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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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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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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 Click for source 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. 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. 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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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 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 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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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. 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 were able to survive this phase, as digital marketing continued to develop.
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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.
The Boston Computer Exchange was the first eCommerce website. This site, which operated over a dial-up bulletin board system allowed individuals to buy or sell computers online.
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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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In the 1990s, digital marketing as we know it today was born with the development of Archie and clickable web banner ads.
Alan Emtage developed Archie initially with an emphasis indexing FTP sites, using a script-based data gatherer to search through files and folders across anonymous FTP server 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 emerged at this time as one of the pioneers to provide search results ranked based on relevancy.
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Ask Jeeves was first launched with its question-and-answer feature featuring its iconic Jeeves the Butler logo in 1997, taking an innovative approach to search using natural language instead of keywords - which was later adopted by other search engines such as Yahoo, Google and Excite.
