History of digital marketing
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.
digital marketing
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 the ad.
In 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 company’s
segment customers, launch multichannel marketing campaigns, and
provide personalized information for customers. However, the speed of its
adaptability to consumer devices was not fast enough.
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 also referred to as
'online marketing', 'internet marketing' or 'web marketing'. The term digital
marketing has grown in popularity over time. In the USA online
marketing is still a popular term. In Italy, digital marketing is
referred to as web marketing. Worldwide digital
marketing has become the most common term, especially after the year
2013.
No comments:
Post a Comment