Marketing is the support pillar of an organization. Without this pillar, the structure of an organization cannot withstand the pressure of market competition and would crumble down in no time. After industrial revolution, manufacturing companies went into production frenzy. They started producing a particular product on large scale to cater to the high demand of that product in the market. The quantity was prioritized as it was considered that customers did not shift their loyalties quickly. Also, it was believed that if a product possesses supreme quality, it would automatically become the hot favorite of the consumers.
During the period between 1950 and 1960, manufacturers would do little to have the feedback of consumers about their products. They hardly cared for customer’s desires for improvements/modifications in the product and concentrated on selling and promoting the product, with available means. The goal of bringing changes in the product, in accordance to customer’s taste, was conspicuous by its absence. In other words, the focus was on promoting the sale of existing product and improvisation and innovation was serious missing from the agenda.
The start of 1970’s came as a wave of coherent and modern thinking, which swept across the entire globe. This wave of fresh thinking was termed 'marketing orientation’ and it completely transformed the relationship between producer and consumer. Companies selling products, started to take the services of market research, to understand expectations and needs of the consumers. Once they became aware about the desires of the consumer, they setup R & D departments and developed products to attune with consumers’ expectations. After the product was launched, it was aggressively promoted to let consumers know that a product, matching their expectations and desires, has been launched in the market.
In earlier times, when the competition was not severe, the promotion related tasks were carried out by the manufacturing company itself. Now, things have drastically changed and market competition has reached its peak. To carry out product promotion, companies now hire specialist firms, which are provide Strategic Marketing Services and aid the companies in accomplishing their sales targets and other goals. Riding on the wave of advanced technologies, marketing is increasingly influencing our choices, decisions and spending habits. Before Internet was invented, TV, radio and print media were the tools of advertising and promotion.
When Internet started to spread its wings, it overshadowed all these modes of promotion and emerged as the most convenient and comprehensive tool for marketing purpose. Nowadays, no promotion campaign is completed without Internet marketing. Internet marketing comprises e-mail broadcasting, message broadcasting, link building, website development, online advertising, blog marketing, and search engine marketing (SEM). SEM is further categorized into discrete methods such as, paid placement, contextual advertising, paid inclusion and SEO optimization services. The market promotion companies, to make them one stop shop for big corporate clients, also tender other promotion services such as telemarketing, Proximity marketing (by using Bluetooth, Wi-Fi, GPS enabled cell phones etc.), Public Relation Services, Sales leads and databases of potential customers for the company.
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