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What is Digital Marketing?

According to WikipediaDigital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s, changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent

Conventional Marketing vs Digital Marketing

Traditional marketing is in most of the cases a one direction.

Today, digital marketing is no longer a subtype of conventional marketing, but a new phenomenon that combines customization and mass distribution to achieve marketing goals.

The integration of technology and the diversification of equipment have led us to open up the way we think about Internet marketing, and push the boundaries to the new concept of digital marketing-user-centric, more measurable, ubiquitous and interactive.

Digital Marketing The Big Bang

The Big Bang!

The term digital marketing was first used in the 1990s. With the advent of the Internet and the development of the Web 1.0 platform, the digital age has begun. The Web 1.0 platform allows users to find the information they want, but does not allow them to share this information on the Web. Until then, marketers around the world were still uncertain about digital platforms. They are not sure whether their strategy will work, because the Internet has not yet been widely deployed.

The first clickable banner ad

In 1993, the first clickable banner ads were put on the market. Since then, HotWired has purchased some banner ads as advertisements. This marks the beginning of the transition to the digital marketing era.

Due to this gradual transformation, 1994 witnessed the entry of new technologies into the digital market. In the same year, Yahoo went online.

With the increase in users, from email to Yahoo! (1994) and Google (1997) and e-commerce sites such as Amazon (1994) and eBay (1995).

For marketing, this is a gold mine. E-mail has become a new external marketing tool that joins the traditional tool library of television, radio and print advertising and telemarketing.

When search engines categorize new websites being created, users can find the information, products and services they need in the comfort of their homes.

Yahoo HQ

Marketers conducted early SEO techniques (such as keyword stuffing, excessive tagging and backlinks) to generate high rankings. Razorfish was a successful company known for its successful marketing strategy at the time. Now, Razorfish is one of the largest interactive media agencies, a key role in early SEO, and a pioneer in the possibility of “server push” in Netscape browsers.

Here comes the millennium

The number of Internet users has only continued to grow, with 361 million Internet users in 2000. The 2000s were prolific, and a large number of influential platforms emerged during that period.

LinkedIn was launched in 2002, and this professional social media platform has developed to this day. A year later, WordPress and MySpace appeared.


News Corp. acquired MySpace for US$580 in 2005. It was the world’s most visited social media platform in 2008, with more than 75.9 million users. WordPress is still the most successful and best content management system.

Despite the emergence of many other more successful social media platforms, MySpace is still active, with an average of about 8M monthly active users in 2019 (Interestingly, MySpace surpassed Google to become the US most visited website in 2006).

Gmail and Facebook were launched in 2004. Gmail provides 1 GB of storage space, which greatly exceeds the storage space of competitors at the time.

This makes it stand out from all other email platforms. Just one year later, the storage limit has doubled to 2 GB.

In 2006, everyone over the age of 13 with a valid email address can create a Facebook account. By the end of 2007, the company could self-promote up to 100.000 pages, which is an important part of the development of digital marketing.

As you can see, the 2000s brought the launch of today’s largest and most important digital marketing platform: Google and its Google Ads and Facebook and its Facebook Ads.

In 2010, there were about 2 billion Internet users worldwide, a significant increase from 361 million in 2000. People began to use smartphones and small devices in general, which allowed them to browse the Internet anytime, anywhere.

The social media platforms launched by Google in the 2000s laid the foundation for digital marketing in the 2010s. The company began to pay more attention to the interests, wishes and needs of customers, and produced more emotional and personalized advertisements, and then began to use social media platform advertising services for publication.

These advertising services have developed rapidly and have quickly become successful. Facebook Ads is still booming, and Instagram has caused the rise of influencer marketing, which is the new popular digital marketing strategy. For social media, 2012 was a great year. Facebook is the most commonly used social media platform, behind which is Blogger and Twitter.

Pinterest appeared in the same year and immediately caused a huge response, leading the brand to come up with new strategies for how to promote its content on this unique platform and learn more about its customers.

In 2014, the number of mobile and smartphone users was higher than the number of desktop users.

The Present Time

Social Media
Up to 2019, more than 3.5 billion people use social media, accounting for about 45% of the population.
Facebook is still the most used social media platform, with more than 2.45 billion monthly active users. In digital marketing, 94% of Facebook advertising revenue comes from mobile devices. Facebook has released information about more than 3 million companies actively advertising on its platform.
54% of people use social media to learn more about products and brands.

When it comes to online shopping and e-commerce, their users are growing every day. Experts believe that by 2040, approximately 95% of purchases will be made online.


Digital marketing is constantly evolving. From the looks of it, its development has not stopped.

The 1990s brought the popularity of the Internet and the first use of digital marketing, including the first clickable banner ads. Their significance lies in Amazon, Yahoo! Google also launched during this period.

The 2000s brought us a significant increase in Internet users, as well as the launch of MySpace, WordPress and Facebook, all of which are extremely important for digital marketing and e-commerce.

The 2010s were marked by more mobile and smart phone users than desktop users. Facebook has become the most commonly used social media platform, while Blogger and Twitter are almost as popular. Today, the number of social media users worldwide has exceeded 3.5 billion, which makes digital marketing a more attractive marketing option.

Every month there will be new marketing trends and new marketing strategies. Who knows, maybe in a few years we may see the release of the new Facebook, which will change the social media and digital marketing game forever.

So, is your business ready for the digital marketing evolution? In Pinnacle we’ve created a number of services ranges from Digital Health Check for your online presence and digital marketing activities, all the way to providing a complete turn key solution to help your business on the up side of the trends.

Pinnacle® is a multi-country consultancy firm. Our consultants are spread around the world; with 70% of our consultants are women. We have built our organization on modern business model with agility, diversity, and resilience to the business dynamics. We have chosen our technology platform to support our modern mindset thus we work from anywhere …. As work is not a place anymore. We implement Lean Six Sigma in everything we do whether internally or externally at our client sites. 

This article is written by:
Waleed Mostafa
Waleed Mostafa
Pinnacle, Digital Presence Consultant
Pinnacle Ltd.

Pinnacle Ltd. is a multi-countries modern consultancy firm, with offices around 11 countries in 4 continents, and 28 consultants working remotely and virtually managed.

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