Join Brad Batesole for an in-depth discussion in this video The digital marketing landscape, part of Online Marketing Foundations.
- As you explore the opportunities online marketing provides I think it's helpful to first take a look at the history of digital advertising and then review the current landscape. So the first widespread digital advertising started in the early 1990's. Display banners for Sear's products started appearing on the bottom of the screen for customers of an online service provider, Prodigy. At that time they were much like magazine ads, visual but not interactive. In 1993 the first clickable ad was created by a law firm in Silicon Valley and from there, things took off. In 1994, web banner advertising was mainstreamed and stayed so until 1998 when the first search advertising keywords became available through a company that was eventually acquired by Yahoo.
Google followed suit by launching AdWords in 2000 and the rest of digital marketing fell into place. From 2000 until now we've watched the landscape shift to include social medial, video advertisements, interstitial advertising and an entirely new marketing methodology surrounding the idea of promoting content not just ads. We've also seen entirely new platforms catered to improving ads, tracking ads and serving ads, popup and gain massive market share. In 2010, Mobile founded stride and Mobile advertising spend has been increasing 90 percent each year.
As the adoption of digital media continues to climb, we're seeing people spend longer periods of time online and this means that the digital channels are growing rapidly and with it, the allure of digital marketing. In 2000 it would have been extremely difficult to decide to promote yourself online and now, it's crazy not to. So throughout these years we've really seen some incredible shifts in how people respond to online marketing and as for today, we have a pretty good picture of the current landscape as well. First of all, Search is the number one source currently used when making a decision to purchase something.
This comes from consumers all the way up to high level business decision makers. Your website's visibility and search is likely the most valuable real estate online because searchers are expressing intent and are of a niche, they're an ideal target. Paid search is a key piece of today's digital landscape and the current leader to buy ads from is Google AdWords. Now email was once the marketer's dream. A quality email list was extremely valuable in the early 2000's. Now it's still effective, but it has to be mobile. Almost 50 percent of all emails are opened on a mobile device so the landscape has definitely shifted.
With mobile email, the digital market place demands a mobile website. We're seeing a huge trend in marketing automation as well. These concepts involve automated bidding based on results, automatically remarketing to people who visited your site, and even creating custom advertisements specific to what a user was searching for. Automation will continue to evolve over the next couple of years and it's likely going to stay a key component to the marketer's toolkit. Social medial is still proving to be valuable for many brands. There has been some push back from the consumer as it relates to advertisements and social, but this marketing style is still relatively young and has room for improvement.
We'll likely see social advertising remain very popular in today's landscape. Finally, we're in a mature stage of content marketing. Building high value content for audiences is proving to generate significant ROI's for those doing it well. Users report interesting content as being one of the top three reasons they follow a brand. Now content marketing might actually be in the early stages of reforming. More and more consumers are becoming weary of sensational headlines and may be responding less effectively to previously common techniques such as top 10 lists and weird tricks to solve a certain problem.
Now it's important to stay in tune with the online marketing landscape. I recommend that as new trends emerge, test them out and see how they perform for your brand.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is online marketing?
- What makes a website effective?
- Working with a designer or developer
- Creating engaging web copy
- Understanding online analytics
- Using goal and event tracking
- Exploring the conversion funnel
- Defining key performance indicators (KPIs)
- Understanding SEO techniques
- Conducting keyword research
- Creating a content strategy
- Leveraging local SEO
- Understanding who's on social media
- Marketing with Facebook, Twitter, LinkedIn, and Pinterest
- Creating compelling video marketing campaigns
- Building an email marketing plan
- Measuring the success of your marketing efforts
- Setting up a blog
- Running A/B marketing tests
Skill Level Beginner
Q: This course was updated on 03/08/2016. What changed?
A: We updated six movies to keep current with the latest interfaces in Google Tag Manager, Google Keyword Planner, Facebook, Twitter, and LinkedIn. Brad also added one new tutorial on setting up a blog.
Q. This course was updated 03/21/2017. What changed?
A. The following topics were updated: installing Google Tag Manager, using goal tracking, looking at a conversion funnel, looking at attribution models, leveraging local SEO, introduction to search and display, launching display search ads, and deciding to use remarketing.