Marketing has been around since the first merchant who felt the need to create some strategy to increase their sales. Enough has rained from this to fill our seas again. They say that the Babylonians were the pioneers in Marketing by transporting their goods by boat. After all, it is a small demonstration of the need for the product to be available to the consumer. We also have the Phoenicians, who positioned themselves at crossings or ports, sold what they brought from other lands and minted their own coins. On the other hand, the one who is considered the “father of marketing” is Fred E Clark, for being the first in history to write “Principles of Marketing” in 1922 as well as for being one of the founders of the American Marketing Association and its first President. During the 1950s, others like Richard M Clewett or Harper W Boyd wrote about marketing strategies and market research.
Marketing, this word was used for the first time in America. It was in 1902 at the University of Michigan Professor E.D. Jones taught a course entitled “The Distributive and Regulatory Industry in the United States,” in whose descriptive brochure the term marketing is used for the first time (Bartels, 1988)
However, it is not until almost ninety years later that a term widely used today appears. Digital marketing. Digital marketing is the application of marketing strategies carried out in digital media. E-marketing or digital marketing was born between 1990 and 1994, coinciding with the launch of “Archie”, the first search engine. In 1993, the first selectable web ad banner appeared. A year later the first electronic commercial transaction takes place in Netmarket, as well as the appearance of Yahoo! In the next two years, smaller search engines like HotBot, LookSmart and Alexa hit the market. In 1997 the first social network called SixDegrees.com came out.
1998 was a year with several advances and surprises for the public, since Google appears, Microsoft opens MSN and Yahoo! pulled out Yahoo! web search. In addition, we begin to talk about the term SEO (Search Engine Optimization), which consists of the positioning of web pages in search engines through the adaptation and optimization of these, for search engines.
Before the end of the 20th century, the concept of blogging was created. Only 5 years later there were already more than 50 million blogs. Unfortunately, for many companies, in the early 2000s, smaller search engines, as well as SixDegrees.com, disappeared.
“It is not about doing digital marketing,
it’s about marketing in a digital world “
In 2000 Google created the Analytics tool. Which offers information about the audience, behavior and much more data of your website, in order to obtain conclusions that allow you to improve your page.
By 2003 the first social networks appeared, such as LinkedIn, MySpace and Facebook.
In 2005, Google searches began to be more personalized, based on search histories, in order to improve its algorithm every day to sort the large number of available websites. That same year the YouTube platform appeared, which is currently one of the most used sites on the internet.
Between 2006 and 2008 Twitter, MySpace, the first iPhone and Chrome appeared.
By 2015, YouTube incorporates the 360 ° videos feature that would provide a complete listening experience to the user. However, they still do not work in all browsers.
As we can see through the history of this area of marketing, digital marketing is linked to the technological advancement of both hardware and software.
Digital marketing has had a rapid and constant growth in the last almost 30 years, so it should be necessary to ensure that it will continue to evolve in the same way in the future and it is necessary that we are prepared to face and adapt to the changes that occur.
From the beginnings of digital marketing to the present, more than two decades have passed, but it was the eighties that served to start the foundations of what would be the digital world we know today. The main advance in those years was a tool known to all and that is none other than the personal computer. A decade later (in the 90s) we went from landline to mobile telephony, the Internet finally saw the light and a few years later the first digital communications between companies and users began to be established, through email.
Just started this digital stage, the first websites with a .com domain began to appear, in turn causing the birth of search engines such as Yahoo, Ask and a little later Google, to provide the user with easier access to the entire environment and information that to date had been collected on the Internet.
We had not yet entered the year 2000 when the world of SEO came onto the scene. The websites were already able to position themselves in the first positions of the search engines, according to optimization criteria known as design, content, usability, etc. According to the level of optimization they obtained a score, something that has been in force to this day and that is beginning to disappear, such as the famous “Google Page Rank”, in favor of another series of criteria that we will comment on later.
We are entering the 21st century and with it the first platforms that offer tools to make digital marketing more effective emerge. We are talking about the first web analytics services and the first paid advertising management systems, the most popular being those provided by Google.
