You could go back to the 1980"s when companies started using database marketing. But the term digital marketing started popping up in the 1990"s as more people start using personal computers, and the use of CRM applications (Customer Relations Management applications) became ever more popular with companies. With the birth of the internet CRM systems allowed marketing and sales teams to store large databases of customer and, potential customers information. Helping them better understand the needs and hunger customers had for the products or services.
In the 2000's the internet was taking hold helped by the birth of the first iPhone. The internet was becoming a part of everyday life. More people were searching for information online. Researching products and services online and coming to buying decisions without ever talking to a salesperson, even with the basic websites and information that was online at the time.
It was down to the fact that consumers could learn and read about the product or services they were interested in at their own pace with no pressure and without it being forced down their throats, by pushy salesmen that need to make their sales target. The internet was changing the way consumers come to a buying decision. The days of the pushy salesmen were coming to an end.
Industries were slow to realise the fast pace the internet was changing the sales and marketing landscape.
A survey carried out in 2000 in the United Kingdom found that most retailers had not registered their own domain address.
Businesses started to take note and begun investing in there online presence and content marketing.
In 2007 marketing automation was becoming popular with savvy marketers. Automated marketing could help companies segment customers into groups and launch, marketing campaigns that were more targeted delivering personalised content specifically for each group through different digital marketing channels. To make connections with consumers interested in their products or services, building trust and brand awareness in till they were ready to buy. This is now known as a marketing funnel. Drip feeding personalised content moving them down the funnel until they are prepared to buy.
Consumers are searching for information content at a growing rate. Consumers are now researching products and services through search engines and social media to before they come to a buying decision.
Savvy marketers invested in good quality content and SEO (Search engine Optimisation) and Google Adwords. Getting there content to the top of the search results for a given search phrase or keywords. Putting their content in front of consumers that are interested in there products or services. This is known as inbound marketing (Meaning a consumer is in need or interested in a specific product or service) Inbound marketing will typically have a shorter marketing funnel as they are already interested all you need to do is build trust and close the deal.
For small ticket items or services, If you have a well-designed website, brand and content that gives the consumer confidence in your company. A good, well-positioned call to action may be all you need. (Buy Now, Contact us form, or Call Now.)
Larger ticket items are more likely to take more time to convince the consumer. Companies can offer some useful content for free in exchange for joining their email list. This is called a lead magnet.
Digital marketers were becoming smarter learning from data collected from analytics tools like google analytics.With the growth of social media the likes of Facebook, Twitter, Linkedin and YouTube, iRecommend.com to name just a thew. The ways businesses could connect and deliver content was ever growing. Companies also invested in building a good social media presence. Collecting followers through giveaways and posting useful information and news from there industry in the hope, it will be shared, and they can receive more like-minded followers. That would enter into their marketing funnel.
Social media online advertising is growing year on year. While traditional advertising on TV, Radio and the tabloids are falling year on year. Social Media advertising offers a greater opportunity to target your audience but the target audience at the time of seeing your add is not specifically looking to purchase at that time. This is known as outbound marketing.
So you need to catch there eye with a piece of content to serve as a lead magnet in exchange for them to follow you or sign up for your blog or newsletter. This is known as lead capture. So you can add them to your marketing funnel.
Once you have built trust and sold to a customer and impressed them with your product or services, staying in contact with them is essential. You are in a great position to up-sell other products and services that you offer.
On average businesses should get 70% of their business from repeat sales or recommendation. Digital marketing has made this a lot easier to stay in contact with your customers. But, remember do not oversell. Don't turn into the pushy salesperson. Consumers will not put up with this in this day and age.
Social Media is a great way to build trust in your business. It is what is called social proofing. Letting consumers know others have liked your social page. Building confidence in your brand.
iRecommend.com Allow you to collect recommendations with a click of a button from your profile page that is sent out on social media to all their friends on irecommend.com and they can also share it on facebook. Users can find all their friends recommendation on their homepage, or if they search their, friends recommendation will be at the top of the results followed by the business with the most recommendations.
Here's some research that was carried out. By Nielsen.
The most credible form of advertising comes straight from the people we know and trust. 83% of online respondents in 60 countries say they trust the recommendations of friends and family, according to the Nielsen Global Trust.
Nielsen did a study that showed 92% of people would trust a recommendation from a peer, and 70% of people will trust a recommendation from someone they don't even know.
Recommendations are being regarded as a new key measure of determining whether or not products, services and business are successful. From prior research, we know that 92% of all consumers report that a word-of-mouth recommendation is the “leading reason they buy a product or service” (Nielsen 2012).
iRecommend.com also allows businesses to add deals, voucher or voucher codes and they are shown to relevant users. This is an excellent way for companies to build trust and brand awareness and bringing new customers that you can then collect recommendations from.
Collecting reviews and recommendations from Customers is an integral part of today's digital marketing. As more and more information and content become available online, it is getting hard to know how you can trust. People are using Sites and apps like Facebook, Twitter and iRecommend.com to see what other people are saying about them.
Influencer marketing is becoming an essential part of digital marketing and is a great way to connect with your target audiences. You can reach out to bloggers in your industry. Or crucial people in your industry on social media. You can reach out to businesses which services the same customer base as you but offers none competing, services or products that can complement each other and team up to reach out to each other customer, followers and email list introducing one another and recommending each other.
Digital marketing changed the world of sales and marketing forever. In the past, only large companies could reach large audiences and build their brand all other the world. Through the traditional media, TV and radio campaigns and the adverts and campaigns were one size fits all.
But with all the modern day digital marketing methods and channels available, even small businesses with a minimal budget can put themselves in front of their target market.
Digital marketing lets businesses of all sizes sell and offer online services all over the world.
The Nielsen Global Connected Commerce Survey conducted interviews in 26 countries to observe how consumers are using the Internet to make shopping decisions in stores and online. Online shoppers are increasingly looking to purchase internationally, with over 50% in the study who purchased online in the last six months stating they bought from an overseas retailer. Nielsen (20 January 2016). "Connected Commerce is Creating Buyers Without Borders".
We wrote this article to give a very brief history and show how digital marketing has and is evolving, and changing the way businesses connect and communicate with consumers.
Businesses of all sizes can take advantage of digital marketing. We have not covered all areas of digital marketing. But you can find information about all digital marketing methods, channels on our blog. Our aim is to help people and businesses of all sizes understand and learn digital marketing.
Helping businesses understand what will work best for them and learn to implement it into their business. Or just learn so when they outsource there digital marketing they have a good understanding of how it works and if it the right fit for their business.
If you are a beginner we recommend goto out learning tab on our menu you can read about all the different digital marketing methods.