Digital transformation continues to affect all industries, it is important to have a digital marketing strategy in place to be able to keep up with the changing landscape of marketing practices.
Digital transformation or also digital transformation is a process that sees the integration of digital or digital technologies in business sectors. This process began around the 1960s which saw the beginning of the digital or technological revolution when man began to use computers in his research. These years also correspond to the diffusion of the computer, commonly called, PC (Personal Computer). This is one of the greatest advances of recent years with the democratization of the Internet which has conquered the world. Currently, we are in an era where the world would turn out badly without computers and especially without Web technology . Digital transformation is thus closely linked to the history of the Internet.
The Internet is a global computer network accessible by everyone. The term comes from the words International and Network . The Internet works on the basis of data transfer and allows the use of a multitude of applications such as electronic mail, messaging, peer-to-peer or peer-to-peer and the World Wide Web . Thus, the Internet has become the best means of communication, almost instantaneously and on a planetary scale. To this end, the web has revolutionized the world and is considered the major technology of the 21st century. Virtually all computer tools are developed to be compatible with the Internet.
As for B2B marketing , it is fully undergoing this digital transformation in order to follow and adapt to the evolution of today’s highly digital society. We are witnessing a real digital transformation of B2B which forces all players to put in place new strategies in order to be able to follow the evolution of the environment and marketing practices.
The Web, in full evolution for a more digital world.
Currently, we are in the first steps of the 4th generation of the Web or also called Web 4.0 . If it is difficult to define with precision the launch dates of the generations of the Web, one can easily locate them according to the course of the transformations on the behavior of the Net surfers.
The very first generation of the Web or Web 1.0 or traditional Web began around the beginning of the 90s. It was above all a static Web where the pages of the Internet sites were linked together by links. Internet users could only send a request via the browser of their computers by accessing the sites by address or by link. These were mostly navigations to obtain information or send e-mails. The websites were very basic and looked like online catalogs. However, the very first e-commerce sitesemerged at that time. If Internet users could not yet make purchases, the sites were already online portals where sellers presented their products and services. Online advertisements were also present but in a basic form, just for informational purposes.
Web 2.0 or social Web marks an important evolution and begins from the beginning of the 2000s. Internet users can now interact with the servers of websites by sharing or modifying content. This era saw the emergence of community spaces such as blogs, forums etc… but above all the birth of media and social networks. The web is taking a big step forward and becoming more dynamic and reaching more people. We are also talking about the web that connects people and who can now interact, start conversations, share content or evn files online. Participatory applications that exploit the new functionalities of the social Web are beginning to emerge. As a result, e-marketing also follows new trends. Actors can contact each other easily by sharing opinions, comments, etc.
Web 3.0 or Semantic Web , which appeared around 2008, predominates today, although Web 4.0 is already beginning to make itself heard. Also called Internet of Things , this generation is characterized by an increased mobility of the Web which tends to be everywhere with the emergence of smartphones, tablets, the mobile Web network going even in the objects used daily like vehicles, surveillance systems , domestic audio-visual systems, indoor vegetable gardens, etc. In addition to this mobility, Web 3.0 also aims to collect information related to all users to constitute a large database.which takes into account contexts, habits, preferences, locations, etc. This information, also called Big Data , is very valuable for e-commerce players since they can now target their customers more precisely and propose the best solutions adapted to the contexts and preferences of their targets. Internet having become mobile, a purchase can now be made anywhere and anytime. Online sales sites are developing and integrating features aimed at facilitating all interactions between players.
Web 4.0 or Smart Web , still in the development phase, is actually a continuation of Web 3.0. This generation will see even more connected objects and above all permanent geolocation of the user.
The end of traditional marketing, make way for a new era of marketing.
With the emergence of the Web and in particular its mobility and its democratization, the traditional concept of marketing tends to disappear from all practices. Of course, this trend is particularly marked in sectors where the rate of digitization is higher.
The digital transformation affects practically all modern companies and in particular the marketing department, which must now revolutionize its marketing strategies in order to follow and exploit current changes in society and the market.
Marketing targeting and the search for prospects take on a new dimension with the appearance of community spaces where Internet users showing common characteristics are gathered in the same place. Sellers are no longer forced to physically move to get closer to their targets since everything can be done on the internet.