The term digital marketing was first used in the 1990s, and it was during this decade that it began to gain popularity. The digital age took off with the advent of the Internet and the development of the Web 1.0 platform, which allowed users to find the information they wanted but not share it through the web. This led marketers around the world to be unsure of the digital platform and whether their strategies would work. Digital marketing refers to the use of digital channels to market products and services in order to reach consumers.
This type of marketing involves websites, mobile devices, social media, search engines, and other similar channels. Smartphones and other digital devices now make it easier for businesses to market themselves along with their products and services to consumers. The emergence of digital marketing led to a reinvention of marketing strategies to adapt to this important change in traditional marketing. Google occupies a staggering 70% of the market share with Amazon 2nd, with 12.9% of all paid digital advertising spending given to it.
This has caused significant wear and tear on the customer base of traditional marketing agencies and departments. Companies must include a plan to generate content for the public as part of their current digital marketing strategy. This is usually done by specific marketers or professionals who may work internally (for companies) or externally with other marketing firms. Very soon, traditional marketing platforms will disappear and the digital marketplace will completely take over.
Before the Internet, during the 1950s and 1960s, marketers began collecting information (research) about the interests, habits and demographics of their customers, allowing customers to feel more involved in the buying process, which is when inbound marketing began to take shape. According to Unilever Senior Vice President of Marketing, Marc Mathieu, marketing used to be about creating a myth and selling it, and now it's about finding a truth and sharing it. This form of marketing involves the use of websites, social media, search engines, applications, anything that incorporates marketing with customer feedback or a two-way interaction between the company and the customer. The number of marketing channels continues to expand, as measurement practices increase in complexity.
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