Just a Minute!
As many readers of this blog will be aware, Just a Minute is a panel game on Radio 4 in which contestants are challenged to speak for one minute “without hesitation, deviation or repetition” on any subject that may come up on the cards selected by the host (currently Nicholas Parsons). First transmitted shortly after the launch of Radio 4 in 1967, it has now developed an international following through its broadcast on the BBC World Service and, more recently, on the internet.
But how our lives have changed since that first transmission in 1967! The internet as we know it today was but a distant dream, let alone the use we now make of it in every aspect of our daily lives – from ecommerce to social media, digital marketing to entertainment. Not to forget the big question of where did we find out anything before Google?! The arrival of this seemingly “all-knowing” platform born a new phenomenon; Search Engine Optimisation. A blessing for the user as they find what they’re looking for instantly, but for the marketers, SEO marketing was something that quickly had to be understood and adopted as part of their now multichannel marketing campaigns.
What better way to show you just how much the internet infiltrates our lives than by sharing with you the infograph below: the Internet version of Just a Minute! Produced by excelarcom, it shows all the activity that happens every single 60 seconds in the weird and wonderful world of the internet!
It is mind blowing to think of all that activity going on in just one minute! But it doesn’t stop there ….
We did a bit of digging around and found the equivalent infograph for 2015. Just to see whether things have changed since then and if so how.
Here’s quick summary of what we found:
Some interesting trends here. The most significant growth is in:
- Uber – 695 more rides per minute (100% increase)
- Amazon – $83,836 more in sales per minute (70% increase)
- Spotify – 24,752 more hours of music uploaded per minute (186% increase)
which indicates that more people are using the Internet to manage a wide range of aspects of their daily lives. Including online dating! It should also be taken into consideration that correspondingly increasing data speeds are needed – and continually becoming available – for them to do this.
It’s interesting to see that some of the more established means of online communication – such as email and Twitter – appear to be declining and we will keep an eye on this to see if it is indeed a trend or just a blip.
The increase in breadth of use of the internet has huge implications for marketers. Big Data is everywhere! As consumers it influences more and more of the decisions that we make every day. The more we do online and the larger our digital footprint, Big Data is there behind the scenes, making recommendations and increasingly personalising each of our consumer experiences. As marketers we need to have this opportunity for personalisation constantly at the forefront of our minds and embed it in every aspect of our digital multichannel marketing strategy.
Also as internet usage changes so must that strategy change accordingly so that we don’t fall into “square peg in round hole” syndrome! For example if there continues to be a decline in email usage – as the above infographics would suggest – then we need to re-evaluate its place in our digital marketing strategy and think about alternatives like Organic Search Marketing (SEO) and/or Paid Search (PPC). If consumers are beginning to give a higher priority to entertainment on the internet then perhaps we need to consider some creative marketing concepts that will embrace that trend.
The world of digital marketing never stays static: new trends are emerging all the time. On the one hand we can’t constantly change our digital marketing strategy to accommodate every new piece of research that comes along. But on the other hand we do need to keep abreast of such research and – once a trend is reliably established – do need to adapt accordingly to ensure that we are not wasting time, energy and money marketing to an audience that have moved elsewhere. That’s why a digital multichannel marketing strategy is now more important than ever.