According their products. During the past and

According
to the American Marketing Association (AMA) marketing is considered as the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large (AMA,
2013). Marketing can be considered to be as old as civilization, the
understanding and relevance of marketing came of much importance during the
time of industrial revolution in the 18th and 19th
centuries. This act of persuading and informing consumers on goods and services
that are being sold has been on the rise continuously as the years have gone
by.

Studies show that during the 18th and
19th centuries especially in Europe, there was mass production of
goods and services. The increase in the transportation mediums during that
period, and the increase in mass media meant that producers had to devise means
and ways of informing and distributing their products. During the past and
recent times within the 20th century the business ecosphere and
environment has become very intense as it relates to competition, making
marketing skills and techniques very necessary for business survival and
longevity.

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During
the 19th and 20th century some concepts were developed
such as more insight and understanding of channels of distribution. Additionally businesses were much focused on
convincing and persuading individual that they need a particular product. Much
further in the 20th century during the 1960’s the business sector
became much more intense and competitive to the point were in order
to attract consumers or customers and keep them loyal, individual companies had
to create a department or allocate resources to the single purpose of marketing
their product (Hollander et al., 2017).

From
multiple sources it is shown that marketing started to change amid the 1990s.
An item or service was made and immediately a brand name and brand image was
produced for that good or services. Organizations started to acknowledge they could concentrate on offering
great quality for goods and services and fabricate or create a superior brand
for themselves. This brought about organizations encountering a positive change
in their profit margins, yet in addition it extended their awareness. Additionally it likewise expanded the
attention to the brand they had made. A few organizations which had a good
brand name and image could enhance their total
sales that is earned over a specified time period by
more than 49 percent History Cooperative. (2017).
Therefore during the mid-20th century the study of marketing became
of much importance as market sizes increased. Due to the rise in market sizes
demand for skilled personnel who had knowledge of marketing techniques
increased, this lead further to an initiation of marketing courses being
offered by universities (Keith R.J, 1960). Later on with the evolution of the
web, websites commenced being an essential implement for commercialization.

 During the late 1990s, most companies which
had websites with most their content filled with a lot of text started to
flourish, but  they were later on
used to utilized and to provide information about a company’s products or
accommodations. The first company to have an online marketing campaign was
Bristol-Myers Squibb to promote their Excedrin product. The campaign was a
success, and Bristol-Myers Squibb was able to integrate tens of thousands of
names to their customer list. Today, hundreds of billions of dollars are spent
each year on the marketing business (History Cooperative, 2017). During this
same time marketing became of much importance through blogging. According to
the History Cooperative (2017) statistics show that “During the late 1990s, blogs became an important part of
marketing. In 1999, there were approximately 23 active blogs. It is estimated
that there are currently over 150 million active blogs.”

In the beginning of the 20th century
during the period of the Second World War sale of goods of services were
minimal compared to previous years. Therefore during this period focus of
producers shifted to gaining much sales instead, this meaning they were much
more focused on making sales instead of taking into consideration the product
itself as compared to previous years.

In this modern era companies are focused on
understand many all aspects of customers, including their perceptions,
expectations and experiences. Additionally many business are interested in
building relationships with customers (Holden,
2017). For a great part of the industrial revolution
products were for the most part rare and producers could offer essentially all
that they could deliver, insofar as individuals could stand to get them. Their
emphasis was in the development, production and dispersion or selling of goods
and services at the least conceivable cost and this is what is therefore known
in modern terms as production orientation.

Advertisers are always investigating the future,
endeavoring to foresee the following enormous pattern, be it for their brands
or their customers. Mobile phones will turn into the focal point of
advertising. From phones to cell phones, tablets to wearable devices, the
advancement of cell phones is one of the prime components affecting the
marketing scene. As the concentration is moving to littler screens, brands will
have the capacity to strike up a more customized association with their clients
by utilizing the energy of smartphones. According to Newman, D. (2017)
“Transparency will dictate brand-customer relationships. Currently,
customers are seeking more engagement from brands.

This trend will continue with customers becoming
more demanding in their expectation of transparency. Genuine brands – the ones
that “walk the talk” and create real value – will be rewarded. This means
brands that still haven’t made their customer dealings transparent are headed
to a future of doom. Further predictions suggest that organization will use more
social channels to market their product as shown that the social media
engagement by customer has shown to increase over the years. Additionally
Philip Kotler suggest that his concept of societal marketing suggest that
marketers have much greater responsibility than just producing a good or
services to satisfy consumer’s needs and wants, but to actually provide them
with some special value. Lastly a few
more predictions according to Writer, J. (2017) suggest that the use of virtual reality
devices would be much more prominent in the marketing industry. He suggests
that a lot of companies would take advantage and make use of this technology,
as it is already being used in other industries of sports and entertainment. He
also adds on that native marketing will have a major role on marketing
strategies, suggesting that consumers will see a narrower divide between native
marketing and content marketing.

With the above content marketing has shown over
the years to be focused on what organizations should produce but during recent
times, marketing brings an understanding of market demand and is focused not
just only on informing consumers about a product but finding out their interest
to satisfy it. Additionally even though there is more of a marketing
orientation approach in recent times, some organizations are still focused on
product and sales orientation.