The massive global growth of the Internet and the importance it is gaining over the years means companies cannot risk doing without this new channel. However, the potential of the “big data” of digital marketing has yet to be reaped by many.

Since its inception in the late 1980s, the Internet has grown exponentially as more and more consumers are getting access to the online world. Along with this growth, the average time users spend online is also seeing a rise. Other than the television, Internet remains a major form of entertainment for people. Online growth is expected to grow, both in terms of usage and reach, since the deployment of the telecom infrastructure is still continuing and the diversification of the Internet seems to be limitless.

The deployment of infrastructure by the telecom industry is expected to boost the penetration of the Internet even further. The availability of the broadband means these countries will get better Internet quality as new innovations like upgraded conventional cable and fiber optic technologies are introduced.

In addition, the Internet-capable devices like Smartphones continue to see an expansion and become widely popular and the demand for tablets sees an explosion. What was once a source for information, it has changed into a primary communication tool, a marketplace, a workplace, a game center, and much more.

The Internet’s role in commerce

There are two reasons for the ubiquity of the Internet to become an unavoidable tool for companies. Firstly, companies find it as a tool to interact with customers. The forum available on the Internet lets companies to market and sell products, build brand relationships that result in more selling of products. One direct result of the Internet becoming a communications and selling platform is the sharp rise in digital marketing of companies. What was limited to banner advertisements and search engine enhancements, digital marketing now incorporates rich media display ads, Facebook content, YouTube video clips, targeted e-mails, and other campaigns. This has resulted in greater allotment of digital marketing budgets over the years.

The second reason for the importance of the Internet to companies is the customer feedback. Consumers browse the Internet for long hours and provides plethora of information about themselves and what they would love to have. They leave behind their online interests, the purchases they usually make, the communications content, and so on. These consumer actions on the Internet are as good as what is found in the “real” world, which collectively provide the “big data” and advanced analytics, as they are collected, recorded, and analyzed.