Online marketing has turned out to be a major milestone in marketing industry since it has significantly transformed over the past decades. The evolution of online marketing was fuelled by the growth of technology, especially the Internet. The early 1990s marked the beginning of Internet marketing, especially after the creation of the “World Wide Web”, which was the novel web browser (Geho and Jennifer Dangelo 61). Moreover, in 1993, a simple to install and use graphical web browser was released (Shiri 202). In the early 1990s, key search engines were launched, such as Archie and WebCrawler, with the ability to index headers and titles of web pages and headers (Charlesworth 25). Following this discovery, the application of the Internet started to grow. The National Science Foundation allowed utilization of its Internet for the purpose of business in 1991 and this facilitated the acquisition of popularity (Chaston 19).
First Industries to Advertise Online
In 1993, the web-ad banner was the leading clickable online advert to be introduced, which was the key landmark in the history of online marketing. Subsequently, different companies started to purchase adverts in the web-ad banner. Some f organizations that purchased ads on the website for advertising included AT&T (Geho and Jennifer Dangelo 65). Moreover, in 1994, the leading commercial online magazine known as Hotwired, deliberated on strategies to compensate their authors. Eventually, the concept emerged where the company decided to sell advertisement spaces in its websites (Charlesworth 25). In so doing, the phrase “banner advertising” was invented. The idea was to develop unique segments on the website for the posters to be exhibited on. However, the concept was not completely new though. Notably, AT&T became the earliest organization to purchase online ads on Hotwired website. Moreover, Hotwired intended to use banner ad as a way to enhance its new campaign “You Will” (Chaston 17).
When an individual clicked at the ad, one was directed to a computer-generated trip over seven of the best museums in the world (Charlesworth 30). The reasoning behind the idea was to sway the users on the way AT&T would assist them to tour across space and time via the Internet. The ads costs were about $30,000 every three months and it generated 44 per cent in terms of click rate (Geho and Dangelo 69).
Nevertheless, prior to Hotwired ads, a company known as Prodigy existed (Tiago and Veríssimo 705). The initial online service provided a surplus update on issues such as email communication, weather, news and choices to purchase groceries and merchandises in a single platform. Furthermore, it included an advert at the bottom part of every page (Geho and Dangelo 50). Before launching the monthly subscription approach, e-shopping and advertising were the only mechanisms for Prodigy to produce revenues for the organization.
One of the main problems that Prodigy faced was that it interfered with customer’s experience. For instance, users were more eager to interact with other members via their email services (Charlesworth 31). Consequently, an ad blocker was created and looked as a small icon positioned on the lower part of the screen to wedge out the adverts (Chaston 21).
In 1994, Yahoo was introduced and a year later it was changed from an online directory to a financial business (Tiago and Veríssimo 707). In this respect, it invented the original keyword found advertisement. Saturn and AT&T bought banner advertisements on Pathfinder for $30 thousand (Geho and Jennifer Dangelo 70). Reports at the time indicated that companies were spending $37 million on the websites. Around the same period Infoseek and Netscape altered their pricing strategy on advertisement to Cost per Thousand (CPM) impressions. The authorities formulated th