When digital marketing first came about, all that mattered was having a web presence. In those earlier days of the internet, marketing was primarily done through outbound means, and the idea of optimization or content marketing hadn’t been developed yet.
As technology developed and became more accessible to consumers and businesses alike, digital marketing changed too. Strategy and methodology adapted to the new methods for spreading brand messages.
Evolution of Methodologies
Since the internet empowered consumers to search out products and services themselves, outbound marketing lost its effectivity. With each new technological development changing the manner in which mom database prospects search for solutions, the strategy used by marketers needs to adapt to the new technology as well.
SEO
When search engines started to gain traction, SEO became almost synonymous with Digital Marketing. Marketers utilized keyword stuffing and forced as much content into a page as possible to appeal to search engines and rank higher.
Over time, search engines caught onto that and improved their algorithms so that high-quality content would rank better than merely “optimized” content. This led to SEO strategies to become intertwined with content marketing strategies.
Lead Generation
Lead generation focuses on bringing the right people into your website through optimization and paid advertising. Prior to digital marketing, all leads had to be purchased through outbound means. With the advent of business websites and SEO, leads could be brought in more organically.
Once leads were brought in, companies started adding conversion points to guide them to valuable pieces of information. At this point, those conversion points were primarily BOFU offers like demos.
However, many of the leads brought in from lead generation weren’t ready to purchase immediately which led to the inbound methodology.
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