The digital world is transformed with the arrival of social networks such as Facebook, LinkedIn, MySpace, in the early years of the turn of the century. This represents a before and after in the way in which communications between company and client were established to date. This, together with the opening of millions of blogs that had occurred since the beginning, meant a change in approach that was much more personalized and more directed to the real needs of the client.
Search engines had to become much more precise in ordering and classifying such amount of information and this began to be carried out taking into account the search preferences of Internet users. We continue at the beginning of the century and specifically in February 2005 YouTube was born, the most popular platform for sharing content in video format and completely free of charge. Companies soon discover the potential of the platform and soon start publishing their first advertising spots, generating greater interaction and traffic, in terms of commercial content.
We keep moving forward in time and new social platforms appear such as Twitter or Amazon, one of the most relevant electronic businesses today. The content of websites is becoming essential for companies and they realize that it is the best way to capture the user’s attention and increase conversion.
At the end of the first decade of the 21st century, Bing appeared on the scene, a new search engine and search platforms through geolocation began to emerge, the most popular being Foursquare at the time.
In the last seven years and up to the present day, technological advances are crucial to allow the integration of new formats, such as 360º virtual videos. The collaborative economy is also born, with platforms such as Bla Bla Car, Airbnb, etc.
In all this time, Internet marketing has undergone a digital transformation, aimed at improving the customer experience and always providing extra value compared to the competition. This, together with the aforementioned advance in technologies, has led to more information for the client and more resources for companies, as far as the evolution of digital marketing is concerned.
The New Marketing Development
However, it was not until the 1970s that Marketing as we know it today was born. At the beginning of capitalism, companies were concerned about how to increase their production. Once this was achieved, a new problem arose, companies had to worry about how to sell everything produced. Shortly after starting to solve this problem, they realized that the wants and needs of the consumer were key to selling. From this point the market studies arose, since it was useless to try to sell something that people did not want. It was finally at this point in history that the “marketing orientation” emerged.
Marketing as such is an inexhaustible source of resources, where after certain actions their corresponding reactions are achieved. That is, in a world where we want to sell what others sell, we will have to offer something that others do not offer. Differentiating yourself is indisputable. In order to distinguish ourselves, marketing provides a set of strategies and techniques that allow us to make our product stand out from the rest.
Birth of Digital Marketing
Marketing has advanced significantly since its inception. One of its advances was the moment in which knowledge about social behavior was merged with that already had from marketing. This was the step to look for our market niche, to begin to listen to them, to know their needs and tastes, to finally meet their expectations. But the most significant advance was undoubtedly the move from marketing to the digital world. Everything that was known about marketing was applied to digital media and they cross out! Digital Marketing was born. Although it may seem a lie to us, Digital Marketing has barely come of age, this term was used for the first time in the 90s. With the evolution of technologies and the advancement of the Online world, Digital Marketing is something more and more sophisticated and a fundamental means of accessing the consumer.
If you have a business, it is more than certain that you have been recommended to make a profile on a social network. If you are not on social networks, you do not exist. This is a fact. Today consumers move through the fantastic world of the Internet, one way or another we have to get to them. Experts say that we are now in a more personal stage of Marketing, where it focuses on the individual in a more direct way. Digital Marketing allows us to deal with consumers from you to you. Where consumers can transmit their demands and concerns directly to us and we can respond to them in the same way.
I could not say that it advances first if the technologies and with it the Digital Marketing; or it is the need for the evolution of Digital Marketing that requires technologies to advance. What is clear is that thanks to the advancement of these two great worlds, we also have the opportunity to obtain any type of information at the moment. As long as we are connected to the Internet, and we have a computer, a Tablet or a mobile; we can access everything we want with just a couple of movements.
In the digital age, small details can become something that everyone talks about and everyone shares in one way or another. That is why companies should not ignore the power of influence that a good Digital Marketing strategy can provide. The more content you generate about your brand, the more visible you will become. Your search engine positioning will greatly improve if you start generating content on websites and blogs. Consumers will know your brand if you start talking about it on social media. And who better than you to start interacting with your customers. Digital Marketing covers many fronts, all of them to help you properly manage the famous “4p” of marketing.