Digital marketing first appeared as a term in the 1990s but, as mentioned above, it was a very different world then. Web 1.0 was primarily static content with very little interaction and no real communities. The first banner advertising started in 1993 and the first web crawler (called Webcrawler) was created in 1994 – this was the beginning of search engine optimization (SEO) as we know it. This may not seem a deep and distant past but when we consider that this was four years before Google launched, over 10 years before YouTube, and that social media was not even a dream at this point, it shows just how far we have come in a short time.
Once Google started to
grow at pace and Blogger was launched in 1999 the modern internet age began.
Blackberry, a brand not connected with innovation any more, launched mobile
e-mail and MySpace appeared. MySpace was the true beginning of social media as
we define it today, but it was not as successful as it could have been from a
user experience perspective and ultimately that is what led to its downfall.
Google’s introduction of Adwords was their real platform for growth and remains
a key revenue stream for them to this day. Their innovation, simple interface
and accurate
algorithms continue to
remain unchallenged (although Bing have been making some good steps forward in
recent years). Cookies have been a key development and also a bone of
contention over recent years with new regulation
and ongoing privacy
debates. Whilst cookies have played a role in the ongoing privacy concerns of
digital technology, they have also been a key development in delivering
relevant content and therefore personalizing user experience.
coined. Whilst these
buzzwords can inspire us and open our eyes to new ways of thinking they rarely
change the underpinning strategic planning of an effective marketing-led
organization.
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