Digital Marketing: History, Impact and Success Tips

COVID-19 has upended the world of business. With many governments ordering lockdowns and people preferring to stay indoors, organizations are looking at new ways to get back to their growth trajectory. Most are leveraging digital marketing to reach out to their audience and engage with them in a safe and secure way.

Considering the situation, let’s look at the evolution of digital marketing and the new trends that is shaping the way brands engage with their audience.

According to Statista,  digital ad spending worldwide amounted to $325 billion in 2019. After a drop in 2020 due to the COVID-19 pandemic, it has grown to $389 billion in 2021. And experts believe the trend will continue as more and more businesses digitalize their operations and realize the benefits of promoting their brand online.

Digital marketing is expected to surpass traditional marketing as it offers many advantages such as direct engagement with the audience, measurability of performance and deeper understanding of buyer needs. So, whether you’re a B2B or a B2C business, reaching and engaging your audience online is the future.

The history of digital marketing goes back to 1990. The first clickable ad banner on websites started in 1993. In 1994, Yahoo was launched. The year also witnessed the first e-commerce transaction being done. With the success of Yahoo, many search engines like Alexa, HotBot and LookSmart started. In 1997, sixdegrees.com, the first social media platform was launched.

The launch of Google in 1998 gave major impetus to the growth of online marketing or web-marketing as it was called those days. But the internet bubble of 2000 wiped out many online service providers. Things started to gather momentum again in 2002 with the launch of LinkedIn. The launch of WordPress in 2003 democratized website development and ownership. 2004 witnessed the launch of Facebook and Gmail and it changed social communications forever. The launch of YouTube in 2005 brought a revolution in video consumption.

Key landmark events in the history of digital marketing were the launch of the iPhone in 2007 and the Apple App Store in 2008. It changed the way people use mobile phones. Soon there’s an app for everything. Meanwhile, Google kept launching new features and experiences in its search engine and introduced Google Ads to help companies market their products to an online audience. Google also launched its own mobile operating system Android which led to the democratization of smartphones.

Today, Facebook is the biggest social network globally with roughly 2.8 billion monthly active users. Google is processing over 63,000 search queries every second. Online users are rapidly growing with more people using smartphones and easy access to the internet. There’s a significant shift in the buying process with consumers using mobile phones for product research, online reviews, social media recommendations and placing orders online.

Gemini Consulting & Services has a dedicated digital services practice to help businesses build advanced digital marketing tools and solutions like chatbots, mobile apps, customer engagement platforms, and data analytics etc. We have partnered with leading brands and helped them creatively reach their audiences and drive sales. Contact us to know how we can assist you in driving your sales.

1. Start with a Website: A website is a must for any business. Depending on your business size and industry, you can build a website quickly. The website will not only help you promote your brand but also help you sell your products. If you’re into a retail business like groceries, food, apparel and consumer products then build an e-commerce store.
2. Build a Mobile App: A mobile app is an extension of your online identity and helps you reach your customers personally. Once your customer downloads your app on his device, you get to occupy a part of his most preferred and used device. You can then continuously engage with them through app notifications and alerts, inform them about your products and services and motivate them to buy.
3. Use Social Media: Content including blogs, videos, infographics and eBooks etc., is the king of digital marketing. Create relevant and helpful content that informs, persuades and influences your customers to buy your product. Get active on social media, Facebook, Snapchat, Twitter and Instagram etc., and engage with your target audience using the content.
4. Data Analytics: This is a data-driven world. Websites and apps help you collect data that can provide valuable insights on your customers- their preferences, needs and wants. You can use it to segment your audience, create buyer personas, personalize their experiences and recommend products/services of their interest.
5. Go Physical + Digital: Online retailers are eating into the business of physical retailers. To counter it, physical retailers can go online and build a connection with the digital world. From digital coupons, online ads to BOPIS (Buy Online, Pick Up in Store) there are many ways to reach out to your online customers and attract them to stores.