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EVOLUTION OF E-MARKETING


EVOLUTION OF E-MARKETING

             The history of e-commerce can be divided into two periods. The E-commerce I era was a period of explosive growth, beginning in 1995 with first widespread use of the Web to advertise products, and lending in 2000 when stock market valuation for dot.com companies began to collapse. E-commerce I period was driven largely by vision of profiting from new technology. The source of financing was venture capital funds. The emphasis was on destroying traditional distribution channels and disinter-mediating existing channels, using new pure online companies who aimed to achieve first mover advantages.

            The E-Commerce II era begun in January 2001, by which time a reassessment of e-commerce companies had occurred. E-commerce II period continues an extremely rapid pace of growth in customers and revenue, it is clear that many of the vision for e-commerce developed during E-Commerce I have not been fulfilled. First-mover advantages appears to have succeeded only for a very small group of sites. The first mover have been long-term losers, with the early-to-market innovators usually being displaced by established “fast follower” firms with the financial, marketing, legal, and production asset needed to develop mature markets.

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