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What is the history of digital marketing? Digital marketing refers to using digital channels such as search engines, social media channels, mobile applications, emails and websites in conjunction with traditional forms like television and radio broadcasting to market products or 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 switched to this system officially on January 1, 1983, marking the official introduction of modern Internet.
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In the decades that followed, the Internet thrived as its commercialization allowed more people to afford the hardware required to access it. This created a period of rapid expansion which resulted in the formation of websites, email services, and intensified forms of 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. While working as systems administrator on their computer network, he soon was responsible for half of Eastern Canada's Internet traffic.
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As it ate up too much bandwidth, he initially kept his program under wraps at McGill but word quickly spread via Usenet and became an invaluable tool for finding free or public domain information.
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. 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.
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. The Internet was an enormous factor in shaping digital marketing; take advantage of Intellipaat's Digital Marketing Training for further insight.
The Boston Computer Exchange was the first 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. The Archie search engine indexes FTP sites. Computer storage capacity has also increased to the point that companies now use databases instead of list brokers. This spurred on ecommerce.
In 1995, Amazon made its debut as an online bookstore and quickly rose to become one of the leading retail websites worldwide. PayPal made it easier for customers to conduct transactions in this year. YouTube revolutionised marketing.
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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 https://forum.singaporeexpats.com/memberlist.php?mode=viewprofile&u=640068 folders across anonymous FTP server for specific information. Later it was joined by Veronica for Gopher servers and Jughead as file-based search engines.
Early 1990s saw computers' storage capacities increasing significantly and companies switching away from limited list brokering tactics in favor of database marketing strategies. 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.