The term digital marketing has emerged for the first time in the 1990 decade, but has roots in the mid-1980 decade, when SoftAd Group, now ChannelNet, has developed advertising campaigns for car companies: people sent in response cards from readers found in magazines and received floppy disks flexible content that contained multimedia content that promoted several free cars and test units.
In fact, in the 1980 decade, when computers became sophisticated enough to store huge volumes of customer information, the Database Marketing, which many call the first form of digital marketing that existed.
This change in technology corresponded to a change in mentality marketing traditional called marketing of relationship, which prioritized the understanding of brand connections with customers. Companies have begun to abandon their limited off-line techniques in favor of database marketing.
Pioneer database companies have maintained an electronic database of customers, prospects, and all business contacts to market in the marketplace and have used it as a competitive advantage for a long time.
At 1986, ACT !, one of these contact and customer management companies, introduced the first database marketing software for the business world. It was essentially a digital rolodex, except that it could store large volumes of customer contact information. A marketing mainly based on CRM prevailed until the end of the 90 decade.
Digital Marketing in the Internet Bubble
At 10 in March of 2000, the dotcom bubble peaked and then exploded the following weekend when major shareholders like Dell and Cisco sold most of their stock. Many of the CRM companies that grew up in the 90 years were hard hit. Either they were out of capital, completely liquidated or acquired by larger companies.
But the explosion was not bad. This has led Software-as-a-Service (SaaS) leaders such as PeopleSoft, Oracle, SAP and Siebel to rethink their business models. Instead of treating the internet as one of the many channels with which to communicate with customers, they have followed the leadership of Salesforce.com, and have begun to make it a key aspect of their services.
In the mid-2000 years, digital behavior has dramatically changed the dynamics of energy between buyer and seller. Users began researching products and making decisions about them online and on their phones before talking to a salesperson.
Companies suddenly found themselves in uncharted territory. They were struggling to track the digital body language of their customers and resisted to take responsibility for online navigation for a larger portion of the buying cycle.
O digital marketing industry has become more sophisticated in the 2000 and 2010 years, when the proliferation of devices to access digital media in almost a given time has led to great growth. Statistics produced in 2012 and 2013 showed that digital marketing was still a vast and growing field.
Digital marketing is often referred to as online marketing, internet marketing ou web marketing. The term digital marketing has grown in popularity over time, particularly in certain countries. In the US, online marketing is still prevalent. In Italy, digital marketing is called web marketing. In the UK and around the world, however, digital marketing has become the most common term, especially after the 2013 year.
Digital media growth is estimated at 4,5 trillions of online ads served annually with digital media features with growth of 48% in 2010. A growing portion of advertising by companies that employ online behavioral advertising (OBA) to tailor advertising to Internet users, but the OBA raises concern for consumer privacy and data protection.
The explosion of the digital marketing market
To meet the specific needs of the market, new highly specialized software companies began to emerge. By the end of the decade, the landscape of marketing technology multiplied. Until 2010, companies had software solutions available for social, mobile, research and analysis. But this proliferation of choices has not had its consequences.
Over the last decade, consumers have transformed from being "technological to technologically dependent" beings. And as a result, they expect a seamless user experience of brands across all devices and across all digital channels. This expectation has led to a diversification of marketing technology and a consolidation of it.
Today, companies are plagued with a paradox of choice. Despite the huge amount of solutions at their disposal, they are more perplexed than ever about the tools to be embedded in the marketing technology stack because they are important and how to organize themselves around technology to achieve meaningful results.
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