"The Past, Present, and Future of Internet Marketing in the Philippines"

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy. There has of course, been a rapid rise in the number of eCommerce enterprises selling goods online. Some operate solely in the online sphere. Many others are bricks and mortar businesses that are also offering products and services via their websites. But many other business models are using the internet to promote their business via websites, blogs, email, social media sites like Twitter and networking sites. What's more, internet marketing enables you to carry out marketing activities that range from market research to improving customer service. It is clear that the innovation of Internet Marketing has a huge effect in the Philippines.

The internet became more popular in the year 1990's. There are more advertising and marketing professionals didn’t see much value in using the medium as a part of their campaign strategies.However, Internet marketing proves to be one of the most successful channels for companies local and abroad to reach their target markets. For the past 20 years the main use of the Internet revolved around placing their information out in the open so that others could find it. This information was controlled to prevent users from altering the original message. While this was a useful way to get large amounts of information out to mass audiences, it wasn’t taking advantage of a major opportunity: receiving information from the customers.However, upon the rise of social interaction, the focus finally began to shift to both relaying their own information to consumers as well as gaining information from these consumers, using two-way communication. Today’s organizations in the Philippines and overseas have implemented a new goal: boosting sales through social media. Most of the companies who have seen substantial results from using social media have set objectives to create relationships with consumers before pushing their own agendas, or selling their products or services. 

As you can see by its definition, technically, anything where a marketer responds to a consumer’s expressed want or need can be considered intent-based marketing, and can probably be traced back to the first merchant who stepped in to help a customer eyeing a certain product. However, what has made intent-based marketing skyrocket and take flight is the Internet. The Internet has made this type of marketing much easier and more common place due to it providing many platforms upon which marketers can search for their customers, making it easy to pinpoint their wants and needs and then to respond to them in a timely manner. Today that most of the consumers are depending on different online selling businesses, it is more easy to shop. The items you want is just a click away no matter how many miles you were living. Online selling websites like Ebay, Lazada, Zalora, Metrodeal so on and so forth are really helpful for every Filipino who were busy in their workplaces, for those mothers who were at home taking care of their children and for those people who were incapable of going out for some other reason. For now that the convenience of online marketing in the Philippines will make it boom for the next more years.

The future trends of Internet marketing include an understanding of the globalization of not only the economy but of communication. Advertising segmentation is nothing new. Today’s powerful tools target diverse audiences like never before. With the plethora of content across the Internet, advertisers are able to target you by your favourite show or clothing brand with tools like re-marketing and social advertising. I imagine the future of entertainment will produce such versatile products that will allow marketers to speak to uber specific niches based on their online interactions. Think about it already: the advent of Netflix, the YouTube star, podcasts, fan fiction, etc… The more and more specialized content becomes, the easier to target to those audiences. For the next 10 years and more we will see a future where you choose your entertainment, and not the opposite. This will allow marketers to align themselves with targets that will not only directly relate to their brand, but could be major factors in their audiences life. I am imagining SM and different department stores having their own version of online selling. A slogan of you choose, click and we deliver. The futuristic ways of internet marketing will grow ponder and can never be block. Most of the people will find it more easy, convenient, and time manageable. As other continents open up to more and more web access to its citizens, there will likely be an influx of new web users who will impact consumer interests and the world wide financial landscape. It has been suggested that countries within Asia could impact this landscape phenomenally the next few years as its citizens become more sophisticated technology and realize its commercial advantages. The western world will no longer have a corner on goods and services to the world as the future trends of Internet marketing take on a new face through world wide competition.

Most people think about the World Wide Web, they think in terms of the Asian community of online users who make up over the a billion Filipino surfers alone. The age of global communication is pushing the new global economy to a future level unseen in our lifetime. The effect on the future trends on marketing could be huge in the next few years.There could be many other internet marketing trends which can develop in the upcoming years. Social media could be used effectively to market your brand reputation, so monitor constantly the invaluable feedback gathered from the conversations based on social media. A factor that pushes global effects includes increased speed of the Internet with broadband connections that affect multi media capabilities on the web for almost any user. Also, the huge potential that is growing for new markets and needs among worldwide surfers will affect future trends of Internet marketing. Westerners can easily miss the signs as their attention is diverted to the rapid development of Internet capabilities within their own sphere. It will be important, however, to jump on the band wagon in exploring the ever increasing consumer marketplace of the world beyond.

Past, Present and Future of the Internet

The future of Internet Marketing include an understanding of the globalization of not only the economy but of communication. When most people think about the World Wide Web, they think in terms of the western community of online users who make up over the 180 million American surfers alone. The age of global communication is pushing the new global economy to a future level unseen in our lifetime. The effect on the future trends on marketing could be huge in the next few years.

