Introduction- Internet, being this much accessible in today’s world, has become a giant Billboard. A Billboard, so big that people like you and me can feature our own ads to reach our targeted audiences. Marketing has been with us since the birth of newspapers and other mass media techniques, but when the Internet came along with its Accessibility, Variety, and Simplicity, marketing changed forever. As the Internet grew more and more people started realizing that a giant billboard is open for Advertisement and that there is a wide variety of audiences to be targeted.

According to Wikipedia, “Digital marketing is the component of marketing that utilizes the internet and online-based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services”. And I agree with this explanation.

The evolution of Personal Computer helped Digital Marketing Grow, but in the mobile phone industry, it was until the day Steve Jobs introduced the iPhone in 2007. That iPhone brought along a New Era of Digital Marketing. Companies could now place ads on a 3.5” Touch Screen Display! That was a breakthrough and a much-needed one too! Ads were now available in various forms and were more relevant to users than ever before.

Digital Marketing has Incentivized Phone manufacturers to provide phones at low prices, since, in the long term, the cost of manufacturing can be recovered by displaying advertisements in the core UI of the Phone. (Technique used by Xiaomi to provide phones at cheaper rate). Although I don’t like ads disrupting while browsing simple things such as the home screen.

Nowadays, Social media is the most engaging side of digital marketing. Social Media platforms such as Instagram, Facebook, Twitter have helped to improve the state of Digital Marketing with the use of their Interactive Marketing/Advertising tools, which are accessible to everyone. Digital Marketing, in return, has helped Social Media Websites to stay in business. These two things are interdependent.

To end, I would like to write a few words about privacy. Seeing the growth of digital marketing also raise the question of personal privacy. Big Companies uses people’s private Information in-order to display relevant ads, though it might seem good for both the corporates and the users, it ISN’T. People who don’t have enough knowledge about the Do’s and Don’ts of the Internet, may giveaway private information, which shouldn’t be on the internet in the first place. Be Safe out there!

Mr. Deepak Jangir, BBA (Hons.) IV Semester, School of Commerce and Managment, Career Point University, Kota

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