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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Back when computers were still large room-size machines equipped with numerous vacuum tubes, scientists began exploring ways to connect them across long distances. 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 & Bob Kahn developed an early form TCP/IP for ARPANET, which became the basis of 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 https://www.datasushi.net/how-digital-marketing-is-evolved its commercialization enabled more people to afford hardware needed 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. Archie, although not as sophisticated as modern online marketing techniques, laid the foundation for them.
Bajan Alan Emtage, the creator of Archie, was a student at McGill University in Canada. 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 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 had yet to take hold, leaving marketers confused as to how best to implement it at first. At that time, internet usage wasn’t widespread yet so experts weren’t entirely certain how best to implement digital strategies for 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.
In the early 90’s, many websites began opening up rapidly, leading to what is known as the dot com boom. 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 were able to survive this phase, as digital marketing continued to develop.
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Digital marketing’s origins are controversial, but its development is clear. 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.
In 1995, Amazon made its debut as an online bookstore and quickly rose to become one of the leading retail websites worldwide. 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 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.
In the early 1990s, computer storage capacity increased dramatically and companies began to switch from list brokers to database marketing. Infoseek emerged at this time as one of the pioneers to provide search results ranked based on relevancy.
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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.
