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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In the decades that followed, the Internet thrived as its commercialization allowed more people to afford the hardware required to access it. This created a period of rapid expansion which resulted in the formation of websites, email services, and intensified forms of cybersociability. Unfortunately, 1997 witnessed its first speculative bubble and subsequent collapse, yet this did not deter enthusiasm or growth for the Internet.
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Archie was the first search engine to be introduced on public FTP servers in 1990. Although not as sophisticated, Archie set the groundwork for modern online marketing techniques.
Bajan Alan Emtage was a student of McGill University, Canada, when he created Archie. 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 made the decision not to patent his program because he didn't want "big pharma or big oil" absorbing the search engine industry, an extremely influential choice that remains significant today in digital marketing history. Many of the techniques he introduced via Archie are still used today by search engines like Google.
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HotWired Magazine of Wired magazine developed the first clickable banners in 1993 as part of an experiment in digital publishing to generate revenue through selling space on its website to advertisers, just like a traditional print magazine would sell ads to generate income.
Digital marketing was still a new concept, and marketers were unsure of how to begin. Internet usage was not widespread at the time, so experts were unsure how to implement digital strategies in 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.
The dot-com boom began in the early 1990s when many websites started to appear. Many of these businesses failed because they received funding, but were unable to turn it into profit growth. Google and Yahoo survived this phase as digital marketing developed further.
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Though digital marketing's origins may remain controversial, its development can be observed from its inception. Intellipaat’s Digital Marketing Training will give you more insight into the Internet's role in digital marketing.
In 1982, the Boston Computer Exchange became the inaugural eCommerce website. Operating over dial up bulletin board system, this site allowed individuals to buy and sell computers online marketplace.
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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.
Amazon launched as an online bookshop in 1995 and quickly became one of the most popular retail websites in the world. PayPal made it easier for customers to conduct transactions in this year. YouTube revolutionised marketing.
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Digital marketing as it exists today first emerged during the 1990s with the development of Archie as well as 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.
Early 1990s saw computers' storage capacities increasing significantly and companies switching away from limited list brokering tactics in favor of database marketing strategies. Infoseek was one of the first companies to offer search results that were ranked according to relevance.
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In 1997, Ask Jeeves launched its question-and answer feature with its iconic Jeeves The Butler logo. It was an innovative search engine that used natural language rather than keywords. Other search engines like Yahoo, Google, and Excite adopted this approach.
