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What is the History of Digital Marketing? Digital marketing is the use of digital channels like search engines, social networks, mobile applications, email and websites, in conjunction with traditional forms such as television and radio broadcasting, to market products and services. Digital marketing is different from traditional forms because it allows businesses to interact with customers directly, monitor customer trends, and remain relevant and exciting in the eyes and ears 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 and Bob Kahn created an early form of TCP/IP on ARPANET that became the basis for modern Internet. ARPANET switched to this system officially on January 1, 1983, marking the official introduction of modern Internet.
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In the decades that followed, the Internet thrived as its commercialization allowed more people to afford the hardware required to access it. This created a period of rapid expansion which resulted in the formation of websites, email services, and intensified forms of cybersociability. Unfortunately, 1997 witnessed its first speculative bubble and subsequent collapse, yet this did not deter enthusiasm or growth for the Internet.
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Archie was the original search engine introduced to public FTP servers back in 1990. Archie, although not as sophisticated as modern online marketing techniques, laid the foundation for them.
Bajan Alan Emtage, the creator of Archie, was a student at McGill University in Canada. 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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He initially kept his program a secret at McGill because it consumed too much bandwidth. However, word spread quickly via Usenet. It became an invaluable tool to find free or public domain content.
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 ads in 1993 as part of a digital publishing experiment to generate revenue by selling space on their website to advertisers. This was similar to how a print magazine would sell advertisements to generate income.
Digital marketing had yet to take hold, leaving marketers confused as to how best to implement it at first. Internet usage was not widespread at the time, so experts were unsure how to implement digital strategies in their businesses.
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At this time, a service called DoubleClick emerged that allowed companies to measure the return on investment (ROI) for banner ad campaigns while making real-time modifications 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 survived this phase as digital marketing developed further.
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Digital marketing's origins are controversial, but its development is clear. 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 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 it was joined by Veronica for Gopher servers and Jughead as file-based search engines.
In the early 1990s, computer storage capacity increased dramatically and companies began to switch from list brokers to database marketing. Infoseek emerged at this time as one of the pioneers to provide search results ranked based on relevancy.
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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.
