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Research Outline
Prepared for Laya A. | Delivered April 25, 2020
Industries Using Digital Marketing
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Goals
The top 3-5 industries that are currently using digital marketing the most, as well as the digital marketing tactics that these industries use most, and the budget each industry has for digital marketing.
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Early Findings
The retail industry uses digital marketing the most and spends the most amount of money on digital marketing. In 2018, retailers in the US spent $
23.8
billion on digital ads, accounting for
21.9
% of the total digital advertising spend. By the end of 2020, the retail industry is expected to spend $
33.12
billion on digital advertising.
The automotive industry is the second largest industry
v
i
s
a
v
i
s
digital marketing. In 2018, this industry spent $
13.74
billion on digital advertising, making up
12.3
% of the total digital ad spend. The industry is forecast to spend $
18.15
billion on digital advertising in 2020.
The financial
s
e
r
v
i
c
e
s
industry is the third largest industry in relation to digital ad spend.
T
h
e
industry spent $
13.21
billion on digital advertising in 2018,
12.1
% of the total digital advertising spend.
T
h
e
financial
s
e
r
v
i
c
e
s
industry is expected to spend $
18.25
billion on digital advertising by the end of 2020.
Another industry that spends a significant amount of money on digital advertising is the
t
e
l
e
c
o
m
industry. This sector spent up to $
11.57
billion was spent on digital advertising in 2018, making up
10.4
% of the total digital advertising spend in the US. The
t
e
l
e
c
o
m
industry is forecast to spend $
15.58
billion on digital advertising in 2020.
The CPG & consumer products industry is the fifth industry that spends the most on digital advertising. In 2018, it spent $
9.49
billion on digital advertising;
8.6
% of the total digital advertising spend. By the end of 2020, it is predicted to spend $
12.80
billion on digital advertising.
Other industries that spend the most on digital advertising in the US include travel ($
8.95bn
), computing products & consumer electronics ($8.47bn), media ($6.60bn), entertainment ($
5.52
b
n
), and healthcare &
p
h
a
r
m
a
($
3bn
).
SUMMARY
Our initial research focused on the top five industries in the US that spend the most on digital advertising.
Despite thorough research, no data could be found on the marketing budget of these industries, instead, we found their marketing spend.
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