The digital era began with the advent of the Internet and the development of the Web 1.0 platform. This platform allowed users to find the information they wanted, but it didn't allow them to share it through the web. Until then, sellers around the world were still unsure about the digital platform and whether their strategies would work, since the Internet hadn't yet been widely deployed. It was in the 1990s that the term digital marketing was first used.
Digital marketing is a form of marketing that uses digital channels such as search engines, social networks, email and websites to communicate with current and potential customers. Companies use analytical tools such as Google Analytics and Google Planner to gain insights into their advertising campaigns. Digital marketing includes a variety of tactics such as digital advertising, email marketing, online brochures and other materials used to promote a company's brand. Coca-Cola, for example, doesn't target a certain age range because the market isn't big enough and its reputation is already well established.
The progress of technology, combined with the globalization of commerce, has led to the rise of digital marketing. This practice involves attracting consumers through a series of electronic platforms. It's an important part of the new Internet landscape, and the next generation of digital natives is changing the way information is viewed and shared. Nowadays, companies are focusing on winning and retaining customers by developing a relevant and effective digital marketing strategy rather than relying on traditional methods.
In an era where customers are in control, marketers need to engage consumers in an ongoing conversation, create real relationships and build brand loyalty. Digital marketing works like a global village due to its growing global presence today. Social media marketing is also an important part of digital marketing; it involves attracting traffic and attention through social media platforms.