Evolution of Online Marketing and the Role of Ethics in Marketing

Running head: MARKETING AND ADVERTISING ESSAY
Corporate social responsibility and ethical marketing
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MARKETING AND ADVERTISING ESSAY
Evolution of online marketing
Marketing has undergone several changes since the last decade. These changes were
in accordance to the marketing trends and the changing lifestyle of the customers. The
industrial evolution of the marketing era witnessed the biggest wonders, that is, personal
computers (Thakor and Goneau 2015). In the initial stages, the professionals experienced
uncertainty regarding the future prospects of these computers. This is in terms of lack of basic
knowledge regarding the effective utilization. The experts had to convince the marketers
regarding the widespread effect, which internet can display in terms of the efficient execution
of the business activities.
Advent of internet
The first successful release of mass-market browser, Netscape in 1994 reflects the
success of the World Wide Web project. This success brought noticeable increase in the
number of web users. As a matter of specification, it increased from 16 million to 70 million.
There were simultaneous increase in emails and search engines like Yahoo, Google (Jones,
Comfort and Hillier 2018). This was the period when e-commerce sites like Amazon, Ebay,
Flipkart were launched for revolutionizing the market. Emails also served the purpose of
advertising the latest trends to the customers. The search engines indulged in partnership with
the e-commerce sites for enhancing the trafficking of the audience towards the brands.
Increase in the number of visitors on the websites resulted in the usage of techniques
like keyword search, tags and ranks. The ranking system made the personnel aware of the
customer approaches towards the adopted techniques. As a matter of specification, the
technological tools found their application within the workplace. Typical example of this are
emails, campaining software, on-site survey among others (McCorkle and Payan 2017).

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MARKETING AND ADVERTISING ESSAY
These techniques replaced the techniques of cold calling and email blast techniques, which
were used earlier.
Recent trends
For maintaining the pace with the contemporary brands, the companies and
organizations, now hire inbound agencies for setting the marketing information tools. The
aim behind this is the generation of new directions in online marketing. The designs of the
websites have been innovated for the attracting large number of customers. Herein lays the
appropriateness of the concept of website personalization (Parke et al. 2015). Earlier, Google
analytics were used on the websites for controlling the trafficking of the audience and
reporting to the managers. Hubspot has replaced Google analytics. Visualizational effects and
reports have conglomerated the parameter of sales and marketing. So many websites have
turned up, increasing the responsibilities of the research and analysts in terms of picking out
the relevant one. The search for the best is on the process, as the research and analysts are
seeking the means of search engine optimization.
Social media
The ever-changing needs, demands and requirements of the customers have
compelled the personnel to adopt social media marketing. This medium has enhanced the
communication between the personnel and the customers, which was difficult in the earlier
phases (Holiday 2014). Along with this, social presence of the brands enhanced their
reputation, which was a gradual progress towards the penetration into the foreign markets.
Typical examples in this direction are official websites, Facebook, Twitter, Instagram among
others. The brand personnel started uploading the pictures and information of the products on
the social media. This step proved beneficial in adding to the stock of customers. Apart from
this, social media formed a platform for generating high revenues and increasing the profit

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MARKETING AND ADVERTISING ESSAY
margins. Informing the customers about the lucrative schemes, discounts and offers on the
social media popularized the brands within the market (Andrews and Shimp 2017).
Various apps have been introduced for easing the process of business transactions.
These apps have provided the customers with the opportunity to purchase branded products.
Strong and flexible internet connection is also gifted to the customers to execute online
purchases.
Decade ago, making profits through the means of social media marketing was just a
hope. However, with the advent of the latest and modern software, the marketers have
realized the value of social media marketing in terms of expanding the scope and arena of the
business. As a matter of specification, social media marketing has enabled the brands to reign
over whole world (Bathla 2015). Mention can be made of MySmartMoney app, which has
eased the process of creating the budgets. Along with this, the software also assists the
personnel in averting any arrears in the calculation of the expenditures. Training programs
regarding the effective and judicious utilization of the systems and software have reduced the
mistakes and errors largely.
Role of ethics in marketing
Insight into ethics
Ethics is important in terms of preserving the fundamental rights of the customers.
The concept ethical marketing relates to the practice of generating customer interest through
the provision of quality products and services (Quesenberry 2015). Ethics reflects the extent
to which the personnel can respect the purchasing power of the customers. Consideration into
the social and environmental parameters enhances the corporate social responsibility.
Ethical marketing