Technology behind digital marketing
- The developments in technology and the evolution of marketing are interlinked.
- Technology is a bridge between the people and other people thereby moderating their choices for the products they want to purchase.
- Marketing is not at all technology. It's about people who can connect with other people.
- Some of the most common technologies used for digital marketing are listed below. These will be described in detail in the upcoming chapters.
 |
| Technology behind digital marketing |
Internet: (Browsing the Internet)
The technology evolution began with the 20th century which saw the dawn of yet another advertising era wherein the radio offering offered a completely new medium where the advertisers can reach out to their prospects.
 |
| Internet |
In the middle of the century came the television which also became a very powerful tool for advertising for the consumers' communication.
In the later part of the 20th century came the most powerful medium evolved till now i.e the internet. The story of the internet began in 1957 with the USSR�s launch of the Sputnik satellite.
Later an organization called ARPA started the ARPANET project in 1966, thus that it would allow the most powerful technical devices owned by the government, universities and research institutions across the globe to communicate with one another and thus to share valuable computing resources with each other.
 |
| Internet |
This new network grew quickly and slowly by 1971, around 15 US institutions were also connected to the project.
The number then grew to 46 in 1974 and the technological advancement slowly spread to other nodes including Hawai, London, etc.
People then realized that they can very easily and effectively connect with other people through technological advancements.
It has always been described as the killer application of internet which began in the early 1960�s and allowed the users of one mainframe computers to send simple text messages to other user�s mailbox on the same computer.
 |
In 1971, an engineer first wrote a program which enables any user to send any mail from one host computer to any other user� s mailbox on another host computer.
 |
From APRANET to INTERNET
 |
| The technology behind digital marketing |
The term internet was first discovered in 1974 by Vinton which further led to the definition of the Transmission control protocol.
The domain names were further discovered in 1983 which signaled the real birth of the internet.
By 1989 there were more than 100000 hosts connected to the internet which lead to the development of a completely new marketing strategy.
The world wide web
After the birth of the web in the early 90�s slowly the web advanced and grew at a very fast pace leading to the exposure of the information landscape to a wider audience. |
Marketing technology revolution
The beginning of digital marketing technology can be traced back to the 1980s when computers became sophisticated for storing large amounts of customer information.
This change in technology came with a change in mindset ranging from product uptake to "relationship marketing", which prioritized customer connections. Marketers quit listing broking in favor of their limited offline techniques such as database marketing.
Inspired by Robert and Kate Kestenbaum, database marketers kept an electronic database of customers, prospects and all commercial contacts.
By 1986, ACT, a liaison and customer management company, introduced the first database marketing software to the business world. It was essentially a digital Rolodex, only it could store large versions of customer contact information.
Along with Robert Shaw, the father of marketing automation, Robert Kestenbaum developed several Landmark database marketing solutions for BT and Barclays. Shaw joined new includes into these database showcasing models, including phone and field deals channel robotization, contact procedure enhancement, crusade the board, promoting asset the board, and advertising examination.
The digital database of the 1980s changed the buyer-seller relationship, allowing brands to track their consumers as before. But the process was still manual. The notoriety of PCs and the approach of decade-end server/customer designs prompted a touchy development in progressive advertising innovation during the 1990s: client relationship the board (CRM) programming.
CRM programming, a framework for following collaborations with present and future clients, detonated during the 1990s.
In its initial form, CRM - called Salesforce Automation, or SFA - automates database marketing features, including interaction tracking and inventory control, that provide companies with more useful customer information.
Early trailblazers included Brock Control Systems, Unica and Tom Siebel. Siebel left Oracle to find Siebel Systems, which became a market-leading SFA provider in the early 90s.
CRM went through a massive overhaul in the late 1990s when vendors such as Oracle, SAP, and Ban entered the market. The competition forced vendors to expand their service offering to include marketing, sales and, and service applications.
In 1999, the crowded CRM landscape grew thanks to a number of high-value acquisitions. And with the birth of the Internet, emerging ECRM vendors, which allowed marketers to support large versions of customer data online, maximum competition in the landscape.
Instead of feeding information into a static database for future reference, in the dotcom era such as Broadcom and Cana, ECRM players allowed to have a consistent understanding of customer needs in the market and prioritize their experience.
In any case, with this progressed new innovation came new difficulties. Marketers found that they were data-rich and information-poor. They could track and store a great deal of client data. But all this was not understood.
This trend changed in 1999 with the birth of the first software-as-service (SaaS) company, Salesforce.com.
Scott Brinker, promoting technologist, prime supporter, and CTO of Ion Interactive, Inc., says that "Salesforce moved the direction of the product as an administration advertising."
Salesforce was the first company to deliver business applications from a website, now called "cloud computing". This web-centric model serves as a blueprint for the future of marketing technology.
On March 10, 2000, the dotcom bubble reached its peak, then burst the following weekend when major stockholders such as Dell and Cisco sold most of their stock. In the 90s, many boom CRM companies were hit hard. They either ran out of capital, became completely liquid, or were acquired by large companies.
But bursting was not all bad. This prompted SaaS leaders such as PeopleSoft, Oracle, SAP, and Siebel to re-show their business models. Instead of dealing with the Internet as one of the many channels with which he communicated with customers, he followed Salesforce.com's leadership and began making it a fundamental aspect of his services.
By the mid-2000s, digital behavior dramatically shifted power between buyer and seller. Users started researching products and making decisions about them and their phones before talking to a vendor.
Marketers suddenly found themselves in the unchanged territory. They were flirting to track the digital body language of their prospects and were struggling to take responsibility for a large part of the buying cycle.
In 2007, marketing companies such as Marketo, Pardot and Act-On introduced a solution for this condom: marketing automation.
Marketing automation, which enabled marketers to launch multi-channel campaigns, segment their audience and serve highly personalized content, was an attempt to get a handle on the web's wild west. It was the first technology created by marketers that were rooted in digital.
But marketing automation was an important development, it could not adapt rapidly enough to the exponential growth of consumer channels and devices.
For example, social media was in its infancy in the mid-2000s. Marketing Automation did not plan to emerge as one of the leading marketing outlets of the 21st century.
Digital Marketing Lesson
Digital Marketing course Lesson #1
Digital Marketing course Lesson #2
Digital Marketing Course Lesson #3
|
0 Comments