UK Digital Market

UK Digital Marketing Market Overview:

The UK digital marketing market size reached USD 17.43 Billion in 2023. Looking forward, IMARC Group expects the market to reach USD 39.44 Billion by 2032, exhibiting a growth rate (CAGR) of 8.70% during 2024-2032. There are various factors that are driving the market, which include the burgeoning e-commerce sector, rising adoption of smartphones, integration of advanced technologies, and increasing number of social media platforms.     

UK Digital Marketing Market Trends:

Growth of E-Commerce Sector

The growth of the e-commerce sector in the UK is closely linked to the expansion of the digital marketing market. As more consumers turn to online shopping, businesses are increasingly investing in digital marketing strategies to capture this growing audience. There is a rise in the demand for digital marketing tactics such as search engine optimization (SEO), pay-per-click (PPC) advertising and content marketing to improve search engine visibility and drive traffic to online stores. E-commerce platforms rely on personalized and data-driven marketing strategies. Digital marketing enables retailers to use advanced analytics and user data to deliver personalized ads, email campaigns, and recommendations based on user behavior, improving conversion rates and user retention. In addition, e-commerce growth is catalyzing the demand for seamless integration between different marketing channels like social media, email, and mobile. This omnichannel approach ensures a consistent brand presence across platforms, increasing engagement and sales as consumers switch between devices and platforms during their shopping journey. As per the research report of the IMARC Group, the UK e-commerce market is projected to exhibit a growth rate (CAGR) of 18.50% during ​2024-2032​. 

Increasing Adoption of Smartphones

In 2023, 98% of all adults aged 16-24 in the UK own a smartphone, according to Uswitch. The rising adoption of smartphones in the country is catalyzing the demand for digital marketing. As more consumers rely on their mobile devices for various daily activities, businesses are adapting their marketing strategies to engage this mobile-first audience. Additionally, with the majority of UK internet users accessing content via smartphones, businesses are investing more in mobile advertising. This includes mobile-optimized display ads, in-app advertising, and mobile-friendly search engine marketing, which help brands reach users directly on their devices. E-commerce brands are focusing on mobile-specific marketing strategies, such as push notifications and app-based promotions. These tools allow businesses to target individuals with personalized offers and real time updates, capitalizing on the convenience of mobile shopping. Furthermore, brands are leveraging social media platforms for mobile-specific campaigns, influencer collaborations, and shoppable content, engaging users directly through their social feeds.

UK Digital Marketing Market News: 

• On 1 February 2024: Dentsu partnered with GoodNet, the ethical media and intelligence company, to launch a new Ethical Media Index (EMI) in the UK, enabling brands to plan and measure the ethical performance of their digital campaigns. The EMI helps brands tackle these challenges, enabling the measurement of ethical and sustainability metrics at scale for digital advertising campaigns. 
• 10 July 2024: The European Influencer Marketing Alliance (EIMA) joined the European Advertising Standards Alliance as an Associate Industry Member to offer guidance and local expertise to improve the influencer marketing industry. It was founded by several creator economy trade associations including the Influencer Marketing Trade Body (IMTB) in the UK, Union des Métiers de l'Influence et des Créateurs de Contenus (UMICC) in France, and Bundesverband Influencer Marketing e.V. (BVIM) in Germany.
• 29 May 2024: Cavefish, UK artificial intelligence (AI) business launched an AI-led marketing tool to support business’ content marketing work. The tool uses a digital platform to allow businesses to integrate specific requirements such as personas, audience data, SEO requirements and content topics and uses AI to generate online content.    

UK Digital Marketing Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country level for 2024-2032. Our report has categorized the market based on digital channel and end use industry.  

Digital Channel Insights:

• Email Marketing
• Search Engine Optimization (SEO)
• Interactive Consumer Website
• Online/Display Advertising
• Blogging and Podcasting (Including Microblogging)
• Social Network Marketing
• Mobile Marketing
• Viral Marketing
• Digital OOH Media
• Online Video Marketing
• Others
   

The report has provided a detailed breakup and analysis of the market based on the digital channel. This includes email marketing, search engine optimization (SEO), interactive consumer website, online/display advertising, blogging and podcasting (including microblogging), social network marketing, mobile marketing, viral marketing, digital OOH media, online video marketing, and others.

End Use Industry Insights:

• Automotive
• BFSI
• Education
• Government
• Healthcare
• Media and Entertainment
• Others
   

A detailed breakup and analysis of the market based on the end use industry have also been provided in the report. This includes automotive, BFSI, education, government, healthcare, media and entertainment, and others.

Regional Insights:

• London
• South East
• North West
• East of England
• South West
• Scotland
• West Midlands
• Yorkshire and The Humber
• East Midlands
• Others
   

The report has also provided a comprehensive analysis of all the major regional markets, which include London, South East, North West, East of England, South West, Scotland, West Midlands, Yorkshire and The Humber, East Midlands, and Others.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.

UK Digital Marketing Market Report Coverage:

Key Questions Answered in This Report:

• How has the UK digital marketing market performed so far and how will it perform in the coming years?
• What has been the impact of COVID-19 on the UK digital marketing market?
• What is the breakup of the UK digital marketing market on the basis of digital channel?
• What is the breakup of the UK digital marketing market on the basis of end use industry?
• What are the various stages in the value chain of the UK digital marketing market? 
• What are the key driving factors and challenges in the UK digital marketing?
• What is the structure of the UK digital marketing market and who are the key players?
• What is the degree of competition in the UK digital marketing market? 

 Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the UK digital marketing market from 2018-2032.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the UK digital marketing market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the UK digital marketing industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.