Digital Marketing, Your History, Evolution and Application
ABSTRACT
The present research work is to collect information about digital marketing since it is a strategy that adapts to the different business, educational, ecological, technological, social and political fields of everyday life, it grew together with technology both in innovation as in variety.
The first indications of digital marketing in Latin America and the country will be approached at the beginning, the effect that caused in Ecuador will be taken into account and what were the responses of companies, media and educational centers.
Finally, the characteristics and beneficial that make this strategy so attractive, as well as the most outstanding applications and uses that have been made of this internationally
INTRODUCTION
Digital marketing is a strategy by which digit media are used to better market the product or service using the most current technological channels.
It can also be understood as digital marketing to exchanges measured by technology between various parts (individuals, organizations, or both), as well as electronic activities within and between organizations that facilitate. those exchanges ".
This shiver has gained weight and strength over the last years due to the mass growth of technological media which allow to develop and use this technique more easily and effectively for both large corporations, as well as for small and medium enterprises.
DESCRIPTION
Digital marketing first appeared in Ecuador the Ecuadorian digital native media have their origins in 2001, ten years after the arrival of the Internet in this country. For 2012, according to Rivera Costales, there were a total of 34 native media, mainly concentrated in the provinces of Pichincha, Guayas, Azuay, Chimborazo, El Oro, Pastaza, Tungurahua, Santo Domingo de los Tsáchilas, Cotopaxi and Loja.
Digital marketing has evolved by leaps and bounds in recent years and continues to grow with new techniques and technologies. But it is that it all started many years ago, and today very little is known how marketing was born and how it has evolved over the years.
Before starting to investigate and see that it is digital marketing, let’s start with the main, know what is digital marketing? According to the book Marketing Digital, it consists of all the market strategies that we carry out on the web so that a user of our site specifies her visit taking an action that we have planned in advance. It goes far beyond the traditional forms of sales and marketing that we know and integrates very diverse strategies and techniques exclusively for the digital world. Part of varied knowledge about communication, marketing, advertising, public relations, computing and language.
Looking at it from another perspective we can say that digital marketing is one of the activities within the e-commerce system of which it is expected to generate positive impacts on this system, and a way of measuring it is to analyze whether there is effectiveness of this activity towards sales, As they do, those who present purchasing statistics from email marketing activities and analyze its role by e-mail in these systems.
And finally, in this document it tells us that digital marketing is the application of marketing strategies carried out in digital media. All the techniques of the off-line are imitated and translated into a new world, the world online.
The use of the Internet was born in 1969, and since that time digital technologies have grown impressive, since thanks to this necessary tool today marketing has been growing and innovative.
The evolution of digital marketing can be mentioned that it was influenced by Internet advance. It is remembered that the first stage or web 0.0, was characterized by the complexity of carrying out basic operations and with extreme slowness in the connection. Internet explosion is the so -called website 1.0, the pages of the website were static, forged with the only purpose of informing readers, rarely updated them and did not allow interaction with visitors. It was marked by the popularization of browsers and email.
Already in the web generation 2.0- or social network, of collaboration- thought of designing an experience for users: that they created virtual communities (boom of social networks and blogs) and that not only consumes content, but also generates it; this is, to be bidirectional. The birth of pages such as Amazon and Wikipedia, YouTube, Flirckr; And, Google revolutionizes searches with its system. The stage called Web 3.0: "It is closely linked to the concept of semantic web, which, in general, seeks to introduce a series of languages and procedures that can interpret certain characteristics of the user with the aim of offering a more personalized interface". This new form of the network focuses its objective on arti fi cial intelligence and offers smart searches, greater number of social networks and ways to connect to them, faster, connectivity through different devices, free content, three -dimensional spaces (such as Google Earth ), Geospatial web, navigation ease, cloud computing and data linking the web 4.0 O Mobile Network, characteristics such as the use of special glasses are presented, global web operating system, can be dialogue naturally and in line with an intelligent virtual agent, integrated in vehicles, there will be neuronal implants with direct access to the network.
Finally, we talk about the web 5.0, and it is said: “Although there is no exact start date of this stage, it will be sought to classify people’s emotions, through devices, products or services, among the most relevant, that its main objective is Improve the experience of companies or people on the web.
With its contribution the intranet (Business to Employee, B2E, Engineer to Engineer, E2E), the extranet (Business to Business, B2B = Electronic commerce between entrepreneurs) and the Internet (Business to Consume, B2C = Electronic commerce between entrepreneurs and consumers), widely used in the different organizations and that constitute susceptible modalities to encompass within the scope of electronic commerce although they offer certain specific difficulties related to training and electronic contracting procedures, as a consequence of the technology used, since open networks Telecommunications- as the Internet that interconnects groups of computer networks connected to each other- pose important problems in security and privacy since electronic privacy is unfailingly linked to the measures that in terms of electronic security instruments decide to be established for protection integral and continuous of the Personal data of potential consumers or users.
The creation of digital marketing is estimated that it was between 1993 and 1994 with the application of new concepts and technologies. In 2003, several platforms are created that today are very useful; Facebook, LinkedIn, YouTube among many other platforms that were changing in the world and especially digital marketing, as several authors show and then some will be detailed.
During the first decade of the 21st century, with the emergence of new social and mobile tools, the digital marketing advertising paradigm was extended. Little by little, it was transformed from advertising the concept of creating an experience that involves users, exchanging a lot of information at the time the client requires it. (Londoño Arredondo, Mora Gutiérrez, & Valencia Cárdenas, 2018)
And this is how we see how marketing little by little went hand in hand with technology and social networks, since today there is no advertising that is not known by any social network or application, and if it is not in any Of these, the marketing that is being used should be considered very seriously.
But in a way you have to be careful how and when digital marketing or technology is used, since it will not always make it successful, and it is how we see what happened to Steve Job, in 1993 it launched a product that promised be revolutionary. It was one of the first massive devices to include a touch screen, which could recognize writing and handle through a pointer. The Newton was, perhaps, one of Apple’s most remembered failures, and stopped sold in 1998. Palm launched his Palm Pilot in 1997, and this device, similar to Apple’s, soon reached huge repercussion. Today, talking about a portable device with touch screen is to recognize one of the key trends in the technological market during the last five years.
Was Newton a really defective device? Or simply the users were not yet prepared for him? There is no doubt that, beyond the quality of the product, Apple at that time was wrong: it did not know how to interpret consumers correctly, and perhaps it was carried away by their intention to launch a revolutionary product into the market.
Digital marketing has been growing years after year, from its inception to the present, it is that today a product, a video, etc, could not be made, without any platform, social network or application. It is so much that all large companies worldwide use social networks to publicize their product. Before it was impossible to think or buy an online product, much less that it reaches you to the doors of your home.
Digital marketing has not only established new rules of the game, but has allowed greater and better client growth which has generated new marketing strategies such as: alliances, online advertising, e-mail marketing, loyalty tools (programs of Points, discounts) Marketing One to One, the use of the Internet for advertising and sale of products and services through notices on web pages, sending mass emails or e-mailing, use of social networks, log marketing (blogs), as well as search engine marketing both organic SEO (Serch Engine Optimization: Optimization for search engines) and link by link or click, SEM (Serch Engine Marketing: Search market marketing).
For many historians digital marketing is an instrument that currently facilitates trade and transactions, but based on documents and comments presented we can understand that digital marketing is a very powerful tool, as long as we innovate it and elaborate something Very striking for consumers, and this must go hand in hand with the needs of customers, since if a product or digital medium is created that does not meet the needs or requirements of the same, the product will easily remain in the I forget how many other products have done so.
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