What is the History of Digital Marketing? Digital marketing refers to using digital channels such as search engines, social media channels, mobile applications, emails and websites in conjunction with traditional forms like television and radio broadcasting to market products or services. Digital marketing stands apart from traditional forms in that it allows businesses to interact directly with customers, monitor customer trends and remain relevant and interesting in the eyes of customers.
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Scientists began exploring ways to link computers across long distances when they were still large machines with many vacuum tubes. Leonard Kleinrock successfully linked a computer at UCLA with one at Stanford using packet switching – breaking data down into smaller chunks before sending across multiple channels before being reassembled when arriving at its destination.
Vint Cerf & Bob Kahn developed an early form TCP/IP for ARPANET, which became the basis of modern Internet. ARPANET officially switched over to this system on January 1st 1983, marking its official introduction into modern existence as the Internet.
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Over the following decades, the Internet continued to thrive as its commercialization enabled more people to afford hardware needed to access it. This led to a period of rapid growth, which saw the creation of websites, email and increased cybersociability. Sadly, 1997 saw the first speculative boom and subsequent collapse. However, this did not stop enthusiasm or growth of the Internet.
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Archie was the original search engine introduced to public FTP servers back in 1990. Although not as sophisticated, Archie set the groundwork for modern online marketing techniques.
Bajan Alan Emtage was a student of McGill University, Canada, when he created Archie. He was soon responsible for the half of Eastern Canada's Internet usage while working as a systems administrator on their computer networks.
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As it ate up too much bandwidth, he initially kept his program under wraps at McGill but word quickly spread via Usenet and became an invaluable tool for finding free or public domain information.
Emtage chose not to patent his software because he did not want "big oil or big pharma" to absorb the search engine industry. This decision was extremely influential and remains important today in the history of digital marketing. Many of the techniques he introduced via Archie are still used today by search engines like Google.
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HotWired Magazine of Wired magazine developed the first clickable banners in 1993 as part of an experiment in digital publishing to generate revenue through selling space on its website to advertisers, just like a traditional print magazine would sell ads to generate income.
Digital marketing had yet to take hold, leaving marketers confused as to how best to implement it at first. At that time, internet usage wasn't widespread yet so experts weren't entirely certain how best to implement digital strategies for their businesses.
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DoubleClick was launched at this time. It allowed companies to measure their return on investment for banner ad campaign while making real-time changes on an active campaign.
In the early 90's, many websites began opening up rapidly, leading to what is known as the dot com boom. Many of these businesses failed because they received funding, but were unable to turn it into profit growth. Google and Yahoo were able to survive this phase, as digital marketing continued to develop.
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Though digital marketing's origins may remain controversial, its development can be observed from its inception. The Internet was an enormous factor in shaping digital marketing; take advantage of Intellipaat's Digital Marketing Training for further insight.
In 1982, the Boston Computer Exchange became the inaugural eCommerce website. Operating over dial up bulletin board system, this site allowed Click for more individuals to buy and sell computers online marketplace.
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In the 1990s commercial Internet usage grew rapidly. Archie search engine was developed to index FTP sites; computer storage capacity also expanded sufficiently that companies began employing databases instead of limited list brokers; this spurred on ecommerce growth.
In 1995, Amazon made its debut as an online bookstore and quickly rose to become one of the leading retail websites worldwide. PayPal made it easier for customers to conduct transactions in this year. YouTube revolutionised marketing.
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Digital marketing as it exists today first emerged during the 1990s with the development of Archie as well as clickable web banner ads.
Alan Emtage initially developed Archie with an emphasis on indexing FTP sites using a data gatherer script-based data collector to search through folders and files across anonymous FTP servers for specific information. Later, Veronica was added for Gopher servers. Jughead was also introduced as a file-based search engine.
In the early 1990s, computer storage capacity increased dramatically and companies began to switch from list brokers to database marketing. Infoseek was one of the first companies to offer search results that were ranked according to relevance.
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In 1997, Ask Jeeves launched its question-and answer feature with its iconic Jeeves The Butler logo. It was an innovative search engine that used natural language rather than keywords. Other search engines like Yahoo, Google, and Excite adopted this approach.
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