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Key features of different digital platforms

Key features of different digital platforms.
© Coventry University. CC BY-NC 4.0

Digital marketing is an exciting domain that poses both opportunities and challenges. However, with the proliferation of platforms ever-increasing, where do we begin?

Here are some key milestones of digital innovations summarised by Chaffey (2019).

Table outlining year, website and disruptions to business innovation. 1994 - Amazon -Online retail. 1995 - eBay - Online auction, C2C transaction. 1998 - Go - First pay-per-click searching marketing emerged. 1998 - Google - Search engine. 1999 - Blogger - Publication of rich content. 1999 - Alibaba - B2B e-commerce. 2003 - LinkedIn - Online professional social networking. 2004 - Facebook. 2005 - Youtube - Video sharing. 2009 - Airbnb. 2016 - TikTok.

Watch the video Most Popular Websites 1996 to 2019 to see how visitor numbers have changed across various platforms over the years.

Your task

Looking at the table above, what type of disruption to business innovation can be applied to Facebook, Airbnb and TikTok?

Abbreviations explained

B2B: Business-to-business. This is a form of commercial transaction between two companies, typically including the sale of materials for the production process, manufacturing and operational items or of goods for re-selling.

B2C: Business-to-customer. This is a direct transaction between business and customers, as the end-users of the products or services (without an intermediary). This typically refers to the sale of products by online retailers to customers over the internet.

C2C: Customer-to-customer. This is a form of transaction between two customers, typically across third-party online platforms, such as eBay or Amazon. It is a new type of business model that has emerged with the evolution of e-commerce technology.


Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Locate link (available to fee-paying students)

Data Is Beautiful. (2019, October 14). Most popular websites 1996 – 2019. [Video]. YouTube. Web link

© Coventry University. CC BY-NC 4.0
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