The media giant– Keith Rupert Murdoch said, “The world is changing very fast. Big will not beat small anymore, it will be the fast beating the slow.” We have already known the big change in Digital Marketing in last 10 years. Nowadays, no one can stop the speed of progress from technology. As we see, Internet is substitute for traditional media even though they will not disappear in a short time. The number of Internet marketing is still keep grabbing an increasing share of the market.
The 21st Century has come up with a different concept of Internet marketing. There are four different ways to work on advertising marketing that are Email Marketing, Search Engine Marketing, Online Advertising and Social Media Marketing. Social Media and UGC has driven a more holistic and integrated approach to marketing.
How did SMM begin?
In 1978, the computer hobbyists Ward Christensen and Randy Suess invented BBS (Bulletin Board Systems), it makes sharing information, and contacting with friends easily. It was also preparing for the birth of Social Media. After World Web Wide was following born to the world, people take information online is getting popular. A few companies begin to use Usenet such as GEnie, Bix, BBS, WebEx to start talking about their business.
After that in 1997, the first modern social network was quickly launched. Six Degrees is the first modern social network. It allowed users to create a profile and to become friends with others. During that time, Six Degrees had already had about 1 million members. In the same year, Jorn Barger and Peter Merholz started Blog, to publish personal or business information without highly computer skill.
Through to Friendster and MySpace in at the turn of the millennium, Friendster had over 90 million registered users and 60+ million unique visitors each month. Also MySpace was the most popular social network in 2006, it surpassed Google. It is the first platform to feature profile customization for users.
The path to present day, social stalwarts Facebook, Twitter, Google+ and YouTube are examples with success.
How did SMM work?
BBC news talked about “Is social media a fad?” before, factual proof is that social media is the biggest shift since the industrial revolution. Number of BBC shows, over 50% of the world’s population is under, and 96% of millennia’s have joined a social network, also social media has overtaken pornography as the number one activity on the Web.
There is an example for years to reach 50 million users. Radio spent 38 years, TV spent 13 years, Internet spent 5 years, and Ipod spent 3 years. However, Facebook add over 200 million users in less than a year, also Ipod application downloads hit 1 billion in 9 months.
According to statistics, Wikipedia has already had over 15 million articles studies. There are also over 200,000,000 blogs, 25% of search results for the world’s top 20 largest brands are links to user-generated content, 34% of bloggers post opinions about products & brands.
Today, the other fact is that Facebook tops Google for weekly traffic in the United States. If Facebook were a country it would be the third largest population in the world. Every day there are 60 million status updates happen on it. Until 2008, there are more than 200 million users on Facebook. The Wall Street Journal reported that in this year, Facebook Inc. filed for an IPO that could value the social network between $75 billion and $100 billion. Citing outside estimate from research firm eMarketer pegged the revenue of Facebook for 2011 at $4.27 billion. The success depends on their online ads. The number of ads delivered on the site grew 42% and the average price per ad grew 18% over 2011 from 2010.
On the other hand, Twitter also did great job. On March 21, 2012, Twitter celebrated its sixth birthday while also announced that it has 140 million users and sees 340 million tweets per day. After a month, Twitter announced again that it was opening an office inDetroit, with the aim of working with automotive brands and advertising agencies.
The survey of BBC in 2011 shows, “ there are 78% of consumers trust peer recommendations, only 14% trust advertise, only 18% of traditional TV campaigns generate a positive ROI, 90% of people skip ads via TiVo/DVR.” The companies which are using social media marketing no longer search for the news, the news will find them, and they also don’t need to search for products and services people will find them via social media
What the next is
In the future, Internet Marketing will be the protagonist on the stage of commerce. Email marketing, pay-per-click, SEO, referral or affiliate marketing, partnerships’, UGC Sites; future strategies of tomorrow will include the same. Of course, Social Media Marketing will be the most important key for business while the function of search will become increasingly targeted with new technologies leading the way.
First of all, adaptive technology will combine with search. Consumers dictating will be the future internet infrastructure, also they can hear of information online. It can benefit more people with disable, and expanding audiences. People will be able to find which service or company do they want quickly.
Next, though the segmentation and rationalization of audience, business marketing will become more flexible. Adaptive technology will give a strong support to Social Media. Social Media Marketing will continue to proliferate and becomes synonymous with the web as a whole.
Anyway, social media and new technology is not a choice on whether the companies do, it is a fundamental shift in the way we communicate, it is also the inevitable result of social development, and it is an absolute trend of marketing in the future.