Definition

According to Ryan & Jones (2012), “Digital marketing is the use of digital technologies to create integrated, targeted, and measurable communication that helps to acquire and retain customers.”

Introduction

Marketing has evolved from billboards to browsers, from radio jingles to retargeting ads. The digital revolution gave brands the ability to reach anyone, anywhere, at any time — and track every click.

Explanation

Phases of Evolution:
1️⃣ Web 1.0 (1990s) – static websites and email newsletters.
2️⃣ Web 2.0 (2000s) – social media, blogs, user-generated content.
3️⃣ Mobile Revolution (2010s) – smartphones, apps, influencer culture.
4️⃣ AI & Data Era (2020s) – personalization, automation, predictive analytics.

Key Takeaways

Technology drives marketing transformation.

Personalization and analytics define modern success.

The consumer is now both creator and critic.

Real-World Case

Netflix evolved from DVDs to streaming, using algorithms and digital data to personalize content and marketing globally.
Reference: https://www.netflix.com