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The Digital Marketing Revolution: 22 years in 16 charts
- 6. PercentofWebReferrals 25% 50% 75% 100% 2001 2002 2003 2004 Google Share of Referrals Yahoo Share of Referrals Shareofwebreferrals,GoogleversusYahoo WebWideStory It was 1996. Searching on the web was clunky and inefficient because it was largely done using directories or engines that scanned pages for keyword hits. By 2003, a startup operating in a garage in Menlo Park, CA would disrupt the entire search engine market with an algorithm that ranked pages based on the quality of backlinks. That startup was Google.
- 7. Marketingtechnologycompaniesfoundedeachyear Percolate, Inc. Google’s democratization of web information and discovery coincided with the rise of a new class of tech companies focused on online advertising. Companies 10 20 30 40 50 60 70 80 90 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 Social Platforms and Online Communities Advertising and Media Infrastructure
- 8. Marketingtechnologyfundingovertime Percolate, Inc. And venture capital followed—for a time. VentureCapital(USD) $30M $60M $90M $120M $150M 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 Social Platforms and Online Communities Advertising and Media Infrastructure Total funding
- 9. Thedotcombubble-NASDAQcompositeindex NASDAQ GIDS The infamous dotcom bubble stifled venture capital and the overall growth of the industry. But Google’s approach to ranking based on backlinks also meant that popular experiences had an easier time generating momentum—and in just a few years, digital marketing would see another resurgence. Stockclosingprice $1,000 $2,000 $3,000 $4,000 $5,000 $6,000 $7,000 1/4/1993 11/15/1993 9/29/1994 8/14/1995 6/26/1996 5/9/1997 3/25/1998 2/8/1999 12/21/1999 11/2/2000 9/25/2001 8/9/2002 6/25/2003 Stock closing price (USD)
- 10. TheRiseofSocial
- 11. Facebookmonthlyactiveusers Facebook, Inc In 2004, Facebook launched out of a dorm room in Harvard, just a year after MySpace and LinkedIn got started. In the span of 4 years, Facebook went from 1 million users to a hundred times that—and things kept going. MonthlyActiveUsers 400M 800M 1,200M 1,600M 2,000M 12/1/2004 12/1/2006 10/1/2007 1/1/2009 4/1/2009 9/1/2009 2/1/2010 9/1/2010 2/1/2011 9/1/2011 4/1/2012 10/1/2012 3/1/2013 1/1/2014 7/1/2014 6/1/2015 Monthly Active Users (in millions)
- 12. PercentofonlineU.S.adultsonsocialmedia Pew Research Center Social was more than just popular; it quickly became a central means of participation on the web. By 2009, about half of US adults online were on some social network. OnlineAdultsonSocialMedia 25% 50% 75% 100% 2/1/2005 8/1/2006 5/1/2008 4/1/2009 5/1/2010 8/1/2011 12/1/2012 5/1/2013 9/1/2013 1/1/2014 Percent of Online US Adults on Social Media
- 13. Marketingtechnologycompaniesfoundedeachyear Percolate, Inc Companies which focused on marketing software and infrastructure were founded rapidly after Facebook’s start. Social networks, which prioritized acquiring users over monetization, found themselves quickly supporting ads. A second marketing revolution had begun. Companies 25 50 75 100 125 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Advertising and Media Infrastructure
- 15. GlobalAppleiPhonesales Statista, Apple On June 29, 2007, the first iPhone finally greeted long lines of customers camped outside of Apple and AT&T stores. Sales would surpass a million that fiscal year; by 2012, sales would surpass 100 million. AppleiPhoneSales(Millions) 40M 80M 120M 160M 200M 2007 2008 2009 2010 2011 2012 2013 2014 iPhone sales
- 16. PercentofU.S.adultsowningasmartphoneovertime Pew Research Center It was the start of broad-based smartphone adoption. By 2011, over a third of U.S. adults had a smartphone. OnlineAdultsonSocialMedia 25% 50% 75% 100% 2/1/2005 8/1/2006 5/1/2008 4/1/2009 5/1/2010 8/1/2011 12/1/2012 5/1/2013 9/1/2013 1/1/2014 Percent of Online US Adults on Social Media
- 17. TimeU.S.adultsspendwithdevicesaday Mary Meeker’s 2015 Internet Trends Report Connected mobile phones meant that users were spending more time than ever on the web—watching videos, sending messages, and on social media. Hours 2 4 6 8 10 12 2010 2011 2012 2013 2014 2015 TV Other Connected Devices Desktop/Laptop Mobile
- 18. Monthlyactiveusersfortop4socialnetworksand messagingapps BI Intelligence Illustrating this shift, mobile messaging apps have become even more popular than the largest traditional social networks. MonthlyActiveUsers 440 880 1,320 1,760 2,200 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 4Q14 1Q15 Monthly Active Users on Big 4 Messaging Apps (WhatsApp, Facebook Messenger, WeChat, Viber) Monthly Active Users on Big 4 Social Networks (Facebook, Twitter, LinkedIn, Instagram)
- 19. Mobiletrafficbyapplicationcategory Cisco Mobile’s constant connectivity and sundry applications has contributed to enormous amounts of data and web traffic. This surge in available information opened the door to new types of digital marketing companies. TerrabytesPerMonth 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 2014 2015 2016 2017 2018 2019 Web/Data/VoIP Video Audio Streaming File Sharing
- 21. Marketingtechnologyfundingovertime Percolate, Inc Quietly, VCs have been investing more and more in the companies building better mobile advertising experiences on top of social networks, or harnessing the large amounts of data these networks generate. VentureCapitral(Billions) 1,000,000,000 2,000,000,000 3,000,000,000 4,000,000,000 5,000,000,000 6,000,000,000 7,000,000,000 8,000,000,000 9,000,000,000 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Social Platforms and Online Communities Advertising and Media Infrastructure
- 22. Marketingtechnologyinfrastructurefundingovertime Percolate, Inc Historic amounts of venture capital is going into marketing technology that acts as basic data infrastructure. VentureCapitral(Billions) 1,000,000,000 2,000,000,000 3,000,000,000 4,000,000,000 5,000,000,000 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Cloud and Big Data Infrastructure for Marketing Marketing Technology Infrastructure
- 23. Numberofconnecteddevicesinuse Percolate, Inc The Internet of Things, where every day objects and machines are connected wirelessly to the web, will magnify and take advantage of those large amounts of data. DevicesinUse(Billions) 5 10 15 20 25 30 35 2013 2014 2015E 2016E 2017E 2018E 2019E Personal Computers Smartphones Tablets Connected/Smart Tvs Wearables Connected Cars Internet of Things
- 24. GlobaleconomicbenefitoftheInternetofThings McKinsey Global Institute Wearable devices, as well as connected cars, appliances, packaging labels, and other wireless objects will become increasingly common, changing the way people connect to each other, brands, government, and their healthcare services, while generating trillions in revenue. Trillions 3 6 9 12 15 2015 2020 2025 Low estimate High estimate
- 29. Percolate is the system of record for marketing. Our technology helps the world's largest and fastest-growing brands at every step of the marketing process. Want to learn more? Contact learn@percolate.com for more information or request a demo today at percolate.com/request-demo