The Concept of a Digital Marketing Agency and Its Evolution
The concept of a digital marketing agency is not a new one. In a way or another, marketing always existed, and it just changed as the world changed. From banner ads, to AI-driven strategies, the digital marketing world changed a lot. This article is going to present the differences between a modern digital marketing company, and an older one. How did it all begin? What changed, and how’s it going now?
The Beginning: The First Digital Marketing Agency
The internet became popular and used by the masses around 1990 (in Sydney, USA, etc.), depending on the corner of the world you are in. Businesses picked up on the opportunity that the internet offers, and that’s how the concept of digital marketing appeared. Traditional marketing agencies started looking into the digital side of marketing, and started experimenting. The main tools that were available then were:
• Banner ads – This article published by The Atlantic talks about the first ever banner ad. It happened in 1994, and it was an ad for AT&T.
• Email marketing – Businesses started using e-mails not only as a mean to communicate, but also to sell.
• Static websites – Websites served the viewers everything they needed: contact info, company details, and what was being sold.
As with the beginning of anything big, it changed the way the world works. Advertisement is something that’s part of our everyday life. No matter if you are outside, on your phone, reading a magazine, or just listening the radio, you will more than probably see an ad. The strategies that were just now mentioned were the foundation for everything that was to come.
The 2000s: Search Engines and Paying for The Click
The 2000s were all about evolution, and therefore, change! Technology, fashion, make-up, music, and movies, everything took a turn. In the early 2000s, search engines like Google (Bing and Yahoo), became the main gateway to the online world. Basically, every traditional marketing agency became a digital marketing company, because everyone saw the switch that was about to happen. Business owners realized that online advertising was the future, and they all wanted to hop on it. That’s how the concept of SEO and PPC appeared; SEO stands for Search Engine Optimization, and PPC stands for Pay-per-click.
People started searching the internet for everything they needed. So, as a business, if you wanted people to buy from you, you had to rank high. There were, and still are, many details that go into ranking high; and that’s how the concept of a SEO-focused digital marketing company appeared. The same applies for PPC; you want people to click on your ad, and then buy from you, you need someone who knows how to sell. Also, affiliate marketing became a thing. Looking back, it’s fascinating to see the beginning of something that is like second-nature to the people of today.
Google Ads was introduced in 2000, and ever since then, experts got to know exactly how it works. Many of the tools that were used then, are still used now. People still click on ads, and people still receive e-mails with promotions and vouchers. It’s safe to say that digital marketing changed the way the world of advertisement, and the world of buying in general changed. What people in the 2000s didn’t know, is what was coming!
A New Era for Every Digital Marketing Company: Social Media
If you were looking for a digital marketing agency in Sydney, or anywhere in the world for that matter, you would only find people that were not sure what was happening. Social media changed the lives of people forever, and advertising is no exception. Facebook, under the name of “TheFacebook”, was launched in 2004, and it was quickly followed by platforms like YouTube, Twitter, and Instagram. People fell in love with social media almost instantly; and every digital marketing company knew that they had to use social media in a way or another. Social media brought with it influencers, which are a tool used till this day.
Every brand wanted a great online presence. Every business owner started caring more about the name, logo, and colours of their brand. Collaboration between brands and influencers (then mostly bloggers) started bringing in money for businesses. But the changes didn’t stop here, because soon after that, the smartphone was adopted. Mobile-friendliness became one of Google’s most important criteria when it comes to ranking, and video marketing started being an actually effective tool. So, to say the least, every digital marketing agency in Sydney had to change their strategy, and welcome the ideas of social media and smartphones.
Today: AI, Automation, and Whatnot
As you probably already know, the digital marketing industry changed more in the last few years than ever before. It’s clear that many years from now, this moment will be an important moment in the history of technology. Artificial Intelligence and Machine learning are actually changing everything, in every sphere of life. AI-driven ads, AI customer support services, and data-driven decision making. Every reputable agency in Sydney, and every big city in the world, uses these tools to improve tactics and results. And while you still see billboards, or receive an e-mail with an ad, everyone can clearly tell that the world of advertisement is changing.
Things will continue to change, as experts are still learning to use these tools. Other things, like VR (stands for Virtual Reality) and AR (stands for Augmented Reality) are wanting for their turn to change this industry. The metaverse and blockchain will soon come into play, and agencies will find a way to use all of these for advertisement. Selling and buying are actions that are part of everyone’s everyday life, no matter if we like it or not.
Conclusion
The future will probably bring a totally different world that the one we now know, but if people managed to get along with the internet, they will probably get along with VR too! If you have a digital marketing company, be ready for all the changes that are to come. And if you are in need of the services of such a company, make sure that they know how to use all of the new available tools.