Evolution of e-Commerce Marketing
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Discuss the evolution of E-commerce marketing.
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The evolution of e-commerce marketing began in 1991 when the World Wide Web or the internet was created. The launch of the Internet was an important step in the commencement of E-commerce marketing which means increasing sales by creating and escalating awareness about online store's brand and product offerings. When we discuss e-commerce marketing it means application of marketing concept to a multichannel online environment. From a different perspective the first e-commerce marketing effort was done in 1994 by Pizza Hut. The launch of Netscape Navigator made it easy for Pizza Hut to enable online ordering on its website. The objective of e-commerce marketing has been to drive traffic or customers to the company website and improving user experience so that sales are made. The use of e-commerce marketing was meant to tap online shopping though the internet. In this context the evolution of e-commerce marketing had important milestones in 1995 when eBay was founded and Amazon made its first sale. From the perspective of e-commerce marketing it is believed that this was the point of inception. From the perspective of the customer, e-commerce marketing enabled him to access a wider variety of goods and buy them at more competitive prices than what the physical stores could offer(1). For example, customers turned to Amazon.com because at that time they felt that they could buy books at very reasonable prices. The e-commerce marketer also strived to provide its customers with goods at lowest possible prices.
From the point of view of evolution of e-commerce marketing 1996 was a milestone. More than 40 million people now had access to the internet and during the same year online sales increased more than $1 billion during the year. One of the initial problems faced by e-commerce was that online customers showed little commitment. Customers were known to filly up their virtual shopping cart but most online shoppers did not convert these to sales. Businesses felt that there was need to use marketing strategies to improve conversion of ...
Education
- BSc , University of Calcutta
- MBA, Eastern Institute for Integrated Learning in Management
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