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Marketing. Its history and Evolution until the current time. Application of marketing online

What is marketing?

Marketing is an English term that translated into Spanish means marketing or marketing. It is the set of strategies or actions that strengthen the supplier and consumer relationships. The better a company’s marketing strategy for its business, the better the results it will acquire in terms of its objectives.

Currently there is no product or service that does not have a marketing strategy or action around it. Is that the simple act of promoting a concert with posters on a recognized street, is a form of marketing. The promotion is a form of marketing. In these current times, where there is so much competition between the media, marketing plays a fundamental role.

Marketing is essential for the prosperity of commercial relations, advertising, among others that man performs.

Emergence of Marketing

From the time when man began to make exchanges between objects and then to exchange them for coins, marketing already exists. Over the years it was perfected when merchants and merchants made their products known in the port or at any fair. The power of the word was gaining strength. The sellers knew that they had to improve their vocabulary and skill when it came to selling their products.

Going back a bit to history, then the emergence and evolution of marketing in an official and recognized way is briefly shown. (Goncal vez , 2017)

1992 For the first time the term “marketing” is pronounced. In a course taught by a US professor surnamed Jones. [1]
1914 The first scientific research on marketing is presented. [2]

Appearance of different means of communication and information dissemination

1922 The first radio advertisement was produced
1926 Television was invented
1929 The focus of marketing changed when the great crisis of the United States broke out.

After the Second World War in

1940 , mathematical models, statistics and algorithms are used to solve complex problems and improve decision making.
1941 First television advertising
1945 The first article that considers marketing as a science “The development of marketing science” is published in the Journal of Marketing Paul D. Converse
1946 More than half of American households have a telephone.
1949 Neil Borden launches the marketing mix.

Multidisciplinary Marketing

1954 Peter Drucker publishes “The practice of administration” citing marketing as a tool.
1960 AMA launches its first definition of marketing: “it is the realization of business activities that direct the flow of goods and services from the producer to the consumer or user”. In the same year Jerome Mc Carthy publishes “Basic Marketing” introducing the famous marketing mix of the 4 p.
1967 Kotler publishes “Marketing Administration”.
1968 Telemarketing emerges as a common tactic of brands to get in touch with the consumer.

Social Marketing

1971 The Journal of Marketing promotes a special edition called “Marketing’s Changing Social / Environmental Role,” in which Kotler and Zaltman coined the term social marketing.
1973 The first call is made using a mobile phone.
1981 The first personal computer is launched.
1985 The AMA formulates a new definition: “Marketing is the process of planning and executing the conception, price, communication and distribution of ideas, products, and services, to create exchanges that satisfy the individuals and the objectives of the organization” .

Emerges E marketing

1994 The first case of commercial spam through e-commerce occurs.
1995 Yahoo! and Alta vista launch their search engines.
1998 Google born
2000 was Inbound Marketing and with it our beloved Content Marketing.
2003 Mark Zuckerberg creates the first version of Facebook. The first anti-spam law in the United States is also signed.
2004 The AMA formulates its third definition “Marketing is a function of the organization and a set of processes aimed at creating, communicating and distributing value to customers and direct customer relations in a way that benefits the organization and its public of interest “
2006 Twitter is launched
2015 Facebook publishes a study in which it says that the internet has a number of users of 3.2 billion people.
2019 Today, marketing has taken all social networks as one of the main ways to promote a broad and consistent market.

Who is marketing aimed at?

This depends on the theme of your business or venture. Depending on the product or service you provide, it will be the audience that you will have. For example, if your business is that of a gym that provides aerobic services, perhaps your target audience could be women between 30 and 50 years old. This does not schematize, of course men and women of other ages can go, but your public strong or most of those who go to your gym will meet this condition. You must look for the general elements that characterize your target audience. Towards them you will direct your contents focused on their tastes and needs.

Emergence of E-Marketing

E-marketing is not just the same marketing concept that we already know, but through the internet. It is a term that has emerged to stay. Currently with the development of technologies and the internet this concept only means growth. A business that does not handle advertising or contact with customers online, can be said to be failing. Currently each marketing strategy has its place on the internet.

On the internet there are millions of users who have accounts created in social networks, blogs, emails. The information disseminated through all these communication channels is the most easy to reach the customer. If you want to promote your business, you can not pretend to be outside the world of the internet, unless you do not want to increase your sales or gain more public.

Types of Marketing that exist (Martínez , nd)

Reputational Marketing :

marketing represents the incorporation of marketing tools into the C SR (Corporate Social Responsibility) strategies of the Organizations with the aim of building and increasing the reputation of all stakeholders.

