Digital marketing became more sophisticated in the 2000s and the 2010s, when[15][16] the proliferation of devices' capable of accessing digital media led to sudden growth.[17] Statistics produced in 2012 and 2013 showed that digital marketing was still growing.[18][19] With the development of social media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on digital electronics in daily lives. 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.[20]
It's important to note that even if a campaign runs over the course of a couple of years, it doesn't make it a strategy -- it's a tactic that sits alongside other campaigns to support a larger marketing strategy. For example, ETF Securities (cited above) hosted a campaign to increase its followers on LinkedIn, using the digital strategy of sponsored content (a form of paid media). This one strategic campaign might be one small part of a larger digital marketing strategy that serves to generate more leads for one of its products or business lines.
You have one goal—increase campaign performance to win new customers and drive more revenue for your business. Customer behavior provides insight into what’s working and what isn’t. When equipped with marketing campaign tools, you can use data and predictive analytics to understand customer profiles and improve overall effectiveness of your campaigns.
More and more mature platforms have started to talk about predictive analytics and predictive lead scoring on their blogs and podcasts. This means that a lot of R&D is being made to start offering this capability, not only to the elite F500 but to mainstream small businesses alike. According to GlobeNewswire, predictive analytics market size is expected to reach $10.95B in 2022.
This refers to the digital assets that your brand or company owns -- whether that's your website, social media profiles, blog content, or imagery, owned channels are the things your business has complete control over. This can include some off-site content that you own, but isn't hosted on your website, like a blog that you publish on Medium, for example.
Micro-moments are moments when we turn to a device—often a smartphone—to take action on whatever we need or want now. People generally make instant decisions on what to eat, which restaurant to choose, what to purchase or where to go. This tactic looks to take advantage of showing a relevant ad at the right place at the right time to the right audience.
Influencer marketing is a type of word-of-mouth marketing that focuses on using key leaders to amplify your brand message to a larger market. Influencers can be well-known celebrities, but more often they are Instagram or YouTube personalities with a huge niche following who can help spread the word about your business or product through their social channels.
The development of digital marketing, during the 1990s and 2000s, changed the way brands and businesses use technology for marketing.[4] As digital platforms became increasingly incorporated into marketing plans and everyday life,[5] and as people increasingly use digital devices instead of visiting physical shops,[6][7] digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing,[8] e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones (SMS and MMS), callback, and on-hold mobile ring tones.[9] The extension to non-Internet channels differentiates digital marketing from online marketing.

The final step is the optimization process. With the different data enrichment tools available, these data are used to create useful insights. Marketers should draw actionable conclusions in order to send each of their leads, an account-based email that specifically addresses his needs which in turn boosts the potential to convert him throughout the funnel.
Affiliate marketing - Affiliate marketing is perceived to not be considered a safe, reliable and easy means of marketing through online platform. This is due to a lack of reliability in terms of affiliates that can produce the demanded number of new customers. As a result of this risk and bad affiliates it leaves the brand prone to exploitation in terms of claiming commission that isn't honestly acquired. Legal means may offer some protection against this, yet there are limitations in recovering any losses or investment. Despite this, affiliate marketing allows the brand to market towards smaller publishers, and websites with smaller traffic. Brands that choose to use this marketing often should beware of such risks involved and look to associate with affiliates in which rules are laid down between the parties involved to assure and minimize the risk involved.[48]

By using Internet platforms, businesses can create competitive advantage through various means. To reach the maximum potential of digital marketing, firms use social media as its main tool to create a channel of information. Through this a business can create a system in which they are able to pinpoint behavioral patterns of clients and feedback on their needs.[32] This means of content has shown to have a larger impingement on those who have a long-standing relationship with the firm and with consumers who are relatively active social media users. Relative to this, creating a social media page will further increase relation quality between new consumers and existing consumers as well as consistent brand reinforcement therefore improving brand awareness resulting in a possible rise for consumers up the Brand Awareness Pyramid.[33] Although there may be inconstancy with product images;[34] maintaining a successful social media presence requires a business to be consistent in interactions through creating a two way feed of information; firms consider their content based on the feedback received through this channel, this is a result of the environment being dynamic due to the global nature of the internet.[31] Effective use of digital marketing can result in relatively lowered costs in relation to traditional means of marketing; Lowered external service costs, advertising costs, promotion costs, processing costs, interface design costs and control costs.[34]


