Let me take you back to a simpler time, the late 90s. It was a time of the ubiquitous screeching of dial-up modems, email inboxes filled with “you’ve got mail,” and websites that looked like they’d been designed by someone with a deep love for neon colours and scrolling text.
This is where my love affair with digital marketing began. Back then, the term “digital marketing” wasn’t even a thing. We just called it “online advertising” or “that internet stuff.”
Fast forward 25 years, and things have changed. Man, have they changed! But before I get too far ahead of myself, let’s rewind and look at how digital marketing has evolved. And yes, I’ll throw in a few war stories from my own experience.
The Early Days: Throwing Spaghetti at the Wall
When I started, digital marketing was a bit like the Wild West. There were no rules, and everything felt experimental. I’d learned to code (Classic ASP no less!) and had hand-built my first couple of websites (WordPress was but a twinkle in someone’s eye at the time!)
And banner ads were the big thing. Remember those gaudy, flashing ads screaming “Click here!”? Back then, they worked… kind of. You’d slap an ad on a website, cross your fingers, and hope someone, anyone, clicked on it.
The analytics were rudimentary. Google Analytics? Forget it. We’d measure success by how many emails we got in response or by counting clicks manually (yes, manually). It was chaotic, but there was also a certain thrill in the unpredictability.
I remember one of my first campaigns: a banner ad for a local retailer. I’d spent hours tweaking the design, even though I had no formal training in graphic design – I’d dabbled with CorelDraw, a bit of DTP and some new-fangled program called Photoshop so I had a go. When it launched, I was so excited.
The results? Two clicks. Two!. I still laugh about it today. Lesson learned: design matters, but so does knowing your audience.
The Rise of Search and the Google Effect
Then came the early 2000s and Google changed the game. Suddenly, it wasn’t enough to have a website; your website had to be findable. SEO was born, though back then it was more “stuff as many keywords as possible onto a page and hope for the best.”
I’ll admit, I’ve done some cringe-worthy SEO in my time. Once, I wrote a page for a client that repeated the phrase “emergency plumber” about 47 times. It worked for a while… until Google wised up. Algorithms started evolving, and keyword stuffing went the way of the dodo. Thank goodness for that.
But with Google’s rise, we also got PPC (pay-per-click) advertising. I remember setting up my first AdWords campaign. The interface was clunky, but the concept was mind-blowing. You only paid when someone clicked? Revolutionary.
Of course, competition was low back then, so clicks were cheap. A few pence per click. These days, you’re lucky to get away with less than a small fortune.
Social Media: The Game-Changer That Wasn’t
By the late 2000s, social media was starting to take off. Facebook, Twitter, and LinkedIn were suddenly more than just places to catch up with friends or post your CV. Businesses began to see the potential, and so did I.
I’ll admit, I was sceptical at first. I’ve never really used social to tell the world about what I’m up to, I always found that (even to this day) a bit ‘needy’ but I can understand why people do it and, of course, I’ve leveraged this phenomenon regularly in my professional life.
Social media marketing, back then, felt… fluffy. But then I ran a small campaign for a client’s Facebook page. We spent less than £100 and gained hundreds of new followers. It was a lightbulb moment. Suddenly, brands could build relationships with customers in a way that felt personal and genuine.
It clicked with me. I realised that social media platforms weren’t just for people, they were for business too and there was an opportunity to promote your business to the people.
Of course, the platforms quickly caught on. Organic reach dwindled, algorithms tightened, and suddenly you needed a budget to get seen. But by then, social media advertising had become an art form in itself.
And let’s not forget the rise of influencer marketing. I’ve worked with influencers ranging from hobbyists to full-blown celebrities.
Pro tip: the hobbyists are often the most effective. They’re authentic, relatable, and… well, cheaper.
The Data Explosion: Knowledge is Power
If there’s one thing that’s defined digital marketing in the past decade, it’s data. Suddenly, we had tools that could track every click, scroll, and purchase. It was both exhilarating and overwhelming.
For me, data was everything. It fitted perfectly with my own skills in programming. I started mashing up data in Excel, writing VBA code to manipulate the data and get insights. I became obsessive about it. I’d pull data and check it several times per day.
There’s a dark side to all this data, though. Analysis paralysis is real. I’ve spent more hours than I’d like to admit staring at dashboards, wondering if I’m missing some hidden insight.