The Internet is a child of the 1960s, with its roots dating back to 1969 when the first network of computers, ARPANET, communicated with one another. It took a full decade before the Internet Protocol was developed. In 1984, the domain name system was created, bringing with it the familiar suffixes of .com and .org. Still primarily academic, the Internet wasn’t widely used until the 1990s when two significant developments arrived. In 1991, the World Wide Web was ushered in. Hyperlinks made navigation much easier than in the past. And in 1993, the first Web browser, Mosaic, arrived, making for a graphical user experience. By the mid-1990s, an estimated 45 million users were using the Internet. By 2000, that number exploded to over 400 million. The Internet was officially here to stay. In its early incarnation, users connected to the Internet primarily through dial-up networking which consisted of a modem and a phone line. Users would connect, search for information, check email messages, and then disconnect once these tasks were complete thus freeing the phone line for traditional phone calls.

Today, the Internet isn’t a side activity; it’s a main attraction. High-speed, broadband connections have largely replaced dial-up networking. Now, many computer users are connected to the Internet around the clock. In addition, mobile phones and other devices such as PDAs and gaming consoles now connect to the Internet.
While yesterday’s websites were static, today’s sites are dynamic. It is a social medium where users are engaged. We shop online, we bank online, we play games online, we read the news online, we listen to music on line, we make phone calls online, we watch TV and movies online, we connect with other users online, we create our own media online, we do business online, and the list goes on. The Internet has affected nearly everything that we do. In the past, we purchased music and software on CDs. Today, many users buy music downloads while others subscribe to unlimited streaming music subscriptions. Software is now available as a service “in the cloud.” Rather than buying a disc, installing the software, and owning it outright, software can be accessed online via a monthly subscription. Along with the advances made comes a darker side: computer viruses, spyware, and privacy concerns. Hackers and malware developers are running rampant, fueling a cat-and-mouse game between the black hatters and computer security experts. In addition privacy concerns have been raised. Not only does malware threaten privacy, some users willingly and unwittingly give up personal information online over social networks and some people are concerned about the potential for government monitoring. 

If you could gaze into a crystal ball and see the Internet in the future, what would it look like? No one knows for sure, but we can speculate. With the popularity of mobile devices such as the iPad, cell phones, and eBook readers, it’s likely that the Internet will continue to spread into other areas of our lives. Touch screens and voice recognition technologies may render the keyboard and mouse obsolete. It’s also likely that more content will be delivered via the Internet than over traditional media such as radio, television, print, and CDs. Cloud computing may also become more prevalent. The Internet has been fascinating the world on a grand scale for nearly two decades. It is sure to continue its evolution, surprising us with its wonders for decades to come.

Past, Present and Future of Internet Marketing

The Past

The past was perfect. It always is. (Just ask my father-in-law, who thinks it should still be 1958.) And since the past is perfect, the present can never measure up. So it’s understandable that there’s a chorus of naysayers who think content marketing’s golden age is behind us. After all, there is data pointing to a decrease of as much as 60% in engagement for content marketing. That’s not good by any measure, but who ever said our ultimate goal was really engagement?

Yes, in the good old days you had previously unheard of brands like BlendTec or (more recently) Dollar Shave Club going viral.But “going viral” – which is another way of saying “killing it on the reach metrics” – isn’t necessarily all it’s cracked up to be.For example, I’ve watched each of those videos more than a few times, helping increase their millions-plus views metrics. I’ve written about them and recommended other people watch them, adding further to their gaudy reach numbers. Setting aside the professional research aspect of my interest, this is purely entertainment for me. I’ve never bought a product from either of the companies, nor have I recommended the product to anyone even as I’ve recommended the videos.

To be clear, in both cases, the content is strong and the marketing is strong. Going viral is beside the point and, I’d argue, has had much less of an impact on their bottom lines than is popularly believed. (Though the impact is still pretty astounding, I’m sure.)

The Present

So if going viral isn’t really a great marketing strategy, perhaps the golden days weren’t so golden. It’s still undeniable, though that back in the days of yore it was easier to own a topic or conversation: there simply wasn’t as much competition for attention.

And that seems to lead people to believe that the decrease in content marketing engagement is a result of the increased competition.Not really.It was never easy to go viral, even in a less competitive market. Great content marketing was great, then and now, because the content was great. The problem with content marketing today isn’t that there’s too much content; it’s that there’s too much crappy content.

The Future

By now you’ve figured out where I’m going with this. More content isn’t the answer. Better content is. Actually, I take that back. Better is not enough. Your content has to be great. That’s the only way to encourage engagement and extend reach.If you’re creating more content and seeing less return on your increased investment, you probably have someone with P&L responsibility looking over your shoulder and asking questions. Meaning, you’d better fix the problem.You can start by getting back to basics. Audit your content. Evaluate it against your metrics. 

