TOPIC 1: Past, present and future of digital marketing

What were some key technological advances beyond the Dotcom Era?

Beyond the Dotcom Era, key technological advances included the impact of file-sharing technology, integration of communication services, growth of user interface (UI) technologies, and the emergence of social collaboration tools. These innovations further expanded the potential of digital marketing.

According to Bud Caddell, how does he define "digital"

Bud Caddell defines 'digital' as "A participatory layer of all media that allows users to self-select their own experiences and affords marketers the ability to bridge media, gain feedback, iterate their message and collect relationships."

What are some of the key principles for effective modern marketing in the digital era?

Customer-centricity, data-driven decisions, quality content, multi-channel presence, personalization, real-time engagement, adaptability, transparency, mobile optimization, and tech integration are key principles for effective modern marketing in the digital era.

Define digital marketing

Digital marketing is a form of marketing that utilizes digital technologies and channels, such as the internet, social media, email, and mobile devices, to promote products or services to a target audience.

According to Dr. Philip Kotler, how is marketing defined?

Dr. Philip Kotler defines marketing as "The science and art of exploring, creating and delivering value to satisfy the needs of a target market at a profit." He also states that marketing identifies unfulfilled needs and desires and quantifies the size of the identified market and the profit potential.

Provide examples of platforms that emerged during the Web 2.0 era.

Facebook - 2004 YouTube - 2005 Twitter - 2006 LinkedIn - 2003 Wikipedia - 2001 Blogger - Early 2000s WordPress - Early 2000s Flickr - 2004 Reddit - 2005 Tumblr - 2007 Instagram - 2010

How did Google's Page Rank algorithm revolutionize search technology?

Google's Page Rank algorithm revolutionized search technology by introducing a new approach to ranking web pages based on their authority and relevance. Instead of simply counting the number of times a keyword appeared on a page, Page Rank considered the quality and quantity of links pointing to a page. This innovation significantly improved the accuracy and effectiveness of search results.

What characterized Web 1.0 in terms of user participation?

In Web 1.0, the majority of users primarily acted as consumers of content, and there were relatively few content creators. The web was more static, with limited opportunities for user interaction and contribution.

How did the focus shift in the Production era?

In the Production era, products were mass-produced, and consumers focused on low cost and availability.

What were some key developments during the Dotcom Era?

Key developments during the Dotcom Era included the emergence of Amazon.com, Netscape IPO, and the early stages of Google. These milestones laid the foundation for the growth of digital marketing.

What were some of the key reasons for the shift from traditional to modern marketing?

Key reasons for the shift from traditional to modern marketing include the power shift from business to consumer, growing communication channels, consumers' preference for interactive mediums, validation through influencers and social interactions, need for product comparison, higher interaction with products, and the emergence of marketing as a discovery-led exercise.

How does the American Marketing Association (AMA) define marketing?

The American Marketing Association (AMA) defines marketing as "The activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large."

What are the key features of the Digital era in marketing?

The Digital era, also known as the social/mobile era, emphasizes real-time and social exchange-based marketing, measurable metrics, mobile optimization, content marketing and SEO

What characterized the Dotcom Bubble and its aftermath?

The Dotcom Bubble was characterized by excessive speculation, high valuations, and a surge in IPOs of internet-related companies in the late 1990s. It ended in a market crash in the early 2000s, leading to significant losses for investors and a reevaluation of investment practices.The aftermath emphasized the importance of due diligence and fundamentals-based investing. Surviving companies like Amazon and Google became industry giants.

What is the significance of the Dotcom Era in the evolution of marketing?

The Dotcom Era, also known as the Dotcom Bubble, marked a period of rapid growth in internet-based businesses. Many companies invested heavily in online ventures, leading to a surge in initial public offerings (IPOs). However, it eventually led to a crash in technology stocks, highlighting the importance of a balanced approach to digital marketing.

How did marketing emerge as a practice in the Marketing era?

The Marketing era emerged in response to consumers demanding better products, with pricing, distribution, and promotion becoming important differentiators.

What defined the Product era in marketing?

The Product era shifted focus to quality, performance, and innovative features.

What marked the Relationship era in marketing?

The Relationship era focused on valuing customers to build long-term relationships.

Why did the Sales era emerge, and what were its characteristics?

The Sales era emphasized aggressive selling, leading to saturation of consumer demand.

What characterized the Trade era in marketing?

The Trade era was characterized by limited supply due to handmade products

What are the historically important tools in traditional marketing?

The historically important tools in traditional marketing were Print marketing (newspapers/magazines/direct mailers/catalogues), Broadcasting (television/radio), Home marketing (billboards), and One-to-one marketing (telemarketing).

How did the internet impact the business landscape during the Dotcom Era?

The internet's invention, particularly the development of electronic computers and the creation of e-mail and the World Wide Web (WWW), marked a significant shift in marketing. The Dotcom Bubble was a period of rapid growth and speculation in internet-based businesses, leading to a burst in 2000.

Explain the key difference between traditional marketing and digital marketing

The key difference is that digital marketing utilizes digital channels and technologies, while traditional marketing relies on traditional media like print, TV, and radio.

What was the main aim of a search engine?

The main aim of a search engine is to organize the internet and provide a coherent structure for easy access to information on specific keywords.

What major impact did search technologies have on digital marketing?

The rise of search technologies revolutionized digital marketing by providing a structured way to access information online. Search engines like Google played a central role in organizing the internet and creating profitable business models based on effective marketing strategies.

What are the various stages of evolution in marketing, often termed as marketing eras?

The stages of evolution in marketing are Trade era, Production era, Product era, Sales era, Marketing era, Relationship era, and Digital era.

What is the premise of traditional marketing?

Traditional marketing includes platforms and techniques which were used as one-way communication tools rather than interactive ones. Four historically important tools include print marketing, broadcasting, home marketing, and one-to-one marketing.

How did the nature of the web transform from Web 1.0 to Web 2.0?

Web 1.0 was characterized by a majority of users acting as consumers of content, while Web 2.0 saw a shift towards more user-generated content and interactive platforms. The emergence of social collaboration tools and advanced technologies transformed the way people interacted with the web.

What was the significance of Web 2.0 in terms of user engagement?

Web 2.0 marked a shift in the way users engaged with the internet. It brought about a more interactive and collaborative web experience. Users not only consumed content but also actively contributed by creating and sharing content on platforms like social media, blogs, and forums. This shift empowered users and facilitated greater participation in online communities and discussions.