The digital world is constantly evolving. New tools are constantly appearing or existing ones are being improved.
Factors such as immediacy, new networks, and the possibility of increasingly exhaustive measurement of each of the implemented strategies are included.
Digital marketing
Let's start at the beginning: the definition of Digital Marketing and a brief history of its evolution. Then, we will define what Digital Marketing is for and we will finish by explaining how companies can get the most out of it.
Let's go!
What is Digital Marketing?
Phillip Kotler , known worldwide as the father of modern marketing and the leading expert in the strategic practice of marketing, defined Digital Marketing as follows:
Digital Marketing is a set of activities that a company or person carries out on the Internet with the aim of attracting new business and developing a brand identity.
Phillip Kotler
Phillip Kotler Digital Marketing
Digital marketing primarily helps to promote brand visibility and awareness and to increase sales, but it can be used for multiple purposes through the numerous online marketing techniques.
As we mentioned earlier, the concept of Digital Marketing does not remain static ; the practice of this discipline is constantly evolving. In addition, in recent years, digital marketing tools and platforms have not stopped growing.
What is the history of Digital Marketing?
The concept or definition of digital marketing was first used in the 1990s . It was at the dawn of the Internet that the term digital marketing was created.
During the 2000s and 2010s, with the evolution of technology and the emergence of new social and mobile tools, the concept of Digital Marketing began to expand in an unstoppable way. It stopped being used only for the purpose of advertising to clients, and added the objective of creating experiences that included users .
Philip Kotler divides Digital Marketing into three eras, which clearly explain its evolution:
Web 1.0 Marketing
Web 2.0 Marketing
Web 3.0 Marketing
Web 4.0 Marketing
Web 1.0
In the 1990s, the first version of the Internet, called Web 1.0 , arrived . This version of the Internet did not allow users to interact with web pages in an active way; it only allowed them to find information in a simple search system. Users accessed the content passively.
It was still quite similar to traditional marketing : the communication was one-sided, carried out by the company, and the consumer passively received the content without any interaction of any kind occurring between the two parties.
When the first clickable ads appeared, internet users began to interact more with companies advertising on the web. However, it wasn't until the 2000s that digital marketing transformed into something more as we know it today.
The biggest feature of the Web 1.0 era is the impossibility of communication and user exposure . Only companies had control over what was published about them.
Web 2.0
With Web 2.0 came the possibility of sharing information easily, simply and quickly thanks to the emergence of social networks and the rapid evolution of ICT (Information and Communication Technologies) that allow the almost instantaneous exchange of videos, images, etc.
During the Web 2.0 era, the Internet was no longer used ex brazil telegram clusively as a means of searching for information, but rather began to become a community, where users constantly establish relationships with other users from different countries around the world.
In this era, communication began to be more democratic, and all participating users became producers of important content on the Internet.
From this point on, users can interact with each other and also with the content available on the Internet . The increase in the number of Internet users has led to this change, which continues to grow to this day.
Web 3.0
In the Web 3.0 stage we introduced the concept of the semantic web, the aim being to adapt navigation to the user's tastes.
Web 3.0 not only allows for conversation and interaction between users, it also allows for proactive action and helps users to make a more personalized navigation. Due to the huge avalanche of information, it tries to provide the user with the most personal experiences.
This era takes place thanks to the constant technological evolution, which allows the application of new languages, new search and storage techniques.
The union between content standardization and artificial intelligence allows us to obtain this reliable information. It is about making machines responsible for searching and discovering information for us.
When we access a website and receive advertising based on previous browsing actions and experiences , or the news that appears is related to our interests, this is when we can most observe these changes.
Web 3.0 takes into account our tastes, preferences, habits and even the context. But in contrast to all the benefits and improvements in navigation that it has brought with it, we find the negative factor that our privacy is stored, with all the controversy that this has brought with it and the need to apply a data protection law for all Internet users.
Web 4.0
Web 4.0 proposes a new model of interaction with the user that is more complete and personalized , offering specific and personalized solutions to the needs of the user.
It is a much more active website and works like a virtual assistant with artificial intelligence. Current virtual assistants understand language and are based on previous actions, preferences, and other factors specific to the user.
Web 4.0 in digital marketing
On the other hand, Web 4.0 is much more interactive. The vast amount of information thanks to big data , machine learning and the improvement of current assistants allow for maximum customization and optimization of tasks.
Web 4.0 is a necessary integration layer for the exploitation of the Semantic Web and its enormous possibilities. It is a new Internet model that was born with the aim of improving the Web 3.0 era, adapting in real time to the rapid evolution of ICT today.
The Web 4.0 era has changed the way companies innovate. In the virtual realm, actions are much more active and personalized with users.
What is Digital Marketing for?
Traditional Marketing approaches the customer in a direct and intrusive way. On the other hand, Digital Marketing connects with Internet users through quality and valuable content with the aim of making the product or service perceived by the consumer.
Let's see what Digital Marketing is for:
Capturing potential clients
Increase in sales
