The best sports any corporate indulge in and desire to win, are none other than the game of marketing. The day people engaged in trading, the concept of marketing evolved, though the same has travelled the long route to reach modern day market orientation. Marketing has always been a crucial part of a business. Organizations have become great brands on the sheer basis of effective marketing strategies. In the era of huge competition, organizations are going great length to advertise and promote their products and earn valuable customer loyalty. It is one of interesting but complicated science of modern day business.
Corporates were forced to invest on marketing to sustain their business and gain over their competitors. The more corporates emerged in trade arena, the tougher it become for their marketing strategies. This on one hand have had given the opportunity to innovate in terms of creativity and on the other hand it reduced the options to experiment with.
Early decade of 90’s witnessed the use of web services spurt among common people, which facilitate them with new forms of computer-mediated social interaction over the internet; such as e-mail and instant messaging. This opened a new door for marketers’ to connect and interact. Middle 90’s internet witnessed the emergence of online communities like Theglobe.com (1995), Geocities (1994) and Tripod.com (1995), many of these early communities focused on bringing people together to interact with each other through chat rooms, and encouraged users to share personal information and ideas via personal webpages by providing easy-to-use publishing tools and free or inexpensive web space. In these sites, user profiles played the central feature, allowing users to compile lists of ‘Friends’ and search for other users with similar interests and get into ‘Networking’.
By the end of the 90s and early 2K, many sites emerged with advanced features for users to find and manage ‘Friends’. The emergence of these networking sites and their services to making it possible to connect people, who share common interests and activities across political, economic, and geographic borders, have opened a new horizon for marketers. Now, it was easy to locate and focus on groups who are classified on interests and needs.
This part of web usages brought a newer orientation of marketing in business arena and opened up an easy way for integrated marketing communications for organizations to connect with their target markets and coordinates with their...