The Marketing sector has been experiencing changes since the invention of commercially available personal computers. During this phase, the business world also witnessed the emergence and popularity of eCommerce industry which ultimately gave rise to Digital Marketing. Today, businesses are unsure of the future and believe that Digital Marketing will still play a key role for the next few years. Let’s talk in detail about the technological developments that changed our opinion about marketing.
The Rise of the Internet
The mass adoption of the internet in people’s day-to-day life is the single greatest event that influenced the marketing world. The term “Digital Marketing” was first introduced in 1990. At this time, Web 1.0 platform helped people to browse necessary information on the Internet.
The first online banner ad purchased by HotWired for advertisement went live in the year 1993. At this point, the World Wide Web Project did not really make a significant difference until the introduction of Netscape in 1994.
The next few years saw the evolution from email to search engines as the number of users increased. This was a revolution in the marketing industry. Email became a new arsenal of the marketing industry while the search engines gave more exposure to the companies by allowing them to create websites and attracting users to find information about their products and services from the comfort of their home. This phase witnessed the launch of powerful search engines like Google, MSN and Yahoo. At this time, the marketers used traditional SEO techniques like tagging, keyword stuffing and generating backlinks to obtain high ranks on the search results pages.
In 2002, the professional social media platform, LinkedIn, was launched. This league was then followed by WordPress, MySpace, Gmail, Facebook, YouTube and Twitter for the next few years. You will be surprised to know that the search engine traffic grew to 6.4 billion in a single month in the year 2006. During this period, Blackberry introduced the first true modern smartphone in 2003 which supported web browsing and email. Smartphones rapidly entered and grew in the mass market until the release of iPhone in 2007. People could now use social media applications and browse websites from their smartphones. This is when businesses realized the need of utilizing social media channels for marketing as they could reach wider audience.
The number of smartphone users surpassed the number of PC users in the year 2014. The use of Social Media Ads in marketing for promoting products and services is consistently evolving since then.
The introduction of “Cookies” was another imperative turning point in the digital marketing industry that enabled us to track and record user behavior. Its use has changed throughout the years and cookies today are coded to offer marketers a combination of ways to deal with the recorded client information. All this data stored as digital information kept growing since the introduction and growth of the Internet, and hence, started to be called as “Big Data”. Developments in data storage technologies made big data an unparalleled resource for the marketing industry.
The marketing tactics shifted as people started sharing more personal information on the internet. Big Data Analytics helped the businesses to track and understand user behavior which gave rise to data-driven marketing strategies. The role of Big Data in the marketing industry is only set to increase.
To conclude, while the web has changed everything, it is crucial to understand that the traditional marketing and advertising tactics are still important in the business world. Regardless of the developments in the Digital environment, Television still takes a major portion of advertisement spend in the US and keeps progressing, yet at a slower rate. Incorporating advanced digital trends does not mean disposing of traditional marketing techniques. We must utilize all the opportunities meticulously by integrating both online and offline channels to promote and advertise. We must give importance to transparency, personalization of customer experience and Client Relationship Management (CRM). No marketing effort can give the desired results without considering all the factors described above.