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The Evolution and growth of Digital Marketing

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 International Journal of Mobile Computing Devices
Vol. 6: Issue 2
www.journalspub.com

The Evolution and Growth of Digital Marketing

Umamaheswari1,*, Vijeta Kumawat2
1,2
Assistant Professors, Department of Computer Science and Engineering, Jaipur
Engineering College and Research Centre, Jaipur, Rajasthan, India

ABSTRACT
In this digital age, digital marketing is a mode that is sweeping across the entire world. The
inclination of digital marketing is budding day by day with the ideas of online marketing that
is turning into a crucial platform of digital marketing beside with the electronic gadgets like
the digital billboards, tablets, and smart phones and many more that facilitate digital
marketing. The huge budge in mobile, forcing brands and companies to meet the increasing
consumerism demand and also it changes the way they look at the marketing platforms. And
few years from now it will be eventually seen that the conventional marketing being replaced
by digital marketing. Content writing is not enough to stay at the game. Visuality is important
more than ever. Many creative apps and new technologies continue to rise. To attack the
future, first stay tuned with the past.

Keywords: Digital marketing, electronic gadgets, digital billboards, tablets, mobile, creative
apps, consumerism, visuality

*Corresponding Author
E-mail: umamaheswari.cse@jecrc.ac.in

INTRODUCTION marketers to advertise their products.

Digital marketing is becoming popular
these days. But the evolution started off
with the invention of Radio by Marconi.
Some argue that it kicked off with the
invention of email. The term Digital
Marketing itself was coined in 1990
because the first search engine Archie was
invented. In 1993 first clickable Ad banner
was aired. Yahoo made its de-but then
followed by Google. Cookie technology
which was a code that keep track of user
information in client browser also played
an important role in the history of digital
marketing [1].
The year 2000 was a milestone for digital
marketing. The invention of DotCom
made many internet startups to shut down.
Google introduced AdWords which enable
Social media was introduced. Later
Google was made public and Facebook
was introduced. YouTube was launched
which enabled marketers to promote their
brands. The mobile technology caught fire
and WhatsApp was launched. In 2011
Google+ was introduced which promoted
Digital Marketing. There is no look back
from then till now [2]
DIGITAL MARKETING DEFINITION
AND ITS TYPES
Topic Defined
Detailed According to Wikipedia digital
marketing is defined as follows.
Definition
Digital marketing is the marketing of
products or services using digital