If your metrics don’t tell you anything useful, rethink your metrics.Talk to your prospects. Find out what interests them, find out what scares them. Then develop content for them that addresses their needs throughout the buying process.Forget about producing 150 pieces of content because you need 5 pieces of content for each of 5 audience segments at 6 different points in the buying cycle.Think big. Because the secret of great content marketing is that great content almost always lends itself to adaptation in other forms. So while one great idea probably won’t get you those 150 pieces of content, it can get you enough great content to fill, say, 30 of those 150 slots you’re worried about.Big thinking like that is hard work, but it’s the hard work that will raise your content marketing – all of your marketing – above the competition. Rising above the competition will do more than get you noticed. It will get you results.

Past, Present, Future of Internet Marketing

In recent years, marketing has changed dramatically. Back in the old days, one annual planning meeting to create a go-to-market strategy, marketing plan and budget used to be sufficient. Today, marketers adjust course frequently and modify plans according to real-time customer insights, new media, emerging channels and technology.Marketing Strategies
Unfortunately, even the most nimble marketers today are unable to keep pace with this ever changing marketing environment, citing lack of resources, skills and outdated technology as the main factors. Although marketing technology may not be the only solution, why hasn’t it advanced enough to support agile marketing?

The Recent Past: Rapid Rate Of Change For Everything
New media adoption rate used to be “relatively” slow. TV was introduced in 1947, and its adoption (measured by percent of penetration in the population) plateaued after 50 years. By comparison, the Internet, introduced in the early 1990s, reached its peak penetration in less than half the years of TV. Although we don’t know where mobile Internet adoption will ultimately end, existing stats indicate a rate exponentially higher than that of its predecessors.
Next, the notion of “viral” marketing has taken content distribution to the next level. This “earned” media — media that does not require marketers to purchase an audience, but rather “earns” its interest — can capture audiences at an unprecedented rate.
In the past two years, more than 90 percent of all data was created. It’s no accident that this exponential growth coincides with the introduction of mobile devices, which have increased the amount of information available about how humans behave online. No one had predicted the growth of data such as this.

The Present: Why The Sum Of Many Parts Does Not Equal A Greater Number
But with all the hype around big data and multi-channel management, we still hear from marketing leaders that today’s software and computing platforms lack true integration capabilities and fall short in providing real-time access to data. Cross-channel management between point solutions that optimize email, Web, social and mobile, is more a “hype” than reality.
Historically built for single-channel optimization, existing systems such as website management and analytics and email systems are built to handle relatively low data volumes. Moreover, most systems were not developed with the flexibility to integrate data and processes with other systems (i.e., CRM).

For example, data exchanges between marketing and other databases are done through hard coded APIs — which are expensive to build, easy to break and do not enable true real-time exchanges.
Finally, marketing applications interfaces were designed primarily for “content design” rather than big data analytics (such as those built as Business Intelligence tools). The very popular “drag and drop” interface, for example, works well for content and creative manipulation, but what if one needs to combine building algorithms, conditional rules and other data-driven elements to design? What would that interface look like?
I argue that existing applications are not ready to combine the two activities, and it is no wonder we hear marketers tell us that their tools are “clunky” at best.

The Future
I expect the following:

Many systems will be built on older platforms. Challenges for big data processing and system integration are harder to achieve than ever. In the meantime, digital marketers will continue to encounter problems with systems that fall short on their promises of real-time data processing.
The tools and interfaces familiar to marketers will change. Tools will combine data visualization and manipulation with content creation capabilities (imagine the merging of the desktop of a designer with that of a Wall Street broker).
There will be no enterprise software system that can fulfill the promise of being the central system of record. Big data is about harnessing customer data that exists everywhere for real-time application (such as creation of multi-channel messages). Data processing for marketing systems trumps the need to “store” the data.
What do you think?

The Past, Present, and Future of Internet Marketing

During the 1990's, the use of internet was not for advertising. But rather they used it as a medium of communication through exchange of emails and information. Few years later, a sudden blast from the survey that millions of people were now using Internet. When the marketing pioneers saw the potential of internet marketing business, the organizations started to focus more on interpersonal communication to generate a better long-term relationships and to create an opportunity to find a relevant and valuable information to start a perfect medium for online marketing.

A decade later, there's only a few business left that does not have an online presence. Internet marketing has become an essential tool in managing a business now in a competitive market. Other says that internet is likely to be at the heart of your marketing strategy. Companies always rely on what could be the best strategy to attract people's attention. That's why they take the risks on entering the world of internet marketing. The use of Internet makes the company reduce the costs, gain instant feedback, overcome the barriers of distance, increase customer retention level etc. 

The rapid advancement of internet technology continuously grow and change as well as the internet marketing. There could be many other internet marketing trends which can develop in the upcoming years. Be aware of changes and adopting the dynamic environment of web technology can help an organization to have a competitive edge in the market. Organizations must always be updated and ready for the new trend and even more advancement because only few have the courage to take the risks for the improvement and profitability of the business.