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Lisa’s argument …

In her debate with Mike Molesworth, 'Is digital marketing a force for good or evil?', Lisa Harris builds the case for.
A photo of Lisa
© University of Southampton 2016
Lisa starts off by asking us to consider a few statistics:
  • 81% of small businesses have increased their time spent on social media in the past year, according to a recent study.
  • In the USA, by the end of 2015, 78% of the largest companies (the Fortune 500) had active Twitter accounts and 74% maintained a Facebook Page, according to a University of Massachusetts Dartmouth study. There was also a 13% increase in the number of Fortune 500 companies with an Instagram account.
  • Across all categories online advertising spend by UK companies increased by 16.4% to £8.6 billion in 2015. Check out this short video of key statistics from the Interactive Advertising Bureau.
  • Mobile has been the most popular device to access to the web since 2014, according to a Smart Insights article ‘Mobile marketing statistics 2016’.)
  • Online video is getting really big. For example, the Internet Advertising Bureau found an 85% increase in digital video spending between 2014 and 2016.
  • There’s huge potential for brands in making effective use of real time image services such as Snapchat.

Digital marketing statistics reports

You may also be interested in the additional reports which are linked to at the bottom of the page.
It is easy to assume from reading reports like these that business is moving online at a rapid rate and that anyone not jumping on the bandwagon is ‘out of touch or a dinosaur’. But is that really the case?
Perhaps there are valid reasons why ‘business as usual’ is not necessarily a bad thing for many companies?
After listening to Lisa in the video in the previous Step and looking at some of the statistics, what are your thoughts right now?

© University of Southampton 2016
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