从理论上讲，自 1997 年第一代互联网技术开始，数字营销的发展序幕就拉开了，但数字营销的专业化程度明显提升并为企业广泛应用应该是从2000年开始的。从2000年到2021年这20多年间，数字营销大致经历了四个阶段。数字化转型网

数字营销在中国的发展历程-数字化转型网

第一阶段，营销形式数字化（2000—2010年）

这个阶段从互联网应用普及开始，主要是营销"形式"的数字化。

在这个阶段，数字化营销还没有形成清晰的脉络和固定的方法，突出表现为：企业网站建设发展迅速，专业化程度越来越高；网络广告形式不断创新，互联网应用不断发展；搜索引擎营销发展，形成了基于自然检索的搜索引擎推广方式和付费搜索引擎广告等模式；网络论坛、博客、RSS、聊天工具、网络游戏等网络介质不断涌现和发展。

数字营销在中国的发展历程-数字化转型网

只有少数大型知名消费品品牌如宝洁、联合利华等品类才会去尝新，比如建立企业网站或品牌体验网站，做SEO、论坛等。数字化转型网

第二阶段，以流量增长为核心的数字营销成为主流（2011—2017年）

在早期，流量增长来得轻而易举，只要品牌方愿意付出一定的成本，一般都能带来很好的投资回报，当时衡量数字营销活动有效性的主要指标之一就是流量的增长。

同时，这个阶段的营销方式变化非常快，从传统网络广告的引流到社交媒体的出现，从微博到微信再到抖音、快手短视频，数字化的媒体风向每1～2年就变一次。

在这个阶段，品牌方最缺的就是流量。有流量，就有商业潜力，就能产生高市值，然后就可以拿到比较高的投资。所以以争夺用户为主要目的的营销活动到最后就反映到争夺流量上来。品牌之间展开激烈的竞争，通过补贴用户，短时间内将利润以补贴的方式回馈用户，获取用户的关注，增强用户对品牌的黏性。数字化转型网

2017 年是支付宝和微信进行补贴大战的元年，这场战役其实就是阿里巴巴和腾讯为了争夺手机支付用户，让用户养成移动支付习惯的大战。为了形成用户群迅速扩大的规模优势，同样的补贴大战也发生在滴滴和 Uber 之间。谁抢到了用户，形成了流量优势，谁在某个领域就有发言权。

第三阶段，建立全域数字化生态（2018—2019年）

近几年，以流量争夺为主要目的的现象已经少了很多。各大品牌方逐渐意识到流量的争夺终究是个红海，争抢流量就如价格战一样，终究是不可持续的，也成不了企业获得长远发展的核心竞争力。数字化转型网

今天的企业主和品牌方，已经开始构建属于品牌自己的数字化生态。

"全域"这个词代表着今天数字化渠道的多样化，媒体渠道和信息的碎片化，也意味着品牌和消费者进行沟通的介质和方式的广泛化。这也得益于社交媒体在中国百花齐放和在近几年的蓬勃发展。从最早的 BBS、论坛、门户网站到今天的微博、微信、视频网站、短视频平台，以及还有垂直类的知识分享和内容创造平台，所有这些互联网平台都在抢占用户的时间和注意力。

所以在这个阶段，企业要注重构建全渠道的数字化营销方式，用所有可能和消费者接触的渠道和用户进行双向的沟通和交流，要有自己的官方网站、公众号、意见领袖，还要有第三方交易平台和电商，线上整合线下，形成端对端的营销闭环。数字化转型网

第四阶段，加速以数字化生态为核心的企业营销模式转型（2020 年以后）

疫情之后，企业纷纷开始推动数字化转型。今天，几乎所有CEO的主要目标都是：我要转型，我要升级，我要数字化。数字化转型一定是从顶层设计到落地实施的一整套商业流程改造，涵盖员工数字化、经营数字化，以及营销模式的数字化和客户体验的数字化。

在云计算、大数据、人工智能发展的大趋势下，数字营销成为企业数字化转型升级中最核心、市场受众最广、发展潜力和发展空间最大的一个板块。现在的数字营销就是一切始于用户，一切为了用户，采取以用户为中心的策略加速商业模式创新，提升用户体验，以实现新的增长。数字化转型网

更多营销数字化相关资讯、干货、案例、观点可关注产业媒体数字化转型网~

翻译：

In theory, since the first generation of Internet technology began in 1997, the development of digital marketing began, but the degree of specialization of digital marketing has been significantly improved and widely used for enterprises should be from 2000. In the more than 20 years from 2000 to 2021, digital marketing has roughly experienced four stages.

