Opportunities and Threats in Digital Marketing for 2018

Refer to the internet report from Mary Meeker; some interesting points will be useful for marketers to plan and be aware of their brand in 2018 ahead.

Opportunities
Daily time consuming on digital media especially from mobile devices keeps increasing. But there is still a gap between % of mobile usage and % marketers spend on advertising in this channel. Currently, people spend 29% of their times on mobile, whereas, the advertising on mobile is allocated just 26% of total budget. Therefore, the brand has the room to optimize their spending and gain more revenue from this channel.

Source: Internet Trends 2018 by Mary Meeker (KPCB)

With many methods in creating advertising on mobile, E-mail is still the interesting one that works for digital marketing strategy. From Adesta’s report, E-mail is considered to be the fact of everyday life. People daily checked the email with many times per day, and a large number of people check email from mobile. But to go and success on E-mail advertisement, brands need to consider many factors especially how to avoid to be spam in receivers’ view as well.

Threats
The social media is the part of raising up the advertising engagement and also the click per rate (CTR). But it turned into the drop on ROI from the higher cost as well. Moreover, Customer Lifetime Value (LTV) becoming one of the critical metrics increased together with the rise of the customer acquisition cost. Therefore, the brands need to wisely reconsider about the measure and budget planning to gain the productive result from the change in the trend and measurement.

Source: Internet Trends 2018 by Mary Meeker (KPCB)

Reference:
https://marketingland.com/digital-advertisings-opportunities-threats-from-mary-meekers-internet-trends-report-241264

http://www.kpcb.com/internet-trends

https://optinmonster.com/is-email-marketing-dead-heres-what-the-statistics-show/