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What is the history of digital marketing? Digital marketing is the use of digital channels like search engines, social networks, mobile applications, email and websites, in conjunction with traditional forms such as television and radio broadcasting, to market products and services. Digital marketing stands apart from traditional forms in that it allows businesses to interact directly with customers, monitor customer trends and remain relevant and interesting in the eyes of customers.
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Back when computers were still large room-size machines equipped with numerous vacuum tubes, scientists began exploring ways to connect them across long distances. 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 led to a period of rapid growth, which saw the creation of websites, email and increased cybersociability. Unfortunately, 1997 witnessed its first speculative bubble and subsequent collapse, yet this did not deter enthusiasm or growth for the Internet.
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Archie was the first search engine to be introduced on public FTP servers in 1990. Although not as sophisticated, Archie set the groundwork for modern online marketing techniques.
Bajan Alan Emtage was a student of McGill University, Canada, when he created Archie. He was soon responsible for the half of Eastern Canada's Internet usage while working as a systems administrator on their computer networks.
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He initially kept his program a secret at McGill because it consumed too much bandwidth. However, word spread quickly via Usenet. It became an invaluable tool to find free or public domain content.
Emtage chose not to patent his software because he did not want "big oil or big pharma" to absorb the search engine industry. This decision was extremely influential and remains important today in the history of digital marketing. Many techniques that he introduced through Archie are still employed today by search engines such as Google.
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HotWired Magazine of Wired Magazine developed the first clickable ads in 1993 as part of a digital publishing experiment to generate revenue by selling space on their website to advertisers. This was similar to how a print magazine would sell advertisements to generate income.
Digital marketing had yet to take hold, leaving marketers confused as to how best to implement it at first. At that time, internet usage wasn't widespread yet so experts weren't entirely certain how best to implement digital strategies for their businesses.
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At this time, a service called DoubleClick emerged that allowed companies to measure the return on investment (ROI) for banner ad campaigns while making real-time modifications on an active campaign.
The dot-com boom began in the Browse around this site early 1990s when many websites started to appear. Many of these businesses failed because they received funding, but were unable to turn it into profit growth. Google and Yahoo were able to survive this phase, as digital marketing continued to develop.
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Though digital marketing's origins may remain controversial, its development can be observed from its inception. Intellipaat’s Digital Marketing Training will give you more insight into the Internet's role in digital marketing.
The Boston Computer Exchange was the first eCommerce website. This site, which operated over a dial-up bulletin board system allowed individuals to buy or sell computers online.
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In the 1990s, commercial Internet use saw rapid advancement. Archie search engine was developed to index FTP sites; computer storage capacity also expanded sufficiently that companies began employing databases instead of limited list brokers; this spurred on ecommerce growth.
Amazon launched as an online bookshop in 1995 and quickly became one of the most popular retail websites in the world. PayPal provided customers with a safer way to make transactions during this year; YouTube was also introduced, revolutionising marketing as we know it.
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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 initially developed Archie with an emphasis on indexing FTP sites using a data gatherer script-based data collector to search through folders and files across anonymous FTP servers for specific information. Later it was joined by Veronica for Gopher servers and Jughead as file-based search engines.
In the early 1990s, computer storage capacity increased dramatically and companies began to switch from list brokers to database marketing. Infoseek was one of the first companies to offer search results that were ranked according to relevance.
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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.
