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However, despite the benefits of marketing automation many companies are struggling to adopt it to their everyday uses correctly. In this way, users activity (or lack thereof) triggers a personal message that is customized to the user in their preferred platform. Marketing automation helped companies segment customers, launch multichannel marketing campaigns, and provide personalized information for customers., based on their specific activities. Marketing automation is the process by which software is used to automate conventional marketing processes. In 2007, marketing automation was developed as a response to the ever evolving marketing climate. These problems encouraged marketers to find new ways to integrate digital technology into market development. In addition, a survey in 2000 in the United Kingdom found that most retailers had not registered their own domain address.
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In the 2000s, with increasing numbers of Internet users and the birth of iPhone, customers began searching products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the marketing department of a company. This led to the first clickable banner ad being going live in 1994, which was the "You Will" campaign by AT&T and over the first four months of it going live, 44% of all people who saw it clicked on the ad.
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Companies could update the data of customer needs and obtain the priorities of their experience. Marketers were also able to own huge online customer data by eCRM software after the Internet was born. Fierce competition forced vendors to include more service into their software, for example, marketing, sales and service applications.
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With the debut of server/client architecture and the popularity of personal computers, the Customer Relationship Management (CRM) applications became a significant factor in marketing technology. In the 1990s, the term Digital Marketing was first coined.
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However, the manual process was not as efficient. These kinds of databases allowed companies to track customers' information more effectively, thus transforming the relationship between buyer and seller. Companies started choosing online techniques, such as database marketing, rather than limited list broker. In the 1980s, the storage capacity of computers was already big enough to store huge volumes of customer information. However, the more recognizable period as being the start of Digital Marketing is 1990 as this was where the Archie search engine was created as an index for FTP sites.
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One of the first key events happened in 1971, when Ray Tomlinson sent the first email, and his technology set the platform to allow people to send and receive files through different machines. The development of digital marketing is inseparable from technology development.