The enormous global growth of the Internet and the importance it is assuming over the years means that companies cannot risk doing without this new channel. However, many have yet to harness the “big data” potential of digital marketing.
Since its inception in the late 1980s, the Internet has grown exponentially as more and more consumers access the world online. Along with this growth, the average time users spend online is also seeing an increase. Apart from television, the Internet is still an important form of entertainment for people. Online growth is expected to grow, both in terms of use and scope, as the deployment of the telecommunications infrastructure still continues and the diversification of the Internet appears to have no limits.
The deployment of infrastructure by the telecommunications industry is expected to further boost Internet penetration. The availability of broadband means that these countries will get better Internet quality as new innovations are introduced, such as improved conventional cable and fiber optic technologies.
In addition, Internet-capable devices such as smartphones continue to expand and become very popular, and the demand for tablets explodes. What was once a source of information has become a primary communication tool, a marketplace, a workplace, a game center, and much more.
The role of the Internet in commerce
There are two reasons why the ubiquity of the Internet has become an inescapable tool for companies. First of all, companies find it as a tool to interact with customers. The forum available on the Internet allows companies to market and sell products, build brand relationships that result in more product sales. A direct result of the Internet becoming a communications and sales platform is the sharp increase in digital marketing by companies. What was limited to banner ads and search engine improvements, digital marketing now incorporates rich media display ads, Facebook content, YouTube video clips, targeted emails, and other campaigns. This has resulted in an increased allocation of digital marketing budgets over the years.
The second reason for the importance of the Internet for businesses is customer feedback. Consumers surf the Internet for long hours and provide a wealth of information about themselves and what they would love to have. They leave behind their online interests, the purchases they make regularly, the content of the communications, etc. These consumer actions on the Internet are only as good as those found in the “real” world, collectively providing “big data” and advanced analytics, as it is collected, recorded and analyzed.