How the Internet Has Changed the Way Businesses Market
Traditionally, corporations used print and television advertising to reach consumers. But as the Internet evolved, companies shifted their focus to search engines and social media. They built a library of content to promote brand awareness and authority. Today, digital marketers must analyze vast troves of data to identify how to capture the attention of potential receivers.
In the early days of digital marketing, email was the most popular marketing tool. In many cases, companies would tag and share sites like Facebook, which allowed them to track information and reach their audiences. But Facebook’s organic reach is now almost at rock-bottom levels.
Now, companies are finding success with video, which they integrate into broader social media marketing campaigns. A variety of video platforms exist, such as TikTok, Instagram and Facebook Videos. As technology continues to advance, digital marketers must adapt and become familiar with all of the channels available to them.
For example, marketers can create a blog to drive traffic, collect emails and engage with the audience on social media. In addition, digital products can be sold on marketplaces and can be promoted through PPC campaigns and search engine optimization. All of these tactics help to increase search traffic and build a brand’s authority.
In the last few years, e-retail sales have skyrocketed. In 2020, e-retail sales will reach 4.2 trillion U.S. dollars. This has prompted a massive shift in how companies advertise. They’re using influencers, social media and even text-to-give campaigns to spread positive messages.