. Not being online in 2021 is simply not advisable.
Need help or advise? Please feel free to contact us with any questions you have.