Marketing, modern marketing and digital marketing

Marketing has always been an important determinant for companies. There were certain eras which devided marketing techniques to a timeline. During the production period,which was dominating the global system after industrial revolution, marketing methods were simple. Firms were providing the product which consumer needs, so during that time consumer did not have multiple choices but with the competition involved in the equation and with wider product range, consumer changed his position and became the one who chooses the product. As the consumer became the choosing person, firms needed to convince them to purchase the products of their brand. Marketing techniques changed in regards to convince the customer and with the importance of investments for the companies, marketing costs needed to be optimised. Firms main aim has become to reach their potential customers instead of providing the information to the mass which would decrease their return of investment and higher their costs. With the technological revolution social and digital media became a part of daily life for almost every person. This gave a huge opportunity to the firms to introduce and communicate about their products directly to their potential target group. In this study, we focused on marketing definiton, its evolution, the factors changed and evolved the defition,strategies and tools. Also, this study adresses the technological revolution, the effect of digital media and concept of marketing and marketing communication.