March 15, 2019 admin

Happy 30th Birthday World Wide Web: How the internet has changed marketing & communications

Words by Sammy Sadler, B2B Account Manager

The World Wide Web is celebrating its 30th birthday this week and what a 30 years it has been. Millennials and Gen Z won’t even remember a time of not being able to find information at the click of a button or chat to a friend anywhere in the world, it’s become almost a daily occurrence. The internet has changed our daily lives in hundreds of ways and one industry it now plays a dominant part in is marketing and communications.

We’ve spoken at great length here on the O blog about how the digital world is transforming the marketing industry as we know it, from the amount of people we can reach to the new creative assets that we can introduce to target audiences.

With that being said, nowadays there is so much more to consider when it comes to having the internet at your disposal, from optimising content so that it is SEO-friendly to creating content for use on different platforms. As marketers, we are becoming smarter in the way we communicate – we have the ability to create content for different individuals that we want to target and we are understanding our customers better.

To celebrate WWW.’s birthday, here are five things that the internet has changed in the marketing and communications industries and how they will continue to play their part in years to come.

Global reach

Perhaps the most important feature that the internet has given us is the ability to reach audiences on a global scale. Businesses no longer have to rely on word of mouth (although this is still a very powerful tool) as they can reach customers in all parts of the world through advertising, social media and news websites to name just a few options. This is only set to get stronger as internet speeds continue to increase and video calling platforms become more accessible on different devices, making conversations even easier between families, friends, colleagues and clients.

Video

Video has been around for many years but the internet has really brought the format to life. For example, YouTube attracts 30 million visitors per day, with over 300 hours of video being uploaded to the platform each minute and we can video call people around the world at the click of a button. In 2019, just by being online we expect to be able to consume video content, whether that is on a news site or a social media platform. And this isn’t set to slow down any time soon – in the next 30 years video will continue to play a huge part in marketing and more content will need to be developed to accommodate that, keeping audiences excited about what they are consuming.

Online influencers

We’ve looked at online influencers a lot on the O blog as they have proven to make a real difference in marketing campaigns across various sectors. Whether that’s the hyperlocal influencer making a splash in their region or a global travel Instagrammer sharing the best locations on the planet, these influencers are the trustworthy spokesperson for our brands. Making the most out of your influencer marketing campaign can be crucial in tackling platforms such as Instagram and now that blogging is becoming a popular career choice for individuals, taking content such as this into consideration in your marketing plans over the coming years will be beneficial.

Better data

Through tools such as Google Analytics, SEMRush and in-platform social media insights, we can now collect and digest data better and more quickly than ever before. We are given the opportunity to understand our customers more and reach them on a personal level rather than operating as one marketing campaign fits all. As more analytical data becomes available online over the next few years, this will only enhance our understanding of audience behaviour and personas.

Local Connection

As well as the global reach that the World Wide Web provides, the internet is also key in connecting at a very local level. Platforms allow brands to talk to customers individually, creating two-way micro-connections which is vital in keeping an audience excited and engaged.

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