My advice? Focus on the metrics that matter. It’s easy to get bogged down in vanity metrics, like impressions or likes. They look good on a report, but they don’t pay the bills.
Oh, and don’t underestimate the power of a good CRM system. I learned that lesson the hard way after losing track of a promising lead because I relied on a Post-it note. Never again.
Data has also brought personalisation to the forefront. We’re no longer casting a wide net; instead, we’re targeting individuals based on their preferences, behaviours, and even their mood.
The first time I implemented a personalised email campaign, I was blown away by the results. Open rates doubled, click-throughs soared, and conversions? Off the charts. It made me realise that people respond when they feel seen and understood.
Content is (Still) King
Content marketing isn’t new, but it’s evolved massively. In the early days, a blog post here and there was enough. Now? You need videos, infographics, podcasts, and eBooks. And let’s not forget the rise of AI-generated content.
Yes, I’ve used it. In fact, I use it all the time. I love writing about my passion for digital marketing but I get verbal diarrhoea and once I start, its hard for me to stop! AI tools like ChatGPT are a game changer for someone like me, offering focus, better ways to say things and clarity! No, it’s not a silver bullet. It’s a tool, not a replacement for human creativity.
One of my proudest moments was creating a content series for a client that combined storytelling with practical advice. The engagement was through the roof. Why? Because it felt human. People want stories, not just sales pitches.
But content isn’t just about storytelling; it’s also about solving problems. A good piece of content answers a question or eases a pain point. It’s why how-to guides and listicles perform so well. They provide instant value.
And here’s a little tip: always repurpose your content. That blog post can become a video, which can become a series of social media posts. Work smart, not hard.
Automation: The Good, the Bad, and the Ugly
Automation has been a blessing and a curse. On one hand, tools like email autoresponders and chatbots save time. On the other hand, they can make interactions feel… robotic. My rule of thumb? Use automation to enhance, not replace, the personal touch.
I once set up an automated email sequence for a client. It worked brilliantly… until a glitch sent the same email three times in a row to the same people. I spent hours apologising to annoyed subscribers. The lesson? Test everything. Twice.
Automation isn’t just about emails, though. It’s about streamlining entire workflows. From social media scheduling to lead scoring to building marketing funnels across different systems and making them all sing together. Automation can free up your time for strategic thinking. But remember: there’s no substitute for human oversight. A bot can’t read the room or adapt to nuanced situations. Balance is key.
The Mobile Revolution
Let’s not forget the impact of mobile. The shift to smartphones has been monumental. I’ve watched mobile traffic overtake desktop in real-time analytics, and it’s fascinating. But it’s also challenging. Mobile users are impatient. They won’t wait for a slow-loading site or scroll through endless content.
Optimising for mobile isn’t optional; it’s essential. From responsive design to mobile-friendly ad formats, everything needs to cater to the small screen. And don’t forget voice search. With the rise of virtual assistants like Alexa and Siri, conversational queries are becoming more common. If you’re not optimising for voice, you’re missing out.
What’s Next?
Looking ahead, the future of digital marketing is both exciting and uncertain. AI is clearly going to play a bigger role, but so is privacy. With GDPR, 3rd Party Cookie Tracking and similar regulations, marketers need to be more transparent and ethical than ever.
And then there’s the metaverse, WEB3 and AI search results. Will it revolutionise marketing, or will it be another Second Life? Time will tell, but I’m keeping an eye on it. You should too.
Ethical marketing will also take centre stage. Consumers are savvier than ever and demand authenticity. Greenwashing and empty promises won’t cut it. Brands that walk the talk will thrive, while those that don’t will be called out.
Final Thoughts
Digital marketing has come a long way since those early days of banner ads and keyword stuffing. It’s more complex, sure, but it’s also more rewarding. Digital marketing in the modern world is tough! Data still rules (thankfully) but there are hundreds, if not thousands, of ways to market your business on the internet and connect with the right prospects. It’s not linear, its crooked, curved, and very, very twisted.
The key to success? Stay curious, adapt quickly, never stop testing and, above all, never stop learning.
So, what’s your take? Have you been part of this wild ride, or are you just getting started? Drop your thoughts in the comments. I’d love to hear them.