The development of digital marketing is inseparable from technology development. One of the key points in the start of was in 1971, where Ray Tomlinson sent the very first email and his technology set the platform to allow people to send and receive files through different machines.[10] However, the more recognisable period as being the start of Digital Marketing is 1990 as this was where the Archie search engine was created as an index for FTP sites. In the 1980s, the storage capacity of computer was already big enough to store huge volumes of customer information. Companies started choosing online techniques, such as database marketing, rather than limited list broker.[11] This kind of databases allowed companies to track customers' information more effectively, thus transforming the relationship between buyer and seller. However, the manual process was not so efficient.
It is increasingly advantageous for companies to use social media platforms to connect with their customers and create these dialogues and discussions. The potential reach of social media is indicated by the fact that in 2015, each month the Facebook app had more than 126 million average unique users and YouTube had over 97 million average unique users.[29]
By using Internet platforms, businesses can create competitive advantage through various means. To reach the maximum potential of digital marketing, firms use social media as its main tool to create a channel of information. Through this a business can create a system in which they are able to pinpoint behavioral patterns of clients and feedback on their needs.[32] This means of content has shown to have a larger impingement on those who have a long-standing relationship with the firm and with consumers who are relatively active social media users. Relative to this, creating a social media page will further increase relation quality between new consumers and existing consumers as well as consistent brand reinforcement therefore improving brand awareness resulting in a possible rise for consumers up the Brand Awareness Pyramid.[33] Although there may be inconstancy with product images;[34] maintaining a successful social media presence requires a business to be consistent in interactions through creating a two way feed of information; firms consider their content based on the feedback received through this channel, this is a result of the environment being dynamic due to the global nature of the internet.[31] Effective use of digital marketing can result in relatively lowered costs in relation to traditional means of marketing; Lowered external service costs, advertising costs, promotion costs, processing costs, interface design costs and control costs.[34]

#1 Content marketing - this has featured consistently in the top 3 for several years. I think it's number 1 since content marketing can be applied by all types of business regardless of their sector or size and if the right strategy is followed can make an impact that supports communications across all touchpoint of the customer lifecycle. It fuels all digital channels from search, email and social media marketing. This makes having a defined content marketing strategy essential to competing in many sectors.
If your company is business-to-business (B2B), your digital marketing efforts are likely to be centered around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.
For example, Microsoft and Uber use Knightscope K5 robots to “patrol parking lots and large outdoor areas to predict and prevent crime. The robots can read license plates, report suspicious activity, and collect data to report to their owners.” You can rent these R2-D2-like robots for $7 an hour – which is less expensive than a human security guard's wage:
As email marketing is getting smarter, marketers have started to care more about sending emails to subscribers who are active on their lists. For instance, if a contact highly engages with your emails, he should be regularly nurtured with content and updates about your company until he converts into a loyal customer. On the other hand, if a subscriber hasn’t opened an email for a certain period of time, he will be considered as a dormant contact and will no longer receive additional emails.
You have one goal—increase campaign performance to win new customers and drive more revenue for your business. Customer behavior provides insight into what’s working and what isn’t. When equipped with marketing campaign tools, you can use data and predictive analytics to understand customer profiles and improve overall effectiveness of your campaigns.
Platform-Based Social Media Analytics are the free analytics tools built into social media platforms themselves – on Facebook, Twitter, YouTube and more. Though other tools can aggregate your data, looking at platform-based analytics allows you to look at each account as a unique entity, devising different strategies for each social media platform.
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