ONLINE MARKETING STRATEGY

Introduction to digital marketing

It was estimated in 2016, that the world’s digital economy is growing at 10%
per year. The impact of digital revolution has been referred to as the third digital
revolution.
Mobile technology and digitalisation is affecting all industries the public sector
and society as a whole.
Organizations now has more data, more marketing formats and more online
places to communicate with consumers including social networks, blogs, search
engines, and YouTube videos. The 2016 CMO summit survey shows that digital
marketing and data analytics are two of the most sought after skills in marketing
industry.
Potted history of the internet
Digital marketing revolves around the internet. The internet is the physical
network that underpins the World Wide Web and therefore the platform for
online and digital marketing. It is useful, as marketers, to have some
understanding of the history and evolution of the internet.

HISTORY OF THE INTERNET.mp4

Web 2.0
The evolution of the web has dictated how we publish and access information
on the internet. Web 1.0 generally refers to the web when it was a static
websites with no interactive content. In web 1.0, applications were generally
owned.
Evolution to web 2.0
The evolution to web 2.0 has delivered better network connectivity and
enhanced communication channels. Most significantly, web 2.0 has enhanced
collaboration and in effect, given us the social revolution. It has enabled users to
both create content, and, to share content with others. Community input,
interaction and content sharing can now occur across a growing range of social
media sites and applications such as forums, micro-blogging, social networking
sites and wikis.
Web 2.0 are websites and applications that make use of user-generated content
for end-users. Web 2.0 is characterized by greater user interactivity and
collaboration, more pervasive network connectivity and enhanced
communication channels. One of the most significant differences between Web
2.0 and World Wide Web is greater collaborations among internet users, content
providers and enterprises. Originally, data was posted o websites, and users
simply viewed or downloaded the content. Increasingly, users has more input
into the nature and scope of web content and in some cases exert real time
control over it. The social nature of web 2.0 is another major difference between
it and the original, static web. Increasingly, websites enables community-based
inputs, interaction, content sharing and collaboration. Types of social media
sites and applications includes forums, micro-blogging, social networking,
social bookmarking, social curation, and wikis.
Elements of web 2.0
 Wikis: websites that enables users to contribute, collaborate and edit site
content. Wikipedia is one of the oldest and well-known wiki-based sites.
 The increasing prevalence of software as a service (SaaS), web apps and
cloud computing rather than logically installed programs.
 Mobile computing, also known as nomadicity, the trend towards users
connecting from wherever they may be. That trend is enabled by the
proliferation of smartphones, tablets and other mobile devices in
conjunction with readily accessible wi-fi networks
 Mash-ups: web pages or applications that integrate complementary
elements from two or more sources.
  Social networking: the practice of expanding of one’s business and/or
social contacts by making connections through individuals. Social
networking sites include Facebook, Twitter, Linkedin and Google+.
 Collaborative efforts based on the ability to reach large numbers of
participants and their collective resources, such as crowdsourcing,
crowdfunding and crowdsource testing.
 User-generated content: writing, images, video and audio content –
among other possibilities – made freely available online by the
individuals who create it.
 Unified communications: the integration of multiple forms of calls and
multimedia/cross-media message-management functions controlled by an
individual user for both social and business purpose.
 Social curation: the collaborative sharing of content organized around one
particular theme or topic. Social content curation sites include Redditt,
Digg, Pinterest and Instagram
The history of web 2.0
The foundation component in the web 2.0 are the advances enabled by Ajax and
other applications such as RSS and eclipse and the user empowerment that they
support. Darcy Dinucci, an information architect consultant, coined the term
web 2.0 in her 1999 article. Tim O’Reilly is generally credited with
popularizing the term.
Web 2.0 controversies
Critics of web 2.0 maintain that it makes it too easy for the average person to
effect online content, which can impact the credibility, ethics and even legality
of web content. The extent of web sharing and gathering also raises concerns
about privacy and security. Defenders of web 2.0 point out that these problems
have existed ever since infancy of the medium and the alternative – widespread
censorship based on ill-defined elitism – would be far worse. The final
judgement concerning any web content, say the defenders, should be made by
end users alone. Web 2.0 reflects evolution in that direction.
Manufacturing Web 2.0
The integration of web 2.0 communication and collaboration applications into
traditional manufacturing practices and processes has been dubbed
manufacturing 2.0. Manufacturing 2.0 takes typical web 2.0 apps and services
and incorporates them into every single step of development and production.
The use of these technologies and tools facilitates greater collaboration and
sharing and referencing of information in a business, ideally leading to better
thought out design and more efficient production.
Enterprise 2.0
Similarly, the inclusion of web 2.0 technology into an enterprise’s business
processes, intranet and extranet is sometimes referred to as enterprise 2.0. Most
enterprise 2.0 followers use a combination of blogs, social networking and
social collaborative tools as well as free, paid and homegrown technologies.
Web 2.0 suicide
So synonymous with web 2.0 is social networking that the deletion of one’s
social networking presences throughout the internet is referred to as web 2.0
suicide. There are web applications designed to facilitate this process, such as
the free service web 2.0 suicide machine. The application attempts to purge user
info on some of the most common social networking presence points: Facebook,
MySpace, LinkedIn and Twitter before adding the user to the social networking
suiciders group on Facebook and signing them out.
The future of Web 2.0: 3.0
Some industry pundits are already claiming that web 2.0 is merely a transitional
phase between the early days of the World Wide Web’s existence and a more
established phase they’re calling Web 3.0.
Ubiquitous computing
The model of Web 3.0’s machine-classified, data sharing world creates a basis
for ubiquitous computing. Ubiquitous computing, also known as pervasive
computing, is a scenario in which embedded processing in everyday objects
enables intercommunication and unobtrusive data sharing throughout the user’s
environment. The concept overlaps with that of the Internet of Things (IoT), in
which almost any entity or object imaginable can be outfitted with an Unique
Identifier (UID) and the ability to exchange data automatically.