What is Digital Marketing

Digital marketing is the advertising or promotion or marketing of products or services using digital channels and technologies, primarily on the Internet, but also including display advertising, mobile phones, and any other digital medium. So, basically, digital marketing is marketing which is done in the form of machine language like in the form of 0 and 1 (binary language).

Digital marketing's evolution since the 1990s and 2000s has changed the manner businesses and brands use technology for marketing. As digital platforms are progressively integrated into advertising plans and everyday life, and as crowd uses digital devices rather than going to physical shops, digital marketing campaigns are becoming more common and adequate.

Digital marketing techniques such as SEO (search engine optimization), SEM (search engine marketing), content marketing, content automation, influencer marketing, data-driven marketing, campaign marketing, e-commerce marketing, SMM (social media marketing), SMO (social media optimization), e-mail direct marketing, e-books, display advertising, and games and optical disks are becoming more accepted in our developing technology. In fact, digital marketing today expands to non-Internet mediums that bring digital media, such as cell phones (SMS and MMS), on-hold mobile phone ringtones and callback. In essence, this expansion to non-Internet mediums or channels helps to distinguish digital marketing from online marketing, another catch-all phrase for the marketing techniques specified above, which rigorously occur online.


History of Digital Marketing

The progress of digital marketing is indivisible from technology evolution. One of the crucial points in the dawn of was in 1971, where Ray Tomlinson sent the very first e-mail and his technology make the platform to allow users to send and receive documents through other machines. However, the more noticeable era as being the start of digital marketing is 1990 as this was where the Archie (search engine) was built as an index for FTP (File Transfer Protocol) sites. In the 1980s, the storage space of computer was already huge enough to store a large amount of consumer information. Organizations started adopting online techniques, such as customers’ database marketing, rather than defined list broker. This type of databases let on companies to track consumers' information more adequately, hence transforming the relationship between seller and buyer. However, the manual operation was not so productive.

In the 1990s, the phrase Digital Marketing was first introduced. With the introduction of client/server architecture and the demand for personal computers, the CRM (Customer Relationship Management) applications turn into a significant element of marketing technology. Intense competition forced businessperson to add more service to their software applications, for example, sales, marketing and service applications. Sellers were also able to gather large online consumer data by eCRM software application after the Internet was introduced. Organizations could update the data information on consumer needs and get the priorities of their involvement and experience. This led to the very first clickable banner advertisement being going into action in 1994, which was the "You Will" campaign launched by ATandT and over the first 4 months of it going live, 44% of all users who saw it clicked on the banner ad.

In the 2000s, with a huge number of Internet users and the introduction of iPhone, users began searching goods and making decisions regarding their requirements online first, rather than consulting a sales assistant, which initiated a new issue for the marketing division of a company. Also, a study in 2000 in the UK found that maximum retailers had not booked their own domain address. These issues forced marketers to discover the digital ways for market improvement.

In 2007, the theory of marketing automation was elevated to deal with the issue above. Marketing automation assisted companies segment users, initiate multichannel marketing campaigns and give personalized information for users. However, the pace of its adaptability to user devices was not quick enough.

Digital marketing became extra sophisticated in the 2000s and the 2010s when the rapid increase in numbers of devices' capable of using digital media led to immediate growth. Data produced in 2012 and 2013 revealed that digital marketing was still flourishing. With the evolution of social media in the 2000s, such as Facebook, Twitter, YouTube, and LinkedIn, users became extremely reliant on digital electronic devices in daily lives. Consequently, they expected a smooth user experience through different channels and mediums for searching product's information. The change of user behavior enhanced the diversification of marketing and advertising technology.

Digital marketing is also referred to as 'internet marketing’, 'web marketing’ or 'online marketing'. The phrase digital marketing has grown in demand over years. In the United States, online marketing is quite a popular phrase. In Italy, it is mentioned as web marketing. Globally digital marketing has turn into the most common phrase or term, specifically after the year 2013.

Digital media rise was predicted at 4.5 trillion online ads done yearly with digital media investment at a 48% rise in 2010. A rising segment of advertising stems from companies making use of OBA (Online Behavioural Advertising) to tailor marketing and advertising for net users, but OBA hikes concern of user privacy and data protection.

  1. What is Digital Marketing