The wide impact internet and the advancement of technology had in and around 1998 on the minds of customers, forced people doing business to adopt new marketing strategies. Some far seeing entrepreneurs imagined that the world would be quite different if everyone could access information so easily. Instead of relying on print and TV ads to get the word out about their products, they would now have an entirely different arena to push their products and services through online media.
Google’s influence grew exponentially and internet technologies were the birthplace of online marketing. This new platform unfolded great talent in the form of technicians and other digital artists. Individuals first discovered the ease of finding out information on the internet that had not been accessible previously. Google identified its primary mission as “to organize the world’s collective information and make it universally accessible and useful”. The marketing world, however did not really identify the versatile and flexible nature of the internet until 2002. Google led the way by introducing new technology to the younger generation.
“Search engine optimization” was not given a thought by business houses until the late 90s. The effect certain keywords would have on online searches and how marketers realized the underlying opportunity to capitalize markets, paved the way for online marketing. The process has not ceased to stop ever since with newer arenas being explored simultaneously and the opportunities are exploited by every business.
With the advent of internet early advertisers gradually made a focus shift from print and TV ads to e-mail and other electronic means. As the internet and digital marketing gained popularity by word of mouth, companies and brands thereby increased their rate of customer acquisition. This has happened because of the interactive interface provided by Google that gives room for advertisers to experiment with their strategy. Banner ads, Pay per click model (PPC), search engine optimization (SEO) and more have given a lot of options to marketers to customize their advertising and promotion strategy per requirement per product.
Another important aspect that has been affected by Google’s entry apart from customers getting more information and being educated about a product or service is that companies today can manage their marketing and advertising costs to a great extent. The results of these marketing campaigns have bettered from those couple of decades ago along with a sharp increase in the customer retention by brands. So, it is not wrong if we say that companies today do give a lot of thought in deciding how to plan their marketing campaign on digital platforms. Online media marketing becoming the next big thing now.