Take a second and imagine what life would be like today without the internet. To start with, you wouldn’t be reading this article. There’d be no email. No Googling. No website to direct customers to.
So much of our daily lives depend on the internet. We rely on it for information, communication, and most importantly, it drives much of the modern economy.
Though the present day of internet marketing is high, the internet market place is still very young. Of course, there’s a good chance to remember a time before the internet. Even if we do, it’s hard to imagine a world without it now.
The history of internet marketing shows that the internet was not introduced for any advertising purposes; rather it was a medium for exchanging information. Some events lead up to the online marketing business as it is now.
This brings us to:
Unravel Facts About Online Marketing
– The First Web browser
Tim Berners-lee invented the first web browser. It later remained as NERXUS but didn't get much popularity. In 1993, the National center for supercomputing at the University of Illinois released a graphical web browser called MOSAIC. It was much easier to install and use. After this, the use of the internet begins to expand.
This also led to the initiation of business-to-customer (B2C) e-commerce; for creating ‘the first internet' the credit was given to the National Science Foundation In 1991, when the foundation opens the use of its internet for business purposes, B2C begin to gain popularity. In the next few years, online marketing begins to grow. Amazon, the leading online seller in the world, started its journey in 1995.
– The First Search Engines
W3 catalog, released in 1993, was the first search engine that allowed users to readily find sites on the web. It was followed by Altavista in 1994, which was the first web search engine to let people run natural language queries, which meant that users could simply type a question or phrase into the engine and find what they were looking for.
In 1998, Google launched its site. Using innovative algorithms to crawl through millions of web pages and rank them, Google was able to deliver faster, better results than any other search engine. Within a few years, Google took on the dominant position it enjoys today. By 2006, the Oxford dictionary added “google” as a verb, showing just how closely the English-speaking world identified Google with internet searches.
Once again, it was advertising that allowed search engines to remain free to the users. But Google’s ranking algorithm also created a new challenge for digital marketers. Now, content had to be optimized to make sure that it didn’t get lost in a sea of search results.
And as search engines made the web more accessible and brought new users online, marketers were forced to adapt to a new change in the digital environment.
By 2000, people began talking about “Web 2.0.” Rising from the ashes of the first DotCom bust, Web 2.0 sites were expected to not just deliver content, but to be interactive with its users. Comment sections began to show up on almost every site, letting users communicate with each other directly.
And as sites became more interactive and social media grew into a part of daily life, companies also had to engage more directly with their customers. Social media managers became an integral part of digital marketing as businesses needed a more personal touch to engage with the public on these new platforms.
This personal relationship between businesses and customers meant that marketers had more direct access to their audience. But it also meant that companies had to be more mindful of their relationship with the public. Widespread connectivity meant that businesses had more opportunities- and chances for PR disasters– than ever before.
– The First Internet Marketers
Considering how important the internet is now, it’s easy to forget that it’s still a relatively new invention. In fact, the first website wasn’t created until August 6, 1991. Posted by internet researcher Tim Berners-Lee, it was nothing more than an overview of how the world wide web project worked and some instructions on how to use it (you can actually still check it out here).
With the launch of the first web browsers in the early ’90s, personal internet use boomed. Marketers got in at the very beginning. In 1991, Computer Literacy, a silicon valley bookstore began selling books to local consumers over the internet. Amazon quickly ran with the idea in 1995, with the slight chance that they would sell books to people anywhere in the country, helping to create modern e-commerce.
That same year, something else that was very important to the creation of the modern internet happened. The wired magazine decided to launch a website. More importantly, they decided they would pay for it with advertising.
Included on the site was one of the first clickable banner ads. A candy-colored monstrosity from AT&T, the ad read, “Have you ever clicked your mouse here?” Next to the question was a long arrow pointing to the other side of the screen where the ad read, “You Will.”
In 1994, it was probably a little easier to convince people to click on banner ads than it is today. And they could afford to be a little less subtle. But these banner ads actually had a huge impact on the future of the internet. They meant that you didn’t need to charge users to access your site.
Which in turn meant that information on the internet could be free to users. Can you imagine a way the internet could have grown to what it is now if sites had to charge users for access? Instead, the internet was open to all and powered by advertising.
And soon, internet entrepreneurs came up with a way to make access to the rapidly-growing number of websites much easier.
Driving the rise of Web 2.0 connectivity was the fact that users were no longer tied to their PCs. The rise of the smartphone made it possible to access the web from anywhere – The internet was going mobile.
The smartphone seems like a fairly new invention. But in fact, it’s almost as old as the web itself. The first smartphone, Simon, was released by IBM in 1992. It had a lot of the features of modern smartphones, like an LCD touchscreen.
Simon actually sold close to 50,000 units. But given the relative lack of internet use at the time, the price tag of around $899 (around $1,500 today), and the fact that the Simon was the size of a brick, the device never really took off.
