The Evolution of E-Marketing Tools - Research Paper Example

? E-marketing is an example of a product promotion through the use of an electronic media. These media includes the internet, radio and television. With the evolution and development of a telegraph, a new era in marketing began. The telegraph made it possible for marketers to send information over a long distance (Belch and Belch, 2012). E- Marketing is very flexible, and this is because it allows companies to create a target marketing campaign that can reach a wide audience. E-marketing is also cost effective, because a company can reach its target audience at a very lower cost as compared to other types of advertising. E-Marketers can also use other media such as phones for purposes of advertising their products. There is also the installation of electronic billboards installed on public places and bus stations. E-Kiosks have also emerged, and are used in large malls for purposes of advertising the products of a company. It is also possible for markers to create video brochures, and insert them in feature films, just for purposes of targeting their intended customers (Belch and Belch, 2012). The internet is the most dominant form of e-marketing. Companies use the social media like face book, and twitter to advertise their products. These social media advertisements have the capability of reaching a wide audience of people. It is also a very fast way of sending a message to a wide audience of people. Companies also use their websites, and Google search engine technologies to advertise their products. Google has a pay per click advertisement policy where advertisers pay for their products, once an individual clicks on a link that take them to their advertising pages (Juon and Greiling, 2012) . The major challenge in using the internet as a tool of marketing is the inability of the company under consideration to drive traffic to their websites, and create content awareness. When a company has a website, there must be people who visit such websites. However, the internet has millions of web users, and website contents. On this basis, an advertiser has to find ways of attracting traffic to their websites. There is also the ineffective use of the social media while conducting a marketing campaign. The social media is a very effective method of conducting a marketing campaign; however, most marketers are unable to use it to their advantage. This is because they are unable to understand the various needs of their target customers. The pioneer of early marketing system is Johannes Gutenberg, with his invention of the printing press that had a replaceable wooden or metal letters (Jones, 2012). This machine had a capability of typing and printing letters in a very effective manner. For example, he managed to use this machine and his printing press to create the Gutenberg Bible in 1455. As a result of this innovation, the use of printing machines spread rapidly in Europe. The Gutenberg press led to the revolution in the manner in which information was passed to the masses. This is because it was now possible to print a mass of brochures and flyers. The Gutenberg Bible is the first written material produced by the use of this technology. This printing press technology remained the standard until the 20th century, when the evolution of computers emerged (Jones, 2012). Another technology that shaped early marketing is the development and evolution of the telegraph. The telegraph involves a long distance transmission of a message, without the physical presence of the person disseminating the information. The telegraph was invented by Samuel Morse in 1837. Through a series of experiments, Samuel Morse concluded that the telegraph was able to record and transmits messages over a long distance. The telegraph was able to transmit mass messages, and hence it made it possible for markers to use it in marketing their products. In 1922, a new concept of advertisement began, and was referred to as radio-advertising (Jones, 2012). This was a concept whereby companies bought air time at the radio stations for purposes of advertising their products. It is important to denote that the evolution of the radio is not credited by one person, but it occurred over a period of time, and very many people contributed to its evolution by their ideas. In 1941, there was the first recorded use of television advertisements. The television was developed by Philo Farnsworth, and it was for commercial purposes. He was working under the banner of Farnsworth radio and Television Corporation. Through this technology, Farnsworth advocated for the commercialization of television programs, and hence the evolution of TV marketing (Jones, 2012). The internet as a dominant form of marketing evolved over a period of time, and it is possible because of the invention of computers. Computers were first developed in 1940s. It is in the 1970s, that people began to use computers for commercial purposes, and this included internet marketing, or electronic funds transfer (Juon and Greiling, 2012). Internet marketing gained prominence in the early 2000s, with the evolution of the social media, and internet marketing search engine networks such as Google, with their high notch technology referred to as ad sense. Google is a company formed in the late 1990s, and it revolutionized the manner in which companies can advertise through the internet (Juon and Greiling, 2012). This is by developing a search engine network where people can use key words, to look for the various products they need. The social media on the other hand allows an interaction process between companies and their customers, and thus it is a very effective mode of advertisement. In conclusion, technology is ever changing, so will the advertisement methods of companies all over the world. One change that I envision is the use of the development of technology that can enable the users of a television product to have an access to the internet. This is because the internet is becoming an increasing tool of advertisements. It is also possible for an individual to view their favorite TV programs through the internet, thanks to online streaming technology. For manufacturers to keep up with the competition, they will have to develop a television product that can penetrate the internet. References: Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: an integrated marketing communications perspective (9e. ed.). New York: McGraw-Hill/Irwin. Jones, D. G. (2012). Pioneers in marketing: a collection of biographical essays. New York: Routledge. Juon, C., & Greiling, D. (2012). Internet marketing: start-to-finish. Indianapolis, Ind.: Que. Read More