It includes the coordination of four elements called the 4 P's of marketing:
One of the key points in the start of was inwhere Ray Tomlinson sent the very first email and his technology set the platform to allow people to send and receive files through different machines .
However, the more recognisable period as being the start of Digital Marketing is as this was where the Archie search engine was created as an index for FTP sites. In the s, the storage capacity of computer was already big enough to store huge volumes of customer information.
Companies started choosing online techniques, such as database marketingrather than limited list broker. However, the manual process was not so efficient. In the s, the term Digital Marketing was first coined, . Marketers were also able to own huge online customer data by eCRM software after the Internet was born.
Companies could update the data of customer needs and obtain the priorities of their experience. In the s, with more and more Internet users and the birth of iPhonecustomers started searching products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the marketing department of a company.
In addition, a survey in in the United Kingdom found that most retailers had not registered their own domain address. Inthe concept of marketing automation was raised to solve the problem above.
Marketing automation helped companies segment customers, launch multichannel marketing campaigns and provide personalized information for customers. However, the speed of its adaptability to consumer devices was not fast enough.
Digital marketing became more sophisticated in the s and the s, when   the proliferation of devices' capable of accessing digital media led to sudden growth. Therefore, they expected a seamless user experience across different channels for searching product's information.
The change of customer behavior improved the diversification of marketing technology. The term digital marketing has grown in popularity over time.
In the USA online marketing is still a popular term. In Italy, digital marketing is referred to as web marketing. Worldwide digital marketing has become the most common term, especially after the year Online communities and social networks allow individuals to easily create content and publicly publish their opinions, experiences, and thoughts and feelings about many topics and products, hyper-accelerating the diffusion of information.
Retailers are increasingly focusing on their online presence, including online shops that operate alongside existing store-based outlets. The "endless aisle" within the retail space can lead consumers to purchase products online that fit their needs while retailers do not have to carry the inventory within the physical location of the store.
Solely Internet-based retailers are also entering the market; some are establishing corresponding store-based outlets to provide personal services, professional help, and tangible experiences with their products. Research suggests that customers spend more than double when purchasing through an omni-channel retailer as opposed to a single-channel retailer, and are often more loyal.
This could be due to the ease of purchase and the wider availability of products. Online customer research into products is particularly popular for higher-priced items as well as consumable goods like groceries and makeup.
Consumers are increasingly using the Internet to look up product information, compare prices, and search for deals and promotions. The use of social media interaction allows brands to receive both positive and negative feedback from their customers as well as determining what media platforms work well for them.
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