Phase I, Digital Marketing Form (2000-2010)数字化转型网

This phase begins with the popularization of Internet applications, mainly the digitization of marketing "forms".

At this stage, digital marketing has not yet formed a clear vein and fixed methods, the outstanding performance is: the rapid development of enterprise website construction, the degree of specialization is getting higher and higher; The form of online advertising is constantly innovative, and the Internet application is constantly developing; The development of search engine marketing has formed search engine promotion mode based on natural search and paid search engine advertising mode. Internet forums, blogs, RSS, chat tools, online games and other network media continue to emerge and develop.数字化转型网

Only a few large well-known consumer goods brands such as Procter & Gamble, Unilever and other categories will try something new, such as establishing corporate websites or brand experience websites, doing SEO, forums and so on.

Phase II: Digital marketing with traffic growth at its core goes mainstream (2011-2017)

In the early days, traffic growth was easy, as long as brands were willing to pay a certain cost, it generally brought a good return on investment, and one of the main indicators of the effectiveness of digital marketing campaigns was traffic growth.

At the same time, the way of marketing at this stage changes very fast. From the diversion of traditional online advertising to the emergence of social media, from Weibo to wechat to Douyin and Kuaishou short videos, the direction of digital media changes once every 1-2 years.数字化转型网

At this stage, what brands lack most is traffic. There is traffic, there is business potential, it can produce a high market value, and then you can get a relatively high investment. Therefore, marketing activities with the main purpose of competing for users are reflected in the end to compete for traffic. The fierce competition between brands, through subsidizing users, in a short period of time to return profits to users in the form of subsidies, to obtain users' attention, enhance users' loyalty to the brand.

2017 is the first year of the subsidy war between Alipay and wechat, which is actually a war between Alibaba and Tencent in order to compete for mobile payment users and let users develop mobile payment habits. In order to form the scale advantage of the rapid expansion of the user base, the same subsidy war also occurred between Didi and Uber. Whoever grabs the user and forms the traffic advantage has the right to speak in a certain field.

Phase III: Building a global digital Ecosystem (2018-2019)

In recent years, the phenomenon of traffic competition as the main purpose has been much less. The major brands gradually realized that the competition for traffic is a red sea after all, and the competition for traffic is like the price war, after all, it is not sustainable, and it can not become the core competitiveness of enterprises to obtain long-term development.

Today's business owners and brands have begun to build their own digital ecology.

The word "omnium" represents the diversity of today's digital channels, the fragmentation of media channels and information, and the proliferation of media and ways in which brands and consumers communicate. This is also due to the flourishing of social media in China in recent years. From the earliest BBS, forums and portals to today's Weibo, wechat, video websites, short video platforms, as well as vertical knowledge sharing and content creation platforms, all these Internet platforms are competing for users' time and attention.

Therefore, at this stage, enterprises should pay attention to the construction of omni-channel digital marketing methods, use all possible channels to contact consumers and users for two-way communication and exchange, have their own official websites, public accounts, opinion leaders, but also third-party trading platforms and e-commerce, online integration of offline, forming an end-to-end marketing closed loop.数字化转型网

Phase 4: Accelerate the transformation of enterprise marketing model with digital ecology as the core (after 2020)

In the wake of the pandemic, companies are pushing for digital transformation. Today, the main goal of almost every CEO is: I want to transform, I want to upgrade, I want to digitize. Digital transformation must be a complete set of business process transformation from top-level design to implementation, covering the digitalization of employees, the digitalization of operations, the digitalization of marketing models and the digitalization of customer experience.数字化转型网

Under the general trend of cloud computing, big data and artificial intelligence development, digital marketing has become the core of enterprise digital transformation and upgrading, with the broadest market audience, development potential and development space. Today's digital marketing is everything starts with the user, everything is for the user, take a user-centered strategy to accelerate business model innovation, improve the user experience, in order to achieve new growth.数字化转型网

More marketing digitalization related information, dry goods, cases, views can be paid attention to industrial media digital transformation network ~