Many of us see these sort of tables and every time we cannot imagine that the figures cannot get any larger they do.
Digital Adoption is Accelerating
Worldwide social media users: 4.14 billion - 53% of the world's population use social media in other words, more people use social media than don't use it.
Simon says that "two thirds of the working population in the world is now active on social media."
How much research do you need to convince you?
All of this research explains, that the modern customer is online, the world has gone digital and sitting with our heads in the sand isn't going to make it go away.
"Now that might seem incredible, but it quickly makes sense when we consider just how pervasive digital has become in people’s everyday lives.
Even if we just look at what people are doing on their mobile phones, it quickly becomes clear that there’s practically no part of our lives that remains untouched by connected tech.
In effect, our smartphones have become ‘remote controls’ for our everyday lives.
We’re using them to stay in touch with friends and family; to watch movies and TV shows and listen to music; to play games; to do our shopping; manage our finances; stay fit; and even find love.
So perhaps it’s no wonder that people are spending so much time online.
However, data shows that people have been spending even more time online since the start of the COVID-19 pandemic, especially during the initial wave of lockdowns, when people were largely confined to their homes.
But perhaps even more interesting is the fact that many of us expect to continue with these new behaviours, even after the pandemic ends."
But what does this mean for marketers?
"Well, as we’ve just seen, connectivity is helping people all over the world to make their lives easier and better.
And marketers need to keep that context in mind.
The real opportunity is to deliver similar benefits and outcomes via our digital marketing activities as well.
And that means going beyond using digital simply to deliver more efficient interruptions."
Interruptions being advertising. Many marketers see "social media" and "advertising" as interchangeable terms, in fact social media and advertising are very different and the winners in 2021 will understand this. Simon carries on to say
"Sure, online ads represent an opportunity, but the much bigger opportunity is to use connected tech to actively add value to our audiences’ lives, and to proactively help them to make their lives easier and better.
But with social media already accounting around a third of our connected time, it’s worth spending a bit of time to explore this opportunity in more detail."
A CEO Just Said to Me
"There is a race on. First we need to shock people into understanding that the world has changed. Second, we need to give them the skills to work in the changing world." I couldn't put it better myself.
He went onto say "By giving my team(s) “new world” skills will gives us a competitive advantage."
Interesting that he finished by saying
"The thing is there is a “burning bridge” and we need to make sure we are over that bridge."
What Got You Here Won't Get You There
Research shows that your customers and prospects are online and it's time that you reached out and had conversations with them. Not with the legacy methods from the past of interruption and broadcast (advertising, cold calling and email), but by using modern methods based on "permission" and "relationships".
Everytime we run our social selling programs, we always get 30% increase in revenue and a 40% reduction in the sales cycle.
There are also some softer benefits, you and your team get a new life skill and as a leader you are providing the business with a digital legacy. Supporting the transformation to digital for the business.
Here is a great example of somebody who launched his business during the pandemic, but is not laying people off but expanding.
Where Do We Go From Here?
Just give me, or one of the DLA Ignite team and hour of your time and we can walk you through what we are doing for other companies. No hard sell, just take you through what other companies are doing to transform, how they are getting competitive advantage and how they have made their way over the burning bridge.
B2B marketers are almost universally relieved to be turning their calendars over to 2021. 2020 has been a difficult year in many respects, though there have been some noteworthy bright points. But what should marketers expect from 2021, particularly if they market globally? What does the online environment look like for B2B global digital marketing, digital usage, and social media activity across the globe? Fortunately, we have enough data to be reasonably sure about several aspects of 2021 already. Here’s what the data forecasts: