Harmen Mander | An Insight Into The World Of Digital Marketing

 Harmen Mander | The growth of digital technologies in the last decades has been remarkable. The number of people around the world with some form of access to the Internet is growing rapidly and, in the developed world in particular, consumers have high-speed access through multiple devices. The amount of time spent 'online' is also growing exponentially. The digital environment allows many options for communications between a business and its customers. It can accommodate B2C, B2B, C2B and C2C communications. This shift from one-way communication between organizations and customers was a major trigger for the development of digital marketing as we know it now.

Although the majority of consumers currently interact with brands online, the commercialization of the Internet didn't start until the late 1990s. Since then we have observed a lot of changes and the rapid growth of the digital world. This growth is often linked to the term Web 2.0, but what does it actually mean? And what was Web 1.0 Web 2.0 encompasses a range of changes that were introduced to the World Wide Web in the late 1990s. Some main characteristics of Web sites created with the help of Web 2.0. includes the following:

  • These sites contain profile pages of customers which contain selected data like age, sex, location, etc. making the customers the most important entities in the system.
  • These sites have the ability to create networks between customers, through links, likes, friends, social networks etc.
  • These sites have the ability to post rich content in the form of photos, videos, blogs, comments, etc.
  • They also have other more complex technical features including a 'public API to allow third-party enhancements', 'mash-ups', the embedding of various rich content types (e.g. Flash videos), and communication with other users through internal e-mail etc.

Harmen Mander | Digital media revolutionized B2B and B2C communications, but Web 2.0 gave a voice to customers. From businesses' perspective, they have gained new ways to communicate with each other as well as with customers, streamlining certain processes like ordering, purchasing, etc. It also gave companies an opportunity to establish relationships with new partners and suppliers. One of the novel applications of digital media has been the growth of C2B activity. An example is a freelancer hiring website where people can advertise their skills and companies may 'purchase' them for their projects. Another, popular example is when customers write reviews of their experiences with companies.

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