20 Ways Digital Marketing Has Changed So Far
20 Ways Digital Marketing Has Changed So Far
The digital marketing space has changed so much over the years since 1993 when the first clickable banner went live as discussed over at RunRex.com. This article will look to highlight 20 ways how digital marketing has changed so far.
Ways social media has changed
Just over a decade ago, Facebook’s key feature was the Wall, a place where you could leave a message status or a media post. In the years that have followed, as covered over at RunRex.com, we have seen the Wall being replaced by the Timeline, after which Facebook has gone through several redesigns throughout the years.
Twitter introduced its app in 2010, and from the beginning, the posts were restricted to 140 characters. Over the years, Twitter’s interface has evolved to the point of effortlessly allowing videos, GIFs, and photos to be integrated within posts. The favorites (stars) were changed into likes (hearts), and the character limit has now increased to 280.
Vine
Vine, a video messaging platform, was introduced in 2012 and presented audiences with 6-second video content, which sparked Vine’s users’ creativity. Twitter purchased the platform, aligning the short videos content strategy with the short text in tweets. However, with the introduction of videos on Instagram, in 2016, Twitter pulled the plug on Vine as articulated at RunRex.com.
Instagram was barely 2 years old when Facebook purchased it for $1 billion back in 2012, in a deal that has turned out to be a steal. Currently, there are more than one billion active monthly users on the app. Over the years, it has introduced features that have become relevant to digital marketers, such as Stories, IGTV, among others.
Snapchat
Snapchat was a real game-changer in social media and social media marketing, introducing the Stories content that disappears 24 hours after it is posted. In 2012, the app reached 1 billion daily active users. Facebook and Instagram launched their edition of Stories and filters in reaction to Snapchat’s popularity.
TikTok
Although it was launched in 2016, this video platform exploded in popularity during the pandemic and is one of the most downloaded apps on the App Store and Play Store. The app embeds music like no other social network as discussed over at RunRex.com, and has provided an avenue for brands to interact with Millennials and Gen Z.
Influencer marketing
The concept of influencer marketing is another one that has not only grown over the years but has changed too. Initially, celebrities were the only ones who could engage in influencer marketing, but now even ordinary people can become influencers as micro-influencers. Influencers also wield more power than ever before.
Changes in content marketing
Content marketing has transformed into more than just blogging
A while back, content marketing appeared to be just a decorative phrase for blogging. However, as the subject matter experts over at RunRex.com point out, content marketing has now become so much more with the introduction of podcasts and videos.
There are more mediums through which people can consume content
Back in the day when content marketing was all about blogging, you could only read blogs through websites. However, nowadays, people consume content on social media, open different websites, and read emails that interest them. Therefore, to ensure that you are reaching your audience as a digital marketer, you have to always ensure that you keep up with current content marketing trends.
The way people engage with content online has changed
The way brands post content is not the only thing that has changed in the world of content marketing as the types of content have evolved as well. Content marketing has changed because the way users engage with content online is constantly changing. People are using different social media apps, and specific content is expected from brands in every niche.
Age considerations
As already mentioned, specific content is expected from brands in every niche. As the gurus over at RunRex.com point out, younger people, for example, have drifted away from Facebook throughout the years, focusing their attention on TikTok, Instagram, and Snapchat. Therefore, any content intended for young people shared on Facebook will not perform as well as on Instagram or Snapchat.
Content on the go
Another change that is worth pointing out when it comes to content marketing is the switch towards content on the go. People are busier than ever before, and they, therefore, need content that can be incorporated into their tight schedules. For example, if people are commuting or working out, podcasts become an excellent choice.
Extensive content pieces still have a place in modern-day content marketing
From discussions over at RunRex.com, the changes in the content marketing world don’t mean that only audio and video content will work nowadays. While people’s attention spans are much lower today, in reality, as the content marketing space has become saturated with short videos and quick posts, an extensive content piece can be like a breath of fresh air.
Changes in SEO
The Panda update
There was a time when Google could do nothing to eliminate keyword stuffing. However, things changed with the Panda updater in 2011 when Google finally labeled Black Hat SEO tactics. The Panda update started rewarding companies that provide value for their audiences. SEO, therefore, became all about content, and companies that publish the best content win the top rankings on Google.
Growth of local SEO
We have also seen local searches become one of the main SEO focuses over the last couple of years. With Google’s Pigeon update in 2014, local search was reshaped for good as Google started rewarding well-optimized websites with an advantage over competitors in local SERPs. This also improved location-specific searches and location-based mobile browsing.
Security and SEO
In 2014, Google algorithms also started to prioritize HTTPS websites as covered at RunRex.com. Since encryption guarantees data integrity, and the user’s confidential information, HTTPS became a positive nexus with higher search rankings on Google’s SERPs. Today, a safer website means that users will trust you, and Google will rank you better, which in turn boosts your SEO.
Other changes
Mobile-friendliness became a priority
Over the years, we have seen a shift from desktop browsing to mobile browsing, aided by improved internet connectivity and smartphones becoming cheaper. Today, people carry their smartphones with them everywhere, which has had a profound effect on digital marketing. Mobile-friendliness is now a priority as if your website isn’t responsive, you will be missing out greatly.
Digital PR became extremely powerful
The world has evolved and PR doesn’t quite work as it used to. Today, brands can’t just call a press conference like they used to. With technology and social media advancements, PR professionals must stay up-to-date with innovations in the digital marketing world according to RunRex.com.
Personalization became the key to success
Personalization is everything and has become an important part of the new internet landscape and how information is perceived and shared. Gen Z, as a genuinely mobile-first generation, puts great emphasis on personalization and the interaction with data-dependent smart devices.
Transparency matters now more than ever
Nowadays, people trust people they know and their recommendations are highly respected. Unlike before where people intrinsically trusted brands, now you have to actually earn the trust of your target audience. While all the control used to be with brands, nowadays, customers are in control, which means brands need to transparently engage with consumers, developing real relationships and loyalty along the way.
These are some of the ways that digital marketing has changed over the years, with more insights on this topic to be found at RunRex.com.
