Over the past three decades, marketing has had to keep up and contend with leaps in technology and our relation to it ever since. While the Sales Era witnessed the invention of the telephone, swiftly followed by the rise of television and the Digital Marketing Department Era.
The industry evolution of the Marketing Company Era saw arguably the biggest change in the history of marketing: the first commercially available personal computers.
But what do these developments mean for the future of marketing? New Digital Skills found that marketing professionals were unsure of their future and believed that digital marketing will be critical to their organization over the next two years.
THE ADVENT OF THE INTERNET
The mass adoption of the internet into everyday life is the single biggest event that has affected marketing over the last three decades. Although early desktop publishing software in the first PCs caused a surge in print marketing in the 1980s, the computers were little more than a glorified typewriter launched by Tim Berners Lee team in the year 1991.
As users increased the landscape evolved, from mail to search engines like Yahoo and Google in the early 90s. Also, e-commerce like Amazon and eBay. Email became the outbound marketing tool joining traditional marketing tools like TV, radio, print advertisements, and telephone sales. While the new search engines cataloged the new websites and allowed the users to have the information about the product and services.
Marketers used the SEO techniques of keywords and backlinks stuff to generate high rankings. RAZORFISH is the one successful company at a time renowned for its aggressive marketing techniques. Razorfish was a key player in early SEO, as well as a pioneer of the “server push” possibilities of the Netscape browser.
BIG DATA
All this online activity was and still is stored in digital information. As a study, digital information was the most rapidly growing type of unique information produced, with most text-based information “born digital”. This information is also known as Big Data.
After the early hype of the internet, the dot-com bubble burst in 2001, and marketing tactics shifted. The introduction of social media sites LinkedIn, Myspace, Facebook, and Twitter made this all more possible as internet users started sharing more and more personal data online.
Also read: Best Digital Marketing Tools
Big data has made it possible to track the patterns of human behavior playing its marketing role set to increase. Data-driven marketing gathered enough momentum that a number of companies have got up that specialize in harnessing the technology, such as Domo, Oracle, and Optimove.
SMARTPHONES
Where would we be without smartphones and tablets…Yes, the new devices have taken over the marketing departments over the decade and are still catching up. Today smartphones have overtaken the personal computer as a personal digital device.
With a rapid increase in the proportion of 4G users and a quarter of smartphone owners making no traditional calls.
The world has moved online and into our pockets. So, where do we go – A future of transparency, personalization, and agile marketing? Learn more about digital marketing with our digital marketing courses in Bangalore.
