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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 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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Back when computers were still large room-size machines equipped with numerous vacuum tubes, scientists began exploring ways to connect them across long distances. 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 officially switched over to this system on January 1st 1983, marking its official introduction into modern existence as the 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 first search engine to be introduced on public FTP servers 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. While working as systems administrator on their computer network, he soon was responsible for half of Eastern Canada's Internet traffic.
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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 techniques that he introduced through Archie are still employed today by search engines such as 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 was still a new concept, and marketers were unsure of how to begin. 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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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.
The dot-com boom began in the early 1990s when many websites started to appear. At this time, new companies received funding but could not convert it to profit growth resulting in many of these businesses failing. Google and Yahoo survived this phase as digital marketing developed further.
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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 use saw rapid advancement. The Archie search engine indexes FTP sites. Computer storage capacity has also increased to the point that companies now use databases instead of list brokers. This spurred on ecommerce.
Amazon launched as an online bookshop in 1995 and quickly became one of the most popular retail websites in the world. PayPal made it easier for customers to conduct transactions in this year. YouTube revolutionised marketing.
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In the 1990s, digital marketing as we know it today was born with the development of Archie and 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.
Early 1990s saw computers' storage capacities increasing significantly and companies switching away from limited list brokering tactics in favor of database marketing strategies. 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.
