Evolution Of Marketing Techniques

Evolution of Marketing Techniques

[Name of the Writer]

[Name of the Institution]

Evolution of Marketing Techniques

Introduction

Many organizations have fundamentally evolved their marketing techniques for the past three decades. The two major tools that were used to market products in the late nineties were recognized as mobile phones and computers. These tools for advertising products and services have evolved immensely in these three decades. However, the real concept of marketing started during the industrial revolution. The real evolution of marketing strategies began in the marketing company era when organizations started realizing the real importance of building a brand to increase their market shares (Jackson, & Ahuja, 2016). The relationship marketing era and the social, mobile marketing era include the three decades on which the discussion of this essay is going to get based on. Since the production era, marketing has become important for businesses to stay competitively ahead of other organizations. Thus, this discussion would elaborate and define the evolution through which Amazon company sustained its success.

Discussion

Identification

Amazon has significantly developed all of its marketing platforms by engaging with the revolutionized tools that were present 30 years back. Back in the nineties, Amazon used to market its products and services through telephones and televisions. However, that changed when personal computers got invented. These enabled Amazon to market its product on the internet instead of telephones and television, which were methods. The concept of digital marketing got invented after Amazon became the largest e-commerce industry in America. They realized that digital marketing is the key towards a successful future over the next decades. Although, other competitive industries thought that the existing tools would work fine for marketing even in the future. Amazon predicted the technological change and the new innovative marketing methods that would come along with this change. Thus, the three major technological developments which followed in the previous decades were the smartphones, internet, and the big data (Erevelles, Fukawa, & Swayne, 2016).

The heap at which people started to adopt the internet in their everyday life became an astonishing fact. While people became so focused on spending their lives on the internet and engaging with people, Amazon and other similar e-commerce companies took this chance to their advantage by making the internet the hub of digital marketing. After companies such as Yahoo and Google search engines got established on the internet, marketing on the internet became a gold mine for Amazon. It allowed users to enjoy products and services from the comfort of their own home. Amazon started to establish some aggressive marketing techniques through which it could easily interact with its consumers. Different media agencies came after the early 20th century which helped recognize these industries through different social platforms. This digitally stored information was rapidly growing in these past 30 years, this became a source for marketing for Amazon.

After the internet got established, the marketing tactics shifted towards inbound marketing through collaboration, information sharing, and consumer-centered design approach. Amazon used social media sites such as Facebook, LinkedIn, and Twitter to market its products and services. It enabled Amazon to track consumer trends and behaviors, and for the company, the role of marketing has only yet begun. After Amazon set records of high revenues and growth, other firms also specialized in harnessing this technology. It helped Amazon strengthen its customer relations along with targeting their needs and wants. Afterward, smartphones became a huge trend in the tech industry (Moser, & Gassmann, 2016). Since the past 20 years, smartphone technology has so significantly changed, that is has changed human minds and preferences as well. Smartphones have made people available and accessible through all times. People would rather want products and services for readily available through the smartphone rather than another medium.

Which is why Amazon took this opportunity and turned these technological devices to mass marketing mediums for people to experience. Firstly, smartphones only had limited functions through which e-commerce firms were able to market their products to consumers. But eventually with time, came the internet, the social applications, the mass media platforms, which took a considerable part in marketing huge firms products, such as Amazon’s. This lead to transparency, personalization, and agile marketing. There has been colossal attention towards transparency and how it has played a key role in marketing. Thirty years back, it was hard to market a product because people were unsure about what they might buy. However, changes in technology have made it so much easier for people to search for what they want to buy in seconds instead of waiting for an answer. Moreover, thirty years back, there was more seller to buyer engagement through obsolete media.

But now, the buyer reaches out to the seller instead, and through more observable, trustable, and affordable marketing platforms known as social apps and online sites (Katsikeas et al. 2016). Personalization also plays a huge role in marketing, and it has significantly changed in these 30 years. Before Millenials were more popular with interacting through average marketing tools, but the Gen Zers are the new generation who put a lot of emphasis towards the new marketing tools. Amazon achieved their attention by using user-generated content. It empowers customers to buy products and services offered by Amazon. It also creates a bond between customer and brand which did not exist earlier back in the nineties. It grabs a broader audience through marketing on social media websites or apps. Amazon has always been efficient with achieving its marketing goals throughout these past 30 years. There has only been a persistent growth in their market share and revenue, and even more so after the newly developed marketing strategies.

Amazon’s marketing team has been consistently agile with adopting new trends and innovations. Since agile marketing measures the efficiency of an organization through its marketing goals, it has been important for Amazon to provide a lot of theoretical results and strategies to their stakeholders to adopt agile marketing more efficiently. It never existed thirty years back and had developed over time. This enabled Amazon to produce more products with a faster approach so that they could capitalize an opportunity and drive their business forward towards further success. Social media has given considerable importance and attention to agile marketing (Lamberton, & Stephen, 2016). It has provided a voice and a tone to the business which can be heard more clearly through the consumer transparency. Social media has no doubt played a critical role in being responsive and effective across all mediums, marketing in particular.

Conclusion

The aforementioned marketing techniques of Amazon has evolved significantly over the past 30 years and allowed it to become the most famous, growth-generating, revenue-maximizing e-commerce firm. This type of marketing adapted by Amazon over the years allowed them to provide immediate products to consumers while strengthening a user-brand relationship alongside. The overall summary of the marketing tactics used by Amazon offers a go-to-success tab for other similar firms to follow. Amazon has taken various environmental and social factors into consideration while shaping and creating innovations for consumers. An approach like this has provided them with the most brand loyalty, growth, and profits over the years (Payne, Frow, & Eggert, 2017). It is now known as one of the most wealthy companies to be operating in America and dealing with consumer products that are of quality.

References

Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big Data consumer analytics and the transformation of marketing. Journal of Business Research, 69(2), 897-904.

Jackson, G., & Ahuja, V. (2016). Dawn of the digital age and the evolution of the marketing mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), 170-186.

Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing performance outcomes in marketing. Journal of Marketing, 80(2), 1-20.

Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172.

Moser, D. J., & Gassmann, O. (2016). Innovating Platform Business Models: Insights from Major Tech-Companies. In ISPIM Conference Proceedings (p. 1). The International Society for Professional Innovation Management (ISPIM).

Payne, A., Frow, P., & Eggert, A. (2017). The customer value proposition: evolution, development, and application in marketing. Journal of the Academy of Marketing Science, 45(4), 467-489.