Within the business world, and business in general, one of the most widely used concepts is that of «marketing». Marketing can be understood as the processes, actions or strategies from which a value is given to products or services in order to encourage their purchase. That is, they are the actions taken to drive conversions and generate an interest on the part of consumers in the products or services offered.
Taking into account today, these strategies occur mainly in digital media, which has led to the evolution of the marketing concept towards digital marketing. Which has come to replace its predecessor and has been established as one of the business pillars for companies.
This constant change and the importance it has taken for businesses and companies, demands preparation and understanding of its development, which in response has led to the appearance of various specialized courses and masters.such as that of the Complutense University of Madrid. In this way, through these new study degrees it is possible for interested professionals and individuals to be properly trained to face the evolution of this important aspect of the business ecosystem.
The great boom of digital marketing in the 90’s
Since its arrival in the 90s, digital marketing has been in constant evolution, adapting to the new currents and media that arise in the digital ecosystem. Its first appearance was hand in hand with search platforms, specifically the search engine archiewhich worked like current search engines and allowed companies to track customer information.
At that time, the use of the email, which led brands to see emails as a useful means of getting their messages delivered directly to the mailbox of their target audience, in what became the digital version of the classic mailing and traditional mailing campaigns.
At that time also begin to appear the first banners, advertisements on websites that mimic the spaces that brands occupied in paper publications. This, despite being one of the first formats of digital marketing, is still fully valid 30 years later. Advancing in this decade, search engines such as Google or Yahoo, continued to promote digital marketing, while he was born to try to take advantage of the visibility that the search results gave.
The SEO, or search engine optimization is one of the most important tools in digital marketing, and seeks to optimize the positioning of websites in search engines such as Google, through techniques to improve web performance, on-page positioning factors or links received from external websites, among others.
With the growing importance of digital marketing and its relationship with search engines and content on the internet, Google took a step forward with various tools developed especially for the management of these strategies. In this way, we find different products from the Mountain View giant, such as Google AdSense, Analytics, Adwords, planner… These various tools have helped to consolidate digital marketing as an essential aspect for companies. Helping to control the different marketing strategies, whether through email, search engines, advertisements, SMS, etc.
The future of digital marketing, social networks and influencers
The penetration of digital media in recent years has been exponential, to the point that many aspects of our daily lives are developed within this ecosystem. This situation has also given a particular boost to digital marketing strategies, incorporating new variables such as , whose great references, such as Facebook, LinkedIn, YouTube or Twitter were born in the early 2000s.
Digital users spend a large part of their time connected within these interaction platforms. Therefore, integrating them into digital marketing meant an expansion of it, which gave way to new trends and strategies. An example of this is the marketing of , that takes advantage of the communities formed by content creators on social networks to promote products or services and interact with consumers. Another aspect that has had great growth in recent years has been marketing through live broadcasts or streaming. Which has also had a particular acceptance in the eCommerce scene, especially in the Asian market, through live stream commerce.
As we can see, the evolution and growth of digital marketing has been continuous and dependent on new trends.
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