A brief about the slow evolution of digital marketing
A brief history of Digital Marketing
The 1980s was a time when digital marketing started to inscribe its mark. During this time innovations were taking place, computers started storing consumers’ information. IBM released the first personal computer in the year 1981 and the storing capacity of computers increased to 100 MB within 1989. During this phase businesses were realizing the importance of nurturing relationships with customers rather than just promoting products. Thus, businesses began to maintain customers’ and prospects’ records.
With ACT, the customer management company launching the database marketing software for the first time in history, things started to become much more smooth. Now, database marketing models containing many features such as sales channel automation, contact strategy optimization, marketing analytics, marketing resource management began to come to the scene.
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Evolving Phase Of Digital Marketing
The 90s saw the emergence of CRM tools. This can be defined as software that tracked interactions between the current as well as potential future customers. The late 1990s were marked by CRM being upgraded at a massive scale. 1998 was the year when Google appeared. The most popular web-based search engine at the current time.
Now, with the internet coming into the picture the emergence of eCRM vendors can be noticed. All these made the storage of a huge volume of customer data online possible. The focus was being given on the customer experience. In the meantime, businesses started facing challenges. Since heaps of data got generated companies started becoming confused regarding the management of all these data. This is when Salesforce.com the first SaaS company emerged. They were the harbinger of ‘cloud computing’, a central part of marketing technology.
In mid-2000 customers started showing a change in their behavior. Users were researching a product or service before making a purchase. This change left the marketers confused as they could not understand the behavior of the consumers. This is when marketing automation came as a way of solving this challenge. Companies such as Marketo, Pardot, Act were the pathfinder to this.
Marketing automation was trying to adapt to this change when it faced another challenge i.e the dominance of social media as a marketing outlet. Although social media dates back to the 1970s, it got its prevalence in 2000. Since then it is playing a very important role in digital marketing. However, this challenge was overcome by new software companies.
Digital Marketing Now
Now, the word tech-savvy is not enough to describe the importance of technology. This era is marked by users becoming tech-dependent, which is operating the marketing scenario. As the days are passing by the digital expectations of the consumers are on the rising. Numerous companies are sprawling up every day in an attempt to provide digital marketing solutions. This technique of marketing is not only benefiting businesses but has also emerged as a very good career opportunity.