Last Updated on 26th February 2024

Reports indicate that online spending is set to continue over the next few years. According to Statista, global retail e-commerce revenues are predicted to grow to 4.88 trillion US dollars in 2021, which is almost double the figures from 2017 (2.3 trillion US dollars). Source

In other words, online marketing is a juggernaut that is showing no signs of slowing over the next half decade.

Growth of e-commerce

One study published by International Data Corporation in 2019 predicted worldwide spending on ‘The Internet of Things’ (connected devices) would reach $745 billion in 2019, which makes for a huge number of additional opportunities to reach prospects beyond the original traditional desktop device.

This indicates, the growth of mobile shopping together with the dawn of digital wearables will enhance communication and online interaction in ways that have not been possible before.

Executive research firm, Transearch has published a report showing a trend with leading firms ramping up their digital marketing department. Not only are corporations increasing spend on online marketing, they are also recruiting on-site specialists.

A report assessing Digital Marketing Spending published by Gartner Survey found that companies are planning to increase spend on SEO and social media by an average of 17%.

So why are big corporations moving away from traditional advertising methods to put more focus into online marketing?

Filling the gaps in online marketing

Technology is driving marketing innovation. The seemingly endless number of opportunities for brands and institutions to communicate messages is becoming richer and more entertaining.

And all these advancements in technology have the potential to benefit people in their everyday. We already have connected cars, thermostats and lightbulbs that provide critical information…

…how can your brand tap into new markets that are being created by new technologies?

And let’s not forget purpose-built platforms, apps and various communication channels. With all these tools at your disposal, all you need is creative thinking to make the best use of them to improve your online business.

Digital is more cost-effective than TV advertising

Television has been the leading platform for advertisers for well over half a century, but the outrageously high costs often pose a barrier. The digital arena gives marketers more scope to build reach and connect with customers.  Digital is also much more flexible than above the line advertising since it is much easier to change a title tag on a webpage or change the copy in an online ad than it is to change a television advert after it is filmed or change a printed advertisement after it has gone to press. The flexibility and cost-effectiveness of online marketing is one of the reasons brands are planning to increase spend in online channels. For example, Mondelēz International that looks after several well-known brands including Oreo, plan to increase digital spending by 50% this year, and although they still plan to make visual ads, their priority platform will be video sharing sites rather than TV.

Digital drives new revenue

Bringing marketing campaigns across to the online arena provides leverage to attract new customers. US firm Snagajob generated $8200 from their first digital marketing campaign in 2014 and the second stab attracted $36,000 of bookings in a single quarter.


The mindset of consumers is changing even if their psychology is not. Modern day customers expect good customer service and that means before, during and after the transaction.

Digital marketing, particularly mobile, allows companies to personalise marketing campaigns towards specific individuals. Through the use of apps, SMS and email you can follow your customers purchase path and offer a helping hand on the way.

Technology therefore not only allows you to provide a better service but also to interact with your customer. With onset of augmented reality just around the corner, companies will be able to provide an interactive experience online which is virtually like reality.


The emergence of social media allows corporations to have two way conversations with customers visiting their site. You may have noticed a pop-up box with the photo of the person you are speaking with behind the screen.

This allows companies to speak directly with the customer and help them out with any questions on the spot and is a great way of influencing them to progress with a transaction.

Online marketing also gives you the ability to contact customers on their mobile devices, providing they give you authority to do so. Letting customers know that a new item is in stock gives your marketing campaign an immediate impact.

You can also buy technology that allows you to identify when customers are in the area. By sending them a private message with the promise of a discount you stand a better chance of enticing them into your shop.

The number of benefits digital marketing offers over traditional marketing is growing, and with the rapid evolution of technology enabling companies to improve marketing campaigns, the digital arena is likely to be the number one marketing platform before the end of the decade.


Undoubtedly, one of the major benefits of online marketing is it’s ease of measurement.  Google Analytics and other analytics packages, if configured well (and so many are not) easily tracks conversions, add to cart goals and events, conversion funnels (and blockages), downloads, abandonment rate and more.  It’s much more simple to track an online visitor to one wandering around your offline store or who sees a billboard and may, or may not walk into one of your high street outlets.