What is the best innovation in online marketing till now?
Continually new tools and techniques come our way for better online marketing but which innovation has stood out for your business. Share the tool, technique, or idea that helped your business grow to new heights in the online world.
I believe one of the biggest innovations that occurred in digital marketing was the auction model. I believe it originally came out of Idealabs and a paid results-only search engine called Goto.com. Today, pretty much all digital advertising is based on auction bidding and variable prices.
A second innovation that created the Google empire was the quality score. It rates the quality of an ad and discounts its cost of impression based on it. Better advertising becomes cheaper. It is at the core of the Google Ads paid search algorithm.
A third major innovation was the social media algorithm. Proximity*Time decay*Engagement. The more engaging a piece of content is on a social network, the wider it will be distributed. All social networks use that principle in a higher or lesser degree still.
All the while we are waiting for a fourth major innovation of fake news and spam detection in all online platforms. Crossing fingers.