How The World Gets Marketly Digitised
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 e-CRM 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 companies 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.[19] 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.
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