With all the barrage of current tools for internet marketing (more than 1,876 specializing in analytics, searches, emailing, advertising, customer relationship management…) it seems that marketing has been reborn.
You just have to take a look (you can enlarge it, of course!) at this graphic created by the people of chiefmartec.com:
We are jumping from one tool to another like monkeys struck by lightning. And when we feel comfortable with a platform, in a few months a different one emerges that surpasses it. And this online marketing fever started a little over 30 years ago. It was not until eighties that the first computers began to be distributed in the market for companies and individuals.
Internet arrived in 1969 to enrich the panorama. And here we are.
It seems that we are riding a bicycle going downhill and without brakes, with the vertigo of speed, the tingling of risk and sleepless anxiety (too much information!!!) stealing our attention.
One blink and you’ve already missed something
- We have changed marketing strategies.
- Online marketing tools have multiplied.
- Channels have been diversified.
- Internet access devices have been optimized.
But -luckily- marketing remains the same in essence, only enriched with new theories:
- theories of direct marketing.
- theories of relational marketing.
- theories of flexible marketing.
- theories of marketing fusion.
- .
A quick review of these theories leads us to five important takeaways in relation to How Internet Marketing Has Changed:
- Consumers are now able to purchase goods through the Internet.ty in direct transactions/contacts with producers.
- Companies can create a competitive advantage if they maintain a dialogue with consumers and understand their needs.
- Relationships between companies and customers have become more flexiblewhile the former recognize the power that the latter have when making their purchase decisions.
- The customer is now at the center of the marketing process, It’s not the product and it’s not the company.
- Internet marketing has precise tools that facilitate the work and offer metrics of the results.
These aspects are established in Internet marketing and have brought various challenges.
1. Marketing, Internet and the challenge of SEO
In the nineties we began to worry about search engine optimization issues. InfoSeek, AltaVista, , WebCrawler and the undisputed king, GoogleThey came and put order. Now it’s about getting the whole coast the . And if in 1999 it was enough to repeat a keyword many times on a website,
We fight against complex algorithms that are updated hundreds of times each year. Terms like , , , Opengraph, etc.. They appear in the world and force us to rethink what we do to take advantage of them.
2. The challenge of content marketing
From the showcase website that was made once and remained like this for eternity, we moved on to the dynamic website. Today companies allocate more resources to on their sites:, news, ebooks, video marketing and everything that the client allows to do an approach trip towards the marks.
3. The challenge of inbound marketing
With the arrival of in 2006, the content was put at the service of dialogue. For the first time this theory was heard in a book of brian halligan and today it is everywhere. Thousands of Internet marketing agencies multiply the sales of their clients with this methodology.
Inbound marketing consists of Attract users with content. It has become the basic model that most companies use to increase sales, even without knowing that they are doing inbound.
4. The social media challenge
In fifteen years, social media have given a 360º turn to internet marketing and human relationships.
The potential of our circle of influence has been expanded. And we chat surrounded by business ads, so if it’s convenient, we recommend our interlocutor to visit a new restaurant that we have seen on Facebook. Then we go to Zara’s page to see the look book of the summer. That without moving from the platform of .
Today channels like Twitter, Google+, Youtube, Pinterest or Instagram they gather billions of users. They create a never-sleeping environment for brands to deliver their messages.
Social media is vital internet marketing
5. Marketing, Internet and the boom of new professions
I don’t know of a more dynamic professional field than marketing when it comes to new professions. Experts have multiplied in squeezing the most out of digital media and guaranteeing more benefits for brands that the user will already take care of himself (better!).
, Social Media Manager, , SEO expert, , Chief Marketing Technologist… The list is almost endless.
6. The ad challenge
The first advertisement was published in 1994, it was an AT&T banner located within its own website. Now we put the ads on social media, on third-party websites, in search engine results… and best of all, they are ads, “personalized”. They respond to our online queries. They follow us once we have expressed interest in a product (). And as advertisements, its promise dazzles us if the brain sleeps.
Internet advertising is as intrusive as traditional advertising, but it is better measured. And here we enter the most delicate point of evolution: the measurement and the .
7. Internet marketing is more precise and sophisticated
Internet marketing offers precision in target audience selection and clarity in measurable results. Thanks to that, marketers can now better understand the .
We have answers for questions like:
- How much does it cost to acquire a client through the web?
- How many visits do I need to get a lead?
- How many visits do I need to make a sale?
- By what terms do my users find me?
- What do you think of my products?
- How many users have seen my new promotional video?
Everything is measurable and interpretable to make better decisions. Whether your company is a multinational or an SME, you have very good and free tools that feed on information. Only that you will have to make an effort to master them, something that specialized agencies have already achieved.
Internet marketing today It’s a fight for visibility; agile and real-time interactions; the centralization of user information and their actions in fewer and fewer management tools. The evolution of internet marketing from a bird’s eye view is an experience that raises many questions…
Its influence is decisive in our points of view, consumption habits, moods and privacy. Wow, that’s another challenge; Do you know what is happening with your online privacy?
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