In this four-part series, we’ll discuss the evolution of human socialization with a focus on how we receive and share news, and how brands incorporate seamless marketing into our everyday lives.
How do you explain the value of creating an online marketing strategy that incorporates social media and its role in increasing website traffic to industry leaders who are more accustomed to classic print, radio and television marketing?
We’ll start at the beginning.
Social Networking Existed Even Before the Internet
Back in the good old days, we received our morning paper, chatted about the news to co-workers around the water cooler, and then came home to watch the evening news.
We have become more media-savvy, and trust online sources and social networking connections more than ever. We choose when, how and in which format we want to receive the news, and we get to choose exactly what news we want to receive. The power is in our hands to decide how and when we want to interact with one another.
From the plane crashing into the Hudson River to Michael Jackson’s death and even the earthquake in Chile, some of the biggest stories are first breaking online through Twitter and TMZ, tipping off broadcast television news stations about the breaking stories.
Statistics from Pew Research Group show newspaper readership has been in a steady decline since the early ’90s, and Internet news has been increasing since the mid ’90s. Across the board, 2000 through 2010 has been a solid decade of growth in interactive marketing and online news.
How did it all happen so fast?
In 1958, After USSR launched Sputnik, the first artificial earth satellite, the U.S. formed the Advanced Research Projects Agency within the Department of Defense, with the goal of establishing U.S. lead in science and technology applicable to the military.
Ten years later, the Defense Advanced Research Projects Agency contracts with BBN (Bolt, Beranek & Newman) to create ARPAnet. By 1970, ARPAnet had five nodes: UCLA, Stanford, UC Santa Barbara, University of Utah, and BBN.
In the 1980s, the DNS, or Domain Name System was established, with network addresses identified by extensions such as .com, .org, and .edu.
By the 90s, the Internet had approximately 45 million people worldwide, with roughly 30 million of those in North America. Between 1995 and 2001, there was a “dot com bust”.
In a Nutshell…
Investors thought this was the new big thing—which in a sense, it was, but premature. Let’s just say “strange business models”, unregulated markets, creative accounting, eager investors, and thirsty shareholders all added fuel to the flame. Eventually it had to burst….
Stay tuned for our next segment, which will focus on online statistics and designing a strategy to hit your target market.