Callcredit Blog

Digital is not new, get over it ;-o

Consumer Marketing Data Digital Services

The digital communications age has well and truly taken root.  It’s not new anymore, okay?  It’s seven years since the first Tweet was posted (should that really be capitalised?), 21 years since the first text message was sent and a staggering 42 years for email.  Just look at the UK numbers:

  • 86% of adults now use the internet (ie, just 14% don’t).  99% of 16-24 year olds do.
  • 99% of people earning more than £31k pa use the internet
  • 94% of adults have a mobile phone and 61% of adults access the internet on the move.  89% of 16-24 year olds do it.
  • More than 1 million people have already been signed up to 4G services launched in 2013
  • Over 60% of adults access Facebook every month

So we’re definitely well into the digital age – and maybe past it?  The novelty has worn off and language moved on too.  When is the last time you heard the term ‘new media’?  Just have a look at the below UK search volumes.

new media

Consumers are now highly informed. They know all the tricks – switching, sharing, comparing, cookies, multiple email accounts, vouchers, discount codes, daily deals, time limited trials – the list goes on.

So what’s next?  How can marketers develop the next level of competitive advantage?  Being able to deliver a great digital experience which is commercially informed using analytics, social and mobile looks promising and potentially disruptive.

As we head into 2014, now’s the time to look again at all of that unexploited potential languishing within your data by using analysis and insight to drive the right outcomes for evolved customers and the demands of your business.  Analytics is a well established function in many businesses today but it is often stuck in traditional ways and missing the opportunity to look at additional sources of data and building out prescriptive analytic applications.

Author: Paul Kennedy

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