INTRODUCTION TO DIGITAL MARKETING
Digital marketing first appeared as a term in the 1990s but, as mentioned above, it was 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 (Kings north, 2016).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 email and My Space 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 Ad words was their real platform for growth and remains a key revenue stream for them to this day. Their innovation, simple interface and accurate 6 algorithms continue to remain. Cookies have been a key development in delivering relevant comments and therefore personalizing user experience. “One of the technologies which really brought information revolution in the society is Internet Technology and is rightly regarded as the third wave of revolution after agricultural and industrial revolution” (Gangeshwer, 2013).
CONCEPT OF DIGITAL MARKETING
Digital marketing means the use of digital channels to market products and services in
order to reach customers. Digital marketing is often confused with online marketing. Digital
marketing is the process of promoting a brand, service or product on the internet. Digital
marketing differs from traditional marketing in that it involves the use of online channels and
methods that enable businesses and organizations to monitor the success of their marketing
campaigns, often in real time, to better understand what does and doesn’t work. The most
common form of digital marketing is the website of the organization and the epicenter of all
its online activities. In order to drive qualified traffic to a website, or encourage repeat
visitors and sales, savvy marketers include a combination of email marketing, search engine
optimization (SEO), pay-per-click (PPC) advertising and social media in their strategy.
The first approaches to digital marketing defined it as a projection of conventional
marketing, its tool and strategies, on Internet (Otero and Rolan, 2016). Satya (2015) defined it
as ‘online marketing’, ‘web marketing’ or ‘internet marketing’. The term digital marketing
became popular overtime, especially in certain countries. In the USA online marketing is still
prevalent, in Italy is referred as web marketing but, in the UK, and worldwide, digital
marketing has become the most common term, especially after the year 2013. Digital
marketing is an umbrella term for the marketing of products or services using digital
technologies, mostly on the Internet, but also including mobile phones, display advertising
and any other digital terms.
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