Origin of Digital Marketing

The popularity of Digital marketing is increasing now a days. The requirement for doing this is a good internet connection and digital technologies like desktop computers, mobile phones and digital media and platform. Where you can promote your product and services. The development of digital platforms and digital marketing was happened gradually from 1990s to 2000s. The percentage of people increasing as they like to shop online instead of going physically to the market.

In a world where over 170 million people use social media on a regular basis, every working professional is expected to be familiar with some extent of Digital Marketing.

In other words you can say that Digital Marketing is the medium for promotion of products over the internet or any form of electronic media. Digital Marketing uses digital platform for promoting products and services to targeted consumers and businesses.

People are consuming more digital platforms on a daily basis. Traditional marketing platforms will be of less importance over digital market .Digital Marketing has many advantages as it is more affordable than traditional marketing

The development of technology is the major factor of digital marketing it is first come in light when first e-mail send by Ray Tomlinson in 1971 But Digital Marketing word was first coined in 1990.Archie search engine as created for indexing of FTP sites. The storage capacity of computers are also big enough to store customer’s information . After origin of database marketing companies use online techniques for database marketing.These databases allowed companies to track customer’s information more effectively and transforming the relationship between buyer and seller.Because the manual process was not as effective as digital process. The popularity of computers, the Customer Relationship Management (CRM) applications became a main factor in marketing technology.. Marketers were also able to own wide range of online customer data by eCRM software after the Internet was developed.

First clickable banner went live in 1993, then Hot Wired purchased a few banner ads for their advertising. This marked the beginning of the transition to the digital era of traditional marketing.In the year 1994 new technologies enter the digital marketplace and the same year search engine Yahoo was launched.
It is known as “Jerry’s Guide to the World Wide Web” after the name of its founder Jerry Yang, Yahoo received close to 1 million hits within its first year. This stimulate changes in the digital marketing space, with companies optimizing their websites to pull in higher search engine rankings. In 1996 more search engines and tools was launched like HotBot, LookSmart, and Alexa.

In 1998 Google come in existence. Microsoft launched the new search engine MSN and Yahoo brought to the market Yahoo web search. Two years later of this the internet bubble burst and all the smaller search engines were either left behind or wiped out leaving more space for the giants in the business. The digital marketing world saw its first upsurge in 2006 when search engine traffic was reported to have grown to about 6.4 billion in a single month. Microsoft put MSN on suspended and launched Live Search to compete with Google and Yahoo.

Due to increase in popularity of Internet users and Apple company launched iPhone, consumers began searching products and making decisions about their requirements online first instead of consulting a salesperson. In 2000 survey in the United Kingdom found that most retailers had not registered their own domain address. All these problems encouraged to find new ways to integrate digital technology for market development.

Marketing automation was comes first in light in 2007. Marketing automation is the process in which software is used to automate conventional marketing processes. Marketing automation helped companies to target customers, launch multichannel marketing campaigns, and provide personalized information for customers. However, the speed of its adaptability to consumer devices was not fast yet.

Digital marketing became flagling in the 2000s and 2010s when the new generation of devices became more capable of accessing digital media led to sudden growth. In 2012 and 2013 digital marketing was still growing with the development of social media such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on digital electronics in daily basis and they expected a seamless user experience across different platforms for searching product’s information. The change of customer behavior raised the diversification of marketing technology.

When Web 2.0 came, then people became more active participants rather than remain passive users. The Web 2.0 allowed users to interact with other users and businesses. Labels like ‘super information highway’ began to be applied to the internet. As a result, information flow volumes –including channels utilized by digital marketers- increased manifold, and by 2004, internet advertising and marketing in the US alone brought in around $2.9 billion.

Now, social networking sites began to appear. MySpace was the first social networking site to arrive and then followed by Facebook. Many companies realized that these new sites that were popping up were beginning to open new doors of opportunities to market their products and brands. It opened fresh avenues for business and signaled the beginning of a new approach to business. With new resources, they needed new access to promote their brands & capitalize on the social media networking platform.

The cookie was another important milestone in the digital marketing industry. Advertisers had begun to look for other ways to capitalize on the neophyte technology.Such technique was to track common browsing habits and usage patterns of frequent users of the internet so as to tailor promotions and marketing collateral to their tastes. The first cookie was designed to record user-habits. The use of the cookie has changed over the years, and cookies today are coded to offer marketers a variety of ways to collect literal user data.

Source : Simplilearn.com and en.wikipedia.org/wiki/Digital_Marketing

Note : This article is the part of an assignment of Digital Deepak Internship Program.

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