E-Marketing; The knife that killed the salesman

Before the internet, all marketing was done with the on-the-field sales person. Television provided a basic marketing campaign made to target a general audience, but for further information on the product, a sales person was sent over to the person's house to provide the person with more information on the product, give them some insight into the competitor, and essentially close the sale. If the sales person didn't visit the person, there was usually a location the customer would drive to in order to meet with a sales associate, where a similar process would occur. This was the only way sales could be conducted before the internet was around, it was the easiest way to obtain information on products, and its the way business was conducted for many years.


As technology progressed, and the internet continued to grow, the business of sales and marketing continued to expand online. People no longer relied on sales people for their information on products. If, for example, someone who wanted to begin a workout regiment wanted to learn about the best workouts for them based on their age, weight and genetics, there are numerous websites that not only offer customized workout plans for the person, but also show videos on how to perform these workouts safely, as well as a recommended diet plan. (An excellent example is bodybuilding.com) The continued growth of the internet has also helped to create the social media boom. Not only can you get info on products, but people can post their honest opinions on products on websites like twitter, facebook, or myspace.

We can find out everything we need to know about products, we can purchase them online, and at no point is a sales person nessesary. The traditional salesperson has been killed, and thanks to e-marketing, its most likely he won't be coming back. Sales people have adopted to be more like consultants or experts, and now focus on informing and providing recommendations rather than closing.

For me personally, I use it as a means to gather as much information on products and services as possible, and I always compare different products using different sites, looking first to see if I can afford it, then all the features and benefits of all the alternatives. I personally would rather go to the location to buy the product, than to order it online, especially if it's something I would enjoy using (i.e: anything but textbooks) so that I can be immersed in the stores environment and enjoy the purchasing experience.

Not all industries falling victim to e-commerce

So as we progress through time, more and more companies, even industries, are dying out due to the changing environment. People want to be able to purchase things without the stress out walking through a crowded mall with kiosks all over full of salespeople trying to push you into buying something you don't need. CD's are useless, driving to video stores is a hassle, retail stores are a headache, and books are books, whether its in paper or on a screen. Consumers are aware of these things, thats why e-commerce has had an exponential growth in the last ten years.

However, not all industries will be dying out in the years to come. There are still many scenarios where online purchasing won't take the place of physical interactions. Entertainment may have lost its battles, but the fact remains that after a full day in front of the computer, people want to go out. Restaurants have remained unchanged from the growth of the internet. Theres nothing like going out with friends to a local restaurant, eating a fresh hamburger, with a chocolate milk shake on the side, and a heaping serving of fries to go with it all. Or just as much fun, going out to a bar to meet with some friends, enjoying a beer (plus a few more), watching the fight on the television screens, and all the while were talking about our craziest moments of the week. Sure I can order a case of beer online, and watch the same fight on my computer, but that just wouldn't be as much fun.

Another business that continues to grow is consultation. Today, all information can be found online, however, we rarely have the time or attention span to go through this information. Thats why many companies continue to use the services of a professional consultant. Consultants can offer the the advice the company needs, giving the owners the personalized attention they desire. A consultant may offer the business owner advice on where to look for additional support or information online, saving him time and effort, and in the business world, time is money.

Post any comments you have, and let me know what you think.