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    This document discusses the history and evolution of digital marketing and the internet. It traces the origins of the internet back to 1957 with the launch of Sputnik and the development of ARPANET in the late 1960s connecting universities and the military. By the late 1990s, the internet became a major economic force driving the dot-com boom. While the dot-com bubble burst in the early 2000s, the number of websites and internet users continued to grow rapidly. The key conclusion is that the internet is a medium for marketing just like television or print, and the fundamentals of marketing through determining customer needs and wants, promoting products and services, distributing offerings, and building customer relationships remain the same.

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    Original Title

    01 Introduction

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    This document discusses the history and evolution of digital marketing and the internet. It traces the origins of the internet back to 1957 with the launch of Sputnik and the development of ARPANET in the late 1960s connecting universities and the military. By the late 1990s, the internet became a major economic force driving the dot-com boom. While the dot-com bubble burst in the early 2000s, the number of websites and internet users continued to grow rapidly. The key conclusion is that the internet is a medium for marketing just like television or print, and the fundamentals of marketing through determining customer needs and wants, promoting products and services, distributing offerings, and building customer relationships remain the same.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    20 views26 pages

    Digital and Social Media Marketing

    Uploaded by

    sakthivel
    This document discusses the history and evolution of digital marketing and the internet. It traces the origins of the internet back to 1957 with the launch of Sputnik and the development of ARPANET in the late 1960s connecting universities and the military. By the late 1990s, the internet became a major economic force driving the dot-com boom. While the dot-com bubble burst in the early 2000s, the number of websites and internet users continued to grow rapidly. The key conclusion is that the internet is a medium for marketing just like television or print, and the fundamentals of marketing through determining customer needs and wants, promoting products and services, distributing offerings, and building customer relationships remain the same.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    Download as pdf or txt
    of 26

    Digital and Social

    Media Marketing

    1
    Digital Marketing ≠ Search
    Engine
    Optimisation

    2
    Digital Marketing is a Moving
    target

    3
    Evolution of the
    Internet

    4
    The Internet Story

    Sputnik
    1957

    5
    6
    The Internet Story

    Massachusetts Institute
    of Technology’s (MIT)
    Lincoln Lab with a US Air Force computer in
    California.

    7
    The Internet Story

    “LO” GIN

    8
    The Internet Story

    By 1971, 15 US institutions were connected


    to ARPANET, and by 1974 the number had grown to 46 and had
    spread to include overseas nodes in Hawaii, Norway and London.

    9
    The Internet Story

    Ray Tomlinson

    10
    The Internet Story

    11
    The Internet Story -1997 -
    1999
     E-Business becomes a major economic force
     NASDAQ hits 5,000
     Venture capital in abundance
     Focus on new economy, new business models, growth
    potential
     no attention to traditional fundamentals
     bricks and mortar viewed as liability
     Traditional businesses shake in their boots at the
    threat of new non-traditional nimble bold competitors
     Dot.Com start-ups in every field
     Dot.Com multi-millionaires made over night

    12
    The Internet Story -2000

    13
    The Internet Story

     Internet never stopped growing


     the number of websites online and,
     the number of people with internet
    access.

    14
    Most important
    conclusion
    The Internet is a medium
    So is a mobile network !
    The fundamentals of marketing
    remain the same

    15
    Internet medium as a
    channel
    1. Integrated Marketing Communication

    2. Distribution
     This would be part of your
    ecommerce course

    16
    Internet marketing
    Applications

    17
    1. Advertising medium

    18
    2. Direct-response medium

    19
    3. Platform for sales
    transactions

    20
    4. Lead Generation Method

    21
    5. A Distribution Channel

    22
    6. A Customer Service
    mechanism

    23
    7. A Relationship Building
    mechanism

    24
    1. Advertising medium
    2. Direct-response medium
    3. Platform for sales transactions
    4. Lead Generation Method
    5. A Distribution Channel
    6. A Customer Service mechanism
    7. A Relationship Building mechanism

    25
    Why does this medium now
    matter to the marketers
     Media consumption Behavior
     Buying Behaviour

    26

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