Navigating Four Decades of Industry: A Journey through Evolving Marketing and Commerce Models (1979–2025).
Across a career that spans from 1979
to the modern day of 2025, my professional voyage has traversed diverse
landscapes: from heavy industries such as Precision Investment Castings,
Foundry Minerals, Corrugated Boxes, and Aluminum Pressure Die-Castings to
specialized fields like Special Purpose Machines, Battery Components,
Industrial Heating Elements, and Mechanical Transmission Products, extending further
into Travel, Tourism, Writing and Publishing landscape and allied service
sectors. Each industry, and each era, demanded a distinct approach to marketing
and commerce—shaped by technology, consumer behavior, and the broader economic
climate.
Digital Commerce Business Models did
exist earlier too. But it was during the Covid 19 Pandemic and after that
period that there was an exponential rise in these Digital Commerce Business
Models hereto would be referred to as DCBM’s.
This article is my maiden article on
this topic and draws upon historical and current analyses of marketing and
digital commerce models, as well as milestone events in the evolution of
e-commerce and industry trends. I give full credit to innumerable resources
from which I read and collated the details and contents for this article. My
core intention was to share my views and connection with the way in which
Marketing, Commerce, and later on Digital Commerce including all models of
E-Commerce were used and how they may have affected the Industry in reshaping
the landscape of commerce as a whole. The key points which this whole article briefly
deals with are connected with:
· How did marketing models change in
each industry from 1979 to 2025?
· What role did digital commerce play in
transforming the foundry and chemical industries?
· How did traditional marketing
methods evolve into e-commerce across industries over time?
· What specific digital strategies
matched each industry's technological capabilities in their respective periods?
· How will my experience with these
industry shifts influence future marketing approaches(personal application),
which I may take up as a separate article later.
I will make every further effort to
elaborate on each of these Models, and present to you my thoughts and views on
how each of these models have made a mark in changing the landscape of Digital
Commerce Business Models.
1979–Early 1990s:
Traditional & Industrial Sales Models.
· Industry Context: Manufacturing
sectors—castings, foundry chemicals, corrugated boxes—relied on relationship-driven,
business-to-business (B2B) marketing.
·
Core Model: Sales
were powered by personal networks, trade fairs, printed catalogs, and field
sales teams. Transactions occurred via phone, written POs, and in-person
meetings. Trust, technical expertise, and after-sales support were critical.
·
Commerce: Digital
commerce was non-existent; most deals moved at a measured, predictable pace.
1990s: The First Glimmers of
Digital and New Media.
·
Transformation: As
basic IT infrastructure entered Indian and global industry, some early adopters
began digitizing documentation and communications. Marketing started to use
desktop publishing for better catalogs; fax machines became the norm for swift
quotes.
·
Industry Example: Aluminum
Die-Castings and Incoloy Heating Elements industries, often serving exporters,
began to explore basic computerization to support traceability and quality
assurance in their offers.
1995–2005: Internet, Early
Email & Static Online Presence.
·
Emergence: The
advent of the Internet saw industrial firms creating their first basic
websites—online business cards listing products and contact details.
· Marketing Models: Email
replaced faxes in many contexts. Some companies in transmission products and
SPMs started digital newsletters and online PDF brochures.
· E-Commerce: Online
marketplaces (e.g., IndiaMart, Alibaba—launched 1996/1999) emerged for B2B
procurement. Still, for specialized industries, buyers and sellers remained
heavily reliant on personal connections and technical presentations.
· Tourism Shift: In
travel and tourism, OTAs (Online Travel Agencies) like Expedia and MakeMyTrip
(founded late-1990s, early 2000s) revolutionized how travel products were
marketed and sold to consumers and corporates alike.
2005–2015:
Advanced Digitalization and