What is the history of digital marketing? Digital marketing is the use of digital channels like search engines, social networks, mobile applications, email and websites, in conjunction with traditional forms such as television and radio broadcasting, to market products and 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 linked a UCLA computer with a Stanford computer using packet switching. Data was broken down into smaller pieces and sent across multiple channels, before being reassembled at the destination.
Vint Cerf and Bob Kahn created an early form of TCP/IP on ARPANET that became the basis for modern Internet. ARPANET officially switched over to this system on January 1st 1983, marking its official introduction into modern existence as the Internet.
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Over the following decades, the Internet continued to thrive as its commercialization enabled more people to afford hardware needed to access it. This led to a period of rapid growth, which saw the creation of websites, email and increased cybersociability. Sadly, 1997 saw the first speculative boom and subsequent collapse. However, this did not stop enthusiasm or growth of the Internet.
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Archie was the first search engine to be introduced on public FTP servers in 1990. Archie, although not as sophisticated as modern online marketing techniques, laid the foundation for them.
Bajan Alan Emtage was a student of McGill University, Canada, when he created Archie. He was soon responsible for the half of Eastern Canada's Internet usage while working as a systems administrator on their computer networks.
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He initially kept his program a secret at McGill because it consumed too much bandwidth. However, word spread quickly via Usenet. It became an invaluable tool to find free or public domain content.
Emtage chose not to patent his software because he did not want "big oil or big pharma" to absorb the search engine industry. This decision was extremely influential and remains important today in the history of digital marketing. 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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DoubleClick was launched at this time. It allowed companies to measure their return on investment for banner ad campaign while making real-time changes on an active campaign.
The dot-com boom began in the early 1990s when many websites started to appear. At this time, new companies received funding but could not convert it to profit growth resulting in many of these businesses failing. 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 use saw rapid advancement. 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 provided customers with a safer way to make transactions during this year; YouTube was also introduced, revolutionising marketing as we know it.
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In the 1990s, digital marketing as we know it today was born with the development of Archie and clickable web banner ads.
Alan Emtage initially developed Archie with an emphasis on indexing FTP sites using a data gatherer script-based data collector to search through folders and files across anonymous FTP servers for specific information. Later it was joined by Veronica for Gopher servers and Jughead as file-based search engines.
In the early 1990s, computer marketing company storage capacity increased dramatically and companies began to switch from list brokers to database marketing. Infoseek was one of the first companies to offer search results that were ranked according to relevance.
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Ask Jeeves was first launched with its question-and-answer feature featuring its iconic Jeeves the Butler logo in 1997, taking an innovative approach to search using natural language instead of keywords - which was later adopted by other search engines such as Yahoo, Google and Excite.