IJMCD (2020) 27–30 © JournalsPub 2020. All Rights Reserved Page 27

The Evolution and Growth of Digital Marketing
technologies, mainly on the Internet, but
also including mobile phones, display
advertising, and any other digital medium.
The digital marketing includes a range of
precise marketing policies. The state of
digital marketing as we use today
encompass various technologies and
practices. Also, to know it working we
should be able to distinguish various types
of digital marketing [3–5].
• Search Engine Optimization
• Search Engine Marketing
• Content Marketing
• Social Media Marketing
• Pay-Per-Click Marketing
• Affiliate Marketing
• Email Marketing
Search Engine Optimization which is a
mode that digital policies that influence
the search engine to put their websites in
higher rank for search terms. SEO is the
unpaid listing also known as organic
results. Google does this optimization
based on three factors, i.e., Backlinks,
Content and Rank-Brain. Search Engine
Marketing is the paid listing that appears
in the SERP because we pay to place our
site in the top of the listing. The amount
we pay is dependent on the keyword that is
used to search.
Content Marketing is developing some
unique quality content that is made for
people in target market. The idea behind
this is keyword research. Tools like
SEMrush help to have good insight of
keywords. Social Media Marketing is a
free tool that helps to run ads on social
media sites. The key for social media
marketing is engaging. Also, we need to
choose right media for right brand.
Pay-Per-Click Marketing enables us to run
ads through Social Media sites and another
network involved in ads. SEM is an
IJMCD (2020) 27–30 © JournalsPub 2020. All Rights Reserved
Umamaheswari and Kumawat
example for this. We have to remember
only one thing in this marketing i.e., put up
the ad only on those sites that are often
visited by the people.
Affiliate marketing is we are advertising
other company’s ad in our site and get a
commission for it. Approval from that
company is the online process by filling an
online application, tax details and awaiting
response. After approval we can get the
income out of it. Email marketing is one of
the efficient means of marketing. Here it
enables us to meet the people by dropping
mail in their inbox. But it requires
permission from them before adding their
mail Ids. Otherwise, we will end as a
spammer [6–7].
How Digital Marketing Outperformed
Traditional Marketing
Communication has become bidirectional
which enables user to clarify anything
regarding products or service being
offered.
• Communication is mostly online with
the help of social media.
• Campaign is easier and faster with the
help of digital tools
• Content though open for all is made
available to target audience through
social media
• It is mostly meant for global audience
Digital Marketing Today
Today digital marketing is formed by the
supply of a broad and wide digital
audience. In step with analysis at good
insights:
• The number of web users worldwide
(as of last year) has crossed four
billion.
• The number of social media users
worldwide (as of last year) is nearly
three billion.
• The number of mobile users worldwide
(as of last year) is around five billion.
Page 28
 International Journal of Mobile Computing Devices
• These numbers reflect a definite rise in
usership from previous years.
Also, it is influenced by the subsequent
trends.
Buyer’s Behavior
70% of a client’s journey is currently
completed before a buyer even reaches
intention sales. A set increase with
personal sharing is here, inspired by digital
media. This suggests that digitally native
customers, like millennial and members of
info Z, price personalization in their digital
expertise.
Format to Reach Customer
Today, shoppers favor mobile phones as a
medium for communicating with the web
followed by laptops, desktops, other
electronic gadgets. Millennial are found to
presently act with three different kinds of
screens. Gen Z act with Smartphone, TVs,
Laptops, and desktops, iPad, or iPod.
Project Varieties
Companies currently accept more and
more agile selling at the intervals of the
digital sphere. Agile selling measures
however economical the corporation is at
meeting its selling goals. It emphasizes the
speed of development of latest comes and
drives to exploit in-the-moment of
advertising opportunities. Marketing
currently depends on finding and sharing
truth instead of making commercialism a
story. This is because of increasing ease
and customers can easily analyze and
compare products. Improvements in SEO
mean that keyword stuffing and
victimization of spam back links are not
any longer effective. Today, they are
replaced with the high price content. De-
spite the increase of digital selling, recent
tried-and-true selling mediums are still
effective. Agencies still normally use print
ads, television, and radio to advertise their
IJMCD (2020) 27–30 © JournalsPub 2020. All Rights Reserved
Vol. 6: Issue 2
www.journalspub.com
product and services. Together, these facts
paint an image of today’s digital
landscape.
Digital Marketing Tomorrow
The Digital marketing is going to change
drastically because of the adoption of new
technologies. Also, the web is getting
saturated day-by-day.
The Digital Marketing is not limited to the
planet of advertising & marketing only,
but it has been choice between our pasts
and today, and for sure, it will shape up the
future of human civilization. It will be the
lashing force for the channelization of
human civilization and there will not be
any dilemma that digital Technology is a
Boon or Bane!
THE FUTURE OF DIGITAL
MARKETING LOOKS LIKE
A blend of digital and conventional
marketing where digital marketing impels
customers to interrelate with the product in
person and vice-versa. Nowadays
companies simply cannot afford to
overlook digital marketing if they want to
stay viable in the market. And as the world
becomes more connected, digital
marketing will continue to coerce
innovation on the internet, just as the
internet drives novelty in digital
marketing.
In future, digital marketing are not meant
for just driving people to your site; it will
be about creating “buzz” around your
brand that trickle over into the customer’s
daily life. Technology is classier and with
new technologies like machine learning
and artificial intelligence we are going to
see the changes in online marketing too.
Once what we used will not exist
tomorrow. Facebook may lose fame and
Instagram may pick up. Chatbots will be
used more. Content marketing will see a
boom. Emails will be more personalized.
Page 29
 The Evolution and Growth of Digital Marketing
Challenges Facing Digital Marketers
Proliferation of digital channels.
Consumers use multiple digital channels
and a variety of devices that use different
protocols, specifications, and interfaces–
and they interact with those devices in
different ways and for different purposes.
Intensifying competition. Digital channels
are relatively cheap, compared with
traditional media, making them within
reach of practically every business of
every size. As a result, it’s becoming a lot
harder to capture consumers’ attention.
Exploding data volumes. Consumers leave
behind a huge trail of data in digital
channels. It’s extremely difficult to get a
handle on all that data, as well as find the
right data within exploding data volumes
that can help you make the right decisions.
CONCLUSION
Marketing has reached the peak with
change in human behavior and marketers
are performing well. The exquisiteness of
digital marketing area is that it is quite
dynamic and doesn’t belong to a rigid time
period. The improvement that occurs every
now and then in the digital marketing
space, provides everyone with a fair
chance to grow. There are various digital
marketing drift and tactics require to be
modified to rest at the center of user
attention and search engines. It is required
for everyone to keep our eyes open and
develop the best digital marketing etiquette
that will keep us ahead of the innovative
curve.
Cite this Article: Umamaheswari, Vijeta Kumawat. The Evolution and
Growth of Digital Marketing. International Journal of Mobile
Computing Devices. 2020; 6(2): 27–30p.
IJMCD (2020) 27–30 © JournalsPub 2020. All Rights Reserved
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Umamaheswari and Kumawat
ACKNOWLEDGMENT
We want to thank the department to
support for collecting proper and
appropriate content.
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