EVOLUTION OF DIGITAL MARKETING

We can say that the evolution of digital marketing has started when IBM launches first personal computer

HERE IS THE REASON,

1980s:
             can be tracked as the beginings of digital marketing technology, when computers became       sophisticated enough to store huge volumes of customer information.

This shift in technology corresponded with a shift in mindset from pushing product to “relationship marketing,” which prioritized customer connections. Marketers abandoned their limited offline techniques like list brokering in favor of database marketing.


The digital databases of the 1980s transformed buyer-seller relationships, allowing brands to track their consumers like never before. But the process was still a manual one. The popularity of personal computers and the advent of server/client architecture at the turn of the decade paved the way for an explosive growth in revolutionary marketing technology in the

Together with Robert Shaw, the father of marketing automation, Robert Kestenbaum went on to develop several landmark database marketing solutions for BT and Barclays. Shaw incorporated new features into these database marketing models, including telephone and field sales channel automation, contact strategy optimization, campaign management, marketing resource management, and marketing analytics. 

By 1986, ACT!, a contact 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 volumes of customer contact information.

1990s:   

CustomerRelationship Management (CRM) software a system for tracking interactions with current and future customers, exploded in the 1990s.

In it’s earliest form, CRM -- then called Sales Force Automation, or SFA -- automated the features of database marketing, including interaction tracking and inventory control, providing companies with more useful customer information.

Early innovators included Brock Control Systems, Unica and Tom Siebel. Seibel left Oracle to found Siebel Systems, which became the leading SFA provider in the early 90s market.

CRM went through a massive overhaul in the late 1990s when vendors like Oracle, SAP, and Baan entered the market. This competition compelled vendors to expand their service offering to include marketing, sales and, and service applications.

In 1999, the crowded CRM landscape consolidated significantly thanks to a number of high-value acquisitions. And with the birth of the Internet, emerging eCRM vendors, which allowed marketers to support vast amounts of customer data online, maximized the competition in the landscape.

Instead of feeding information into a static database for future reference, eCRM players in the dotcom era like Broadbase and Kana, allowed marketers to continuously update customer understanding of customer needs, and prioritize their experience.

But with this advanced new technology came new challenges. Marketers found that they were data rich and information poor. They could track and store a lot of customer information. But didn’t have the support to make sense of it all.

That trend changed in 1999 with the birth of the first Software-as-a-Service (SaaS) company, Salesforce.com.

Scott Brinker, marketing technologist, co-founder, and CTO of ion interactive, inc., says that “Salesforce shifted the trajectory of software as a service offering.”

Salesforce was the first company to deliver business applications from a website, now commonly called “cloud computing.” This web-centric model served as the blueprint for the future of marketing technology.

2000s:

On March 10, 2000, the dotcom bubble hit its peak then burst the following weekend when major stockholders like Dell and Cisco sold off the majority of their stock. Many of the CRM companies that boomed in the 90s were hit hard. They either ran out of capital, liquidated completely, or were acquired by larger companies.

But the burst wasn’t all bad. It prompted SaaS leaders like PeopleSoft, Oracle, SAP, and Siebel to re-think their business models. Instead of treating the Internet as one of many channels with which to communicate with customers, they followed Salesforce.com’s lead, and began to make it a foundational aspect of their services.

In year 2002 the Internet users worldwide has increased to 558 million. In 2004 google goes public and in 2007 an iPhone was born which totaly changed the digital behaviour .

By the mid-2000s, digital behavior changed the power dynamic between buyer and seller dramatically. Users began researching products and making decisions about them online, and on their phones, before ever talking to a salesperson.

Marketers suddenly found themselves in uncharted territory.They were scrambling to track the digital body language of their prospects, and struggled to take responsibility for a larger portion of the buying cycle.

In 2007, marketing companies like Marketo, Pardot, and Act On offered a solution to this conundrum: marketing automation.

Marketing automation, which enabled marketers to launch multi-channel campaigns, segment their audiences, and serve up highly personalized content, was an attempt to get a handle on the Wild West of the Web. It was the first technology built by marketers for marketers that was rooted in digital.

But while marketing automation was an important development, it couldn’t adapt fast enough to the exponential evolution of consumer channels and devices. 

Social Media Timeline

Social media, was still in its infancy in the mid-2000s. Marketing automation did not plan for social to emerge as one of the leading marketing outlets of the 21st century.

LinkedIn founded in December 2002, Yelp launched in October 2004, Zuckerberg starts Facebook in Febuary 2004 ,Gmail launched in April 2004 YouTube founded in February 2005,  Twitter born March 2006 

By 2010, marketers had software solutions available for social, mobile, search, and analytics. But this proliferation of choices wasn’t without its consequences

by the tear 2014, the average time spend on internet by indians is nearly 4 to 5 hours dailythat is more than chinese. Around 250 milliseconds Userload time expectation in 2014

Over the past decade, consumers have transformed from being, as a, “tech-savvy to tech-dependent.” And as a result, they expect a seamless user experience from brands across every device and every digital channel. This expectation has prompted both a diversification of marketing technology and a consolidation of it.

Big fish like Adobe, Oracle, IBM, and Google have acquired hundreds of smaller technology companies in a race to become the most comprehensive solution.

Yet new marketing technology companies continue to flood the space every day, serving the younger subcategories of video, social, search, paid ads, influencer marketing, content management, and more.

so that's it with the evolution, next time i will post about the future of digital marketing..