It wasn’t until 2007, with the release of the iPhone, that smart device use really became common. With a touchscreen that could be navigated by a finger, a huge number of apps, and a killer marketing campaign, the iPhone completely changed how we access the web. Today, around 77% of Americans now own a smartphone. And the idea of going without a smartphone fills most people with at least a little bit of anxiety.
And the rise of smartphones also meant that digital marketers could no longer ignore the mobile marketplace. Now a site without mobile optimization quickly dies as users migrate to easier-to-access sites.
The combination of social media and mobile device use does create a lot of opportunities for marketers, however. Now businesses can launch media campaigns that, driven by social media and mobile devices, can accomplish amazing things.
– The Future of Digital Marketing
In July 2012, Frito-Lay’s launched a marketing campaign titled, “Do Us A Flavour.” That month, a pop-up store opened its doors in the middle of Times Square. Customers were invited to come in and taste new flavors of Lay’s iconic potato chips, along with flavors from around the world.
That’s a pretty traditional marketing campaign, right? It’s face-to-face. Lay’s met their customers and handed out physical samples. But here’s where the “Do Us A Flavour” campaign showed us what the future of marketing might look like: inside the store was $1 million in cash.
The money would go to the winner of a contest conducted through a Facebook mobile application where customers could submit their ideas for new flavors of chips. Other users of the app could vote on their favorites, and the finalist flavors would be released in stores across the country before the winner was chosen. Lay’s Facebook audience soared as millions of users accessed the app.
Lay’s marketers hoped that the buzz around the campaign would generate a 3% rise in sales. By the time the contest ended, sales were up by four times. More importantly, Lay’s now had a new flavor to sell that they knew customers would love – Sriracha – and millions of new followers on their social media pages who would now engage with the brand every time they logged in.
It’s an example of how digital marketing can drive sales and create more personal engagement with customers that translates into real-world engagement with the product in stores.
And that might be what the future of digital marketing looks like: a combination of digital and traditional marketing where digital marketing drives customers to interact with the product in person and vice-versa.
What we can be absolutely sure of is that these days, companies simply can’t afford to ignore digital marketing if they want to stay competitive. And as the world becomes more connected, digital marketing will continue to drive innovation on the internet, just as the internet drives innovation in digital marketing.
In the future, digital marketing will be less about driving people to your site, it will be about creating “buzz” around your brand that spills over into the customer’s daily life.
So, the next time you see a banner ad, take a moment and try to appreciate it. After all, they probably won’t be around forever. And the internet simply wouldn’t be the way it is today without a little bit of digital marketing.
– Why Digital marketing
As a young kid in California, my experiences from the back seat of our car mostly alternated between: “Mom, when are we there?” and “Uh, look, McDonald's, can we go?”, whenever one of those 10-foot billboards popped up on the side of the road.
Growing up with Indian parents, the answer to both of those would, most times, be the same: “Not yet.”
Sometimes, big brands would even start a billboard war, like this one between Audi and BMW, which got quite a few laughs:
In 2015, a ton of my clients still spent hundreds of millions of dollars on billboard advertising.
Unfortunately or fortunately, it’s dead.
The reason why billboards, like the ones above, die, is perfectly illustrated in a single picture of a Volvo.
Because, frankly, the future of driving will look like this:
ot a single passenger will spend their time looking at the road.
Do me a favor, the next time you drive and are giving a friend a ride, take a peek at the passenger seat.
Just for a second.
Even now, chances are they’ll be looking at their phone.
Heck, in a world where 9% of all drivers are on the phone one way or the other (texting or calling), at any given moment during daylight hours, how can we think billboards have a future?
If not even the driver is looking at the road anymore, who’s supposed to see those advertisements?
And, that’s not even considering self-driving cars, on which both Apple and Google are working (you know it’s going to happen).
Elon Musk suggests that they’ll be here around 2020. That’s in only a few years.
That means you don’t have much time to figure out this digital marketing stuff before you can power down your old school printing press and close up shop.
The share of people spending more time using electronic devices is only going up from here.
With Americans spending 11+ hours on electronic devices, every single day, there’s not much left. That is until we spend ALL of our time in the digital world.
And, while yes, online marketing is the reason that 25-year-olds can now sit in their living room and earn 2 million dollars a year playing video games, offline marketing still has its place.
Few of the benefits of online marketing are:
– To build up a relationship with the target audience:
The online marketing has the ability to grab the attention of a target audience for any business. The internet works as an excellent platform for initiating and maintaining good communications
– To provide products, services or offer as per customer preferences
Nowadays online purchase has significantly increased – Day by day people are getting interested in purchasing product and getting services online because of the busy lifestyle of the present time. Through online marketing, businesses can provide customer easy access to the information about their goods and services according to their preferences or choices