Digital marketing
Digital marketing is the component of marketing that uses the Internet and online
based digital technologies such as desktop computers, mobile phones and other
digital media and platforms to promote products and services. Its development
during the 1990s and 2000s changed the way brands and businesses use technology
for marketing. As digital platforms became increasingly incorporated into marketing
plans and everyday life, and as people increasingly use digital devices instead of
visiting physical shops, digital marketing campaigns have become prevalent,
employing combinations of search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation,
campaign marketing, data-driven marketing, e-commerce marketing, social media
marketing, social media optimization, e-mail direct marketing, display advertising,
e–books, and optical disks and games have become commonplace. Digital marketing
extends to non-Internet channels that provide digital media, such as television,
mobile phones (SMS and MMS), callback, and on-hold mobile ring tones. The
extension to non-Internet channels differentiates digital marketing from online
advertising.
The development of digital marketing is inseparable from technology development.
One of the first key events happened in 1971, when Ray Tomlinson sent the first
email, and his technology set the platform to allow people to send and receive files
through different machines. However, the more recognizable period as being the
start of Digital Marketing is 1990 as this was where the Archie search engine was
created as an index for FTP sites. In the 1980s, the storage capacity of computers
was already big enough to store huge volumes of customer information. Companies
started choosing online techniques, such as database marketing, rather than limited
list broker. These kinds of databases allowed companies to track customers'
information more effectively, thus transforming the relationship between buyer and
seller. However, the manual process was not as efficient.
In the 1990s, the term Digital Marketing was first coined, With the debut of
server/client architecture and the popularity of personal computers, the Customer
Relationship Management (CRM) applications became a significant factor in
marketing technology. Fierce competition forced vendors to include more service
, into their software, for example, marketing, sales and service applications.
Marketers were also able to own huge online customer data by eCRM software after
the Internet was born. Companies could update the data of customer needs and
obtain the priorities of their experience. This led to the first clickable banner ad
being going live in 1994, which was the "You Will" campaign by AT&T and over the
first four months of it going live, 44% of all people who saw it clicked on thIn the
2000s, with increasing numbers of Internet users and the birth of iPhone, customers
began searching products and making decisions about their needs online first,
instead of consulting a salesperson, which created a new problem for the marketing
department of a company. In addition, a survey in 2000 in the United Kingdom found
that most retailers had not registered their own domain address. These problems
encouraged marketers to find new ways to integrate digital technology into market
development.
In 2007, marketing automation was developed as a response to the ever evolving
marketing climate. Marketing automation is the process by which software is used to
automate conventional marketing processes. Marketing automation helped
companies segment customers, launch multichannel marketing campaigns, and
provide personalized information for customers, based on their specific activities. In
this way, users activity (or lack thereof) triggers a personal message that is
customized to the user in their preferred platform. However, despite the benefits of
marketing automation many companies are struggling to adopt it to their everyday
uses correctly.
Digital marketing became more sophisticated in the 2000s and the 2010s, when the
proliferation of devices' capable of accessing digital media led to sudden growth.
Statistics produced in 2012 and 2013 showed that digital marketing was still
growing. With the development of social media in the 2000s, such as LinkedIn,
Facebook, YouTube and Twitter, consumers became highly dependent on digital
electronics in daily lives. Therefore, they expected a seamless user experience across
different channels for searching product's information. The change of customer
behavior improved the diversification of marketing technology.
Digital marketing is the component of marketing that uses the Internet and online
based digital technologies such as desktop computers, mobile phones and other
digital media and platforms to promote products and services. Its development
during the 1990s and 2000s changed the way brands and businesses use technology
for marketing. As digital platforms became increasingly incorporated into marketing
plans and everyday life, and as people increasingly use digital devices instead of
visiting physical shops, digital marketing campaigns have become prevalent,
employing combinations of search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation,
campaign marketing, data-driven marketing, e-commerce marketing, social media
marketing, social media optimization, e-mail direct marketing, display advertising,
e–books, and optical disks and games have become commonplace. Digital marketing
extends to non-Internet channels that provide digital media, such as television,
mobile phones (SMS and MMS), callback, and on-hold mobile ring tones. The
extension to non-Internet channels differentiates digital marketing from online
advertising.
The development of digital marketing is inseparable from technology development.
One of the first key events happened in 1971, when Ray Tomlinson sent the first
email, and his technology set the platform to allow people to send and receive files
through different machines. However, the more recognizable period as being the
start of Digital Marketing is 1990 as this was where the Archie search engine was
created as an index for FTP sites. In the 1980s, the storage capacity of computers
was already big enough to store huge volumes of customer information. Companies
started choosing online techniques, such as database marketing, rather than limited
list broker. These kinds of databases allowed companies to track customers'
information more effectively, thus transforming the relationship between buyer and
seller. However, the manual process was not as efficient.
In the 1990s, the term Digital Marketing was first coined, With the debut of
server/client architecture and the popularity of personal computers, the Customer
Relationship Management (CRM) applications became a significant factor in
marketing technology. Fierce competition forced vendors to include more service
, into their software, for example, marketing, sales and service applications.
Marketers were also able to own huge online customer data by eCRM software after
the Internet was born. Companies could update the data of customer needs and
obtain the priorities of their experience. This led to the first clickable banner ad
being going live in 1994, which was the "You Will" campaign by AT&T and over the
first four months of it going live, 44% of all people who saw it clicked on thIn the
2000s, with increasing numbers of Internet users and the birth of iPhone, customers
began searching products and making decisions about their needs online first,
instead of consulting a salesperson, which created a new problem for the marketing
department of a company. In addition, a survey in 2000 in the United Kingdom found
that most retailers had not registered their own domain address. These problems
encouraged marketers to find new ways to integrate digital technology into market
development.
In 2007, marketing automation was developed as a response to the ever evolving
marketing climate. Marketing automation is the process by which software is used to
automate conventional marketing processes. Marketing automation helped
companies segment customers, launch multichannel marketing campaigns, and
provide personalized information for customers, based on their specific activities. In
this way, users activity (or lack thereof) triggers a personal message that is
customized to the user in their preferred platform. However, despite the benefits of
marketing automation many companies are struggling to adopt it to their everyday
uses correctly.
Digital marketing became more sophisticated in the 2000s and the 2010s, when the
proliferation of devices' capable of accessing digital media led to sudden growth.
Statistics produced in 2012 and 2013 showed that digital marketing was still
growing. With the development of social media in the 2000s, such as LinkedIn,
Facebook, YouTube and Twitter, consumers became highly dependent on digital
electronics in daily lives. Therefore, they expected a seamless user experience across
different channels for searching product's information. The change of customer
behavior improved the diversification of marketing technology.
