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Summary and extracts
1 Synthèse du marché
1.1 Definition and presentation
Digital marketing is the set of marketing strategies and techniques applied to the digital environment, such as the web, social media, and email, which aims to increase the visibility of the company and its brand, generate website traffic, convert visitors into customers, and maintain lasting relationships with online audiences. In other words, the ultimate goal is to promote the company, a product or service. Web marketing activities can include website creation, social media management, use of online advertising, search engine optimization (SEO), email marketing, and other techniques to reach and engage the target audience through the digital channel.
In addition, digital marketing is a great opportunity for small and medium-sized businesses to make themselves visible and be competitive in the market even if the budget is smaller. In particular, through the use of data analysis and results refinement tools, it is possible to target more interested and qualified customers. This translates into less wasted money and a higher rate of return on online marketing investments. However, the costs of an effective advertising campaign continue to be high for larger companies, according to industry professionals.
Generally, thanks to the Internet, it has been possible to reach a larger audience at a lower cost than typical traditional media, namely television, radio, and print newspapers. This is clear when one considers that on the Google Chrome search engine, 3.5 billion searches are conducted daily worldwide [Google].
Globally, the digital advertising and marketing market is growing strongly with a projected compound annual growth rate of 13.9 percent over the 2023-2030 forecast period. This growth is fueled by the increase in internet users, mobile devices, social media, and also online shopping.
At the national level, Digital advertising marketing shows revenues below some European realities, such as Germany, but still significant and growing. The leading players in the segment are Amazon, Google, Facebook, and Instagram. However, there is no shortage of obstacles to its development represented by the lack of web culture and knowledge and others.
1.2 A fast-growing global market
In ****, the digital advertising and marketing market was estimated at $*** billion and is expected to reach $*.* trillion in ****. The compound annual CAGR for the forecast period ****-**** is **.*%. In addition, future growth of the digital marketing market is expected to be significant due to the growing population of people consuming and ...
1.3 The Italian market
The digital marketing industry is driven by the online advertising segment, which is growing. The market is also expected to grow thanks to the development of online shopping, which will bring more opportunities for advertisers to promote products, content, and services online.
In ****, total revenues from online advertising in the Italian ...
1.4 The consequences of the COVID-19 pandemic
Even before the outbreak of the pandemic, the digital marketing market was showing signs of a solid growth rate. Then, with the pandemic, there was a further boost as it accelerated the adoption of digital devices, which will lead to more robust growth of the digital advertising market for mobile devices ...
1.5 The obstacles to the development of digital marketing
A survey was conducted in Italy that indicated the main obstacles to the development of digital marketing. In ****, ** percent of respondents working in the digital sector said that company management lacked web culture and knowledge, up from **** when the percentage was ** percent. Forty-five percent of them, on the other hand, pointed ...
2 Analyse de la demande
2.1 Demand characteristics
Age, gender, income, geographic location, occupation, education, and ethnicity. This information can help marketers create a more targeted and personalized marketing campaign for the target audience. In addition, using demographic data can help marketers segment audiences and create segment-specific advertising messages. The analysis of demographic data can also help marketers identify ...
2.2 Determinants of demand
The growth of the Internet
The digital marketing market is growing because people's behavior has shifted from the offline world to the online world. In ** years, the number of Internet users has grown to double in size, from **.* million in **** to **.* million in **** in Italy. Users are growing strongly according to ...
3 Structure du marché
3.1 Online advertising
The Internet is how advertising reaches Internet users through various formats, which include: search engine advertising, banner advertising, video advertising, and classified ads. Another distinction should be made depending on the mode of delivery, namely that between desktop (***) advertising.
Digital advertising also covers that on social media such as Facebook, Twitter, ...
3.2 The sectors that are most invested in
In ****, it was found that the industry that spends the most resources on online digital advertising is the consumer goods industry. The share of advertising spending in this industry remained more or less constant compared to ****, or **%. The automotive industry is the second largest in terms of ad spending at **.* percent ...
3.3 Distribution channels
Services as well as any digital marketing products are sold to customers through two main modes: B*B and B*C.
B*B "business-to-business" and social media
This refers to companies that sell their products or services to other companies. In this type of transaction, the main goal is to create ...
4 Analyse de l'offre
4.1 Supply analysis
As of March ****, the number of new display campaigns was *,***, or +*.**% compared to the number of campaigns in March ****. New campaigns are defined as those communication activities that are published after ** days of silence. In contrast, the total number of active campaigns amounted to *,***. The number of active advertisers who have ...
4.2 advertising spending
The three segments for which online advertising costs the most on average are app advertising, social media advertising, and search engine advertising. Probably because of the characteristics of each sector. In-app and social media advertising is likely to be demanded by market leaders who have higher prices, for example, such as ...
4.3 Artificial intelligence and privacy
Artificial intelligence is proving to be one of the key technologies to stand out in the market and more and more digital marketing professionals are investing in its adoption.
According to a survey published by Marketing Charts, globally the top reason marketers use or plan to use artificial intelligence is to ...
5 Règlementation
5.1 Regulations
In Italy, digital marketing is regulated by several regulations that require marketers to comply with certain obligations and restrictions. Some of the most important regulations are:
The Consumer Code
Enacted by Legislative Decree No. *** of September *, ****, establishes the rules that must be complied with for consumer protection, including those concerning online ...
6 Positionnement des acteurs
6.1 Segmentation
Source: ****
- Google ads
- Meta
- PMX - Publicis media exchange
- FGMC
- Facile.it
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The digital marketing market | Italy
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Stags Participations
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