Evolution of the Internet and its Impact on Marketing
The internet represents a significant breakthrough in the field of technology and communication. With the internet, sellers, buyers, investors, and advertisers worldwide can communicate inexpensively and effectively. In the past decade, the Internet has become a central tool in marketing for many organizations. The enhanced role of the internet has been facilitated by its Evolution and the discovery of the many functions the internet may be used to perform.
An important evolution has been the introduction of technologies that facilitate interactive engagement. Initially, Web 1.0, which existed for about three decades, was static, formal, and autocratic. However, the changes have allowed businesses to interact with external parties (Bilnikova, 2021). Some retail stores use technology to engage with customers by sending them emails. As a result of the introduction of interactive technology, marketing platforms such as Facebook, LinkedIn, and Twitter were introduced. The interactive web allows businesses to engage customers in real-time and address their concerns.
Besides, the introduction of interactive platforms has facilitated businesses to focus on individuals, communities, and consumers. As more and more people gain access to the internet and become social, they share information with other consumers (Kumawat, 2001). That has led to information sharing between consumers, bolstering purchasing decisions.
Businesses are leveraging communities on the web to improve sales. Before digital marketing came into play, marketing was largely an outbound process in which businesses marketed what they wanted their clients to hear. However, businesses are now tapping into an existing audience on the web to improve sales. To that end, marketers research potential consumers and build marketing messages their customers may want to hear (Bilnikova, 2021). For instance, if someone googles about an item, Google passes the data to Facebook. A Facebook user may see a related advertisement if they log into their social media handles.
In summary, the Evolution of the internet has transformed marketing from being an outbound process to an interactive one. With the introduction of interactive technology, social media websites have emerged, thus allowing constant interaction among businesses and consumers. Besides, social media helps businesses understand consumers’ needs and build marketing messages that align with these needs.
References
Bilnikova, Z. (2021). Internet Marketing and E-commerce – Interaction. SHS Web of Conferences, 120, 02024. https://doi.org/10.1051/shsconf/202112002024
Kumawat, V. (2001, February). (PDF) The Evolution and Growth of Digital Marketing. ResearchGate.https://www.researchgate.net/publication/349623352_The_Evolution_and_growth_of_Digital_Marketing
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Question 
Describe the evolution of the internet and the impact this has had on marketing over the past 5-10 years.
Evolution of the Internet and its Impact on Marketing
Provide specific industry examples to illustrate your ideas.