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That's Business Today

Digital marketing in the Covid World

With the rapid growth of digital marketing technology and digital devices we have seen a reset of the business landscape, especially with the Covid-19 global pandemic.

Rapidly Changing Business Landscape

With the rapid growth of digital technology and digital devices we have seen a reset of the business landscape, especially with the Covid-19 global pandemic. Marketing began changing in the 1990s with Web 1.0 (static). Web 2.0 became interactive in 1999. In 2006 Web 3.0 emerged and was considered “intelligent web” with advanced search and social media capabilities. 

New Technology for digital marketing

Web 4.0 saw the biggest change in the past 20 years with the 2007 release of the Apple iPhone. Facebook became publicly available, together with the growth of other social media platforms. This has been the biggest change for marketing, media, advertising and businesses are scrambling to catch up and make sense of it all.

first social media

The first social media platform was considered to be SixDegrees in 1997 however it took hold when MySpace (and LinkedIn) was created in 2004 with 980K users. YouTube was created in 2005 it had a high adoption rate and quickly rose in popularity due to the video content. By 2006 Facebook began to gain traction also and is now the most highly used social media platform (2.74B users), followed by YouTube (2.29B users). During the 2010s we saw a proliferation of platforms differentiated with specific uses that is rapidly changing with technological and device advancements.

Repercussions for marketing

As a marketer this has provided a more level playing field so far as ROI for the marketing dollar. It has reset the market share of salience for many brands online. However, it has also posed challenges for business and marketing professionals to keep up with the technology and platforms, new consumer demands and how businesses ensure brand salience in an ADHD environment.

Statistica 2021