Environmental marketing (Green marketing or ecological marketing):

Environmental marketing refers to the response by companies to the concern of society or part of it for the environment.

Attraction Marketing:

Attraction Marketing is a marketing technique designed to show a potential customer what your product or service does and how it can benefit you, before he buys it.

Corporate Marketing (Internal Marketing):

Corporate marketing or internal marketing establishes a marketing plan inside the company, with the aim of building loyalty to all employees of the entity and improving the productivity of their relationships.

Marketing of destinations:

Destination marketing refers to the effort made by localities to enhance their image, it differs from tourism marketing in that the effort is made by restaurants, bars, hotels, local service companies to attract demand .

 Marketing Direct:

marketing is an interactive system between the company and the client through one or more means of communication to elicit a measurable response from the client towards your message.


direct marketing method that uses electronic mail or ordinary mail as a means of commercial communication to send messages to a hearing.


direct marketing technique that uses the phone to get your commercial message to your target audience.

Geo marketing:

Marketing discipline that provides information for making business decisions based on the location of the target audience.

Guerrilla Marketing (Below the line):

Type of marketing focused on attracting the attention of the viewer through the originality, ingenuity and creativity of the actions, usually on the street or in the establishments themselves but always by unconventional means.

Sectorial Marketing:

The different ways of marketing based on the economic sector of the company. (Banking, Financial, Hospital, Agricultural, Political, Industrial, among others.)

International Marketing:

Marketing aimed at the internationalization of a company, not only to the mere export of goods and / or services but to transform the company into an entity supranational.

Ways to do internet marketing.

Social Media Marketing:

The marketing that takes place through social networks is called Social Media Marketing.  Currently being the average social person of any company is a great responsibility for the maintenance and development of a certain business. The advertising of the products and services provided by the company is done through digital media. Technology joins marketing to bring you a new and more promising trend in today’s world.

Social networks such as Facebook, Instagram and Twitter, to name just a few, contain a large number of users worldwide. Within that large group of people will surely be your customers or most of them. Being social media involves developing attractive and interesting content that is available on these social networks and others. In this way you ensure that your customers know the news of your business and if they share your content you can win new customers. Applying a good social media strategy your business can grow exponentially.

Inbound Marketing Inbound (inbound cycle, sf)

marketing is a methodology that combines non-intrusive marketing and advertising techniques in order to contact a user at the beginning of their purchase process and accompany them to the final transaction.

The main purpose of this methodology is to contact people who are at the beginning of the process of purchasing a specific product. From here, they are accompanied, through the appropriate content for each of the phases of the purchase process and its profile, until the final transaction, always in a “friendly” manner. And, later, they are loyalty.

Email Marketing (Wikipedia, sf)

It is known as email advertising, email marketing, email marketing, commercial email or commercial email. This concept consists of sending a commercial message directly using e-mail as a channel. In its broadest sense, every email that is sent to a client or potential client can be considered as email marketing. It usually involves using an email to send announcements, business requests, solicit sales or donations. It is mainly oriented to create loyalty, trust, or brand awareness.

Email advertising can be made to purchased lists or a current customer database. In general terms, the term marketing by email is normally used to refer to sending email messages with the purpose of improving the relationship of a company with its current or previous clients,  generate customer and business loyalty, acquiring new clients or convincing customers. to acquire something immediately, and adding the ads to email messages sent by other companies to their customers.

Emails are usually customized to create a connection with the customer. He must be able to understand that the company knows his needs and wants to help him. It is a great technique of loyalty and obtaining good customers. However, it must be handled with responsibility and care in order to maintain the acquired public.

Importance of a good marketing application

As we have seen , far this is the only way in which businesses prosper or decline. A good marketing strategy is essential to satisfy your business if you have something interesting to offer. The digital era is here to stay,  now you know that you must focus your customer loyalty plan to apply marketing oriented to this area.

Marketing through the years has been perfected along with the human being. There is no ideal way to sell the product. It’s not just selling. The client and his provider must establish a comfortable relationship based on mutual interests , that the relationship is maintained. The different strategies of current digital marketing have as a principle to attract new customers and maintain them. The competition every day is greater, do not wait any longer. There are many media and formats in which you can create interesting content , that your clients follow you wherever you go.

In future articles we will talk about how to manage your Facebook page for your business. On which content marketing is based and many other topics. If you have any questions or concerns, leave us your comment in the section below and we will assist you.


[1] The marketing course was offered by Jones in 1902 and was titled “The Distributive and Regulatory Industries of the United States” (actually magazine, 2016)

[2] By Professor Lewis Weld. The research was titled “Market Distribution”. It was presented at the American Economic Association.




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