The world of marketing has evolved significantly since the early 1990s, primarily executed through traditional mediums such as print, radio, and television. After the dotcom boom and the arrival of the internet in the mid-90s, there was a seismic shift in marketing strategies, and new digital marketing techniques emerged that continue to dominate the landscape even today.
The most significant development in digital marketing was the introduction of Web 2.0 in the early 2000s. This term referred to a shift in internet usage, where users were no longer passive consumers of information, but instead active participants. The rise of social media platforms like Facebook, Twitter and YouTube enabled users to share content, connect with others, and engage with brands in new ways. This gave rise to new marketing strategies such as influencer marketing and paid media, now a longstanding method in contemporary marketing.
New medium, new styles
Influencer marketing has become an important component of many modern marketing campaigns, as brands leverage the reach and influence of social media personalities, connecting with younger audiences who trust recommendations from peers and social media influencers.
Additionally, with the rise and sustained popularity of social media platforms, paid media has become an integral part of brands’ marketing campaigns. Leveraging a set of technologies used for managing advertisements across channels, including search, display, video, mobile and social, brands can now automate a large proportion of their marketing spend with ROI in the form of reach and impressions.