Historia del mercadeo

Welcome to UAM Tutorial for Virtual Courses

The evolution of marketing techniques and studies throughout history, highlighting key milestones that have shaped the field.

Evolution of Marketing

• Johannes Gutenberg's invention of the printing press in 1450 revolutionized communication by enabling mass production of printed texts.

• In 1704, the first American newspaper, Boston News-Letter, began commercializing advertising space, marking the birth of modern advertising.

• The concept of modern advertising emerged in 1841 with agencies like Volney B. Palmer controlling multiple media outlets and working on journalistic exclusives.

• Singer introduced franchising in 1851 as a business model, which remains prevalent today.

Innovations in Advertising and Market Strategies

Key developments in advertising strategies and market research that have influenced consumer behavior.

Advertising Innovations

• Coca-Cola's introduction of coupons in 1887 marked a successful marketing strategy to promote their new beverage.

• Curtis Publishing's market research in 1911 delved into consumer preferences, shaping advertising tactics to target specific audiences effectively.

Revolutionizing Consumer Engagement

Transformational strategies implemented by companies like General Motors to engage consumers effectively.

Consumer Engagement Strategies

• General Motors' innovative approach under Alfred Sloan diversified product offerings to cater to various price segments successfully.

• Brand managers in the 1920s were encouraged to operate brands as individual entities, fostering entrepreneurial spirit within organizations.

Marketing Concepts Evolution

Introduction of fundamental marketing concepts that laid the groundwork for strategic planning.

Marketing Concepts

• Neil Borden's development of the "Four Ps" - product, price, place (distribution), and promotion - formed the basis for marketing mix strategies.

History and Evolution of Marketing

This section delves into the historical development of marketing concepts, from the introduction of social marketing to the impact of digital innovations on advertising strategies.

Development of Social Marketing

• In 1971, Philip Kotler and Gerald Salman introduced the concept of "social marketing," focusing on influencing voluntary behavior for personal and societal well-being.

• Product design in social marketing emphasizes understanding audience needs to deliver valuable solutions.

Evolution of Advertising Strategies

• Ries and Trout's "positioning" concept revolutionized advertising by emphasizing creating a distinct brand image in consumers' minds.

• The launch of personal computers by IBM and Apple marked a significant shift in marketing opportunities, leading to innovative advertising approaches.

Digital Marketing Trends

This segment explores the emergence of search engine marketing (SEM), search engine optimization (SEO), blogging platforms, and the rise of social media networks in shaping modern digital marketing practices.

Rise of Search Engine Marketing

• Yahoo and Altavista's launch catered to users' internet search needs, paving the way for SEO strategies based on content quality and keyword optimization.

• Introduction of SEM focused on paid advertising through search engines, complementing SEO efforts for enhanced online visibility.

Impact of Blogging Platforms

• Blogger.com's establishment by Evan Williams facilitated online content publication, contributing to a surge in blog creation globally by 2006.

Social Media Marketing Era

This part highlights the rapid growth and influence of major social media platforms like LinkedIn, Myspace, Facebook, and Twitter in driving social media marketing strategies.

Emergence of Social Media Platforms

• Founding dates for LinkedIn, Myspace, Facebook by Mark Zuckerberg, and Twitter underscored the swift adoption rates among users, fueling the rise of social media marketing tactics.

Current Marketing Landscape

The current market scenario is characterized by e-commerce dominance led by companies like Amazon and eBay alongside evolving inbound marketing strategies tailored to engage tech-savvy audiences effectively.

E-commerce Dominance

• Online shopping has become a lucrative revenue stream for tech-savvy companies such as Amazon and Alibaba due to shifting consumer preferences towards digital platforms over traditional TV viewing habits.

Inbound Marketing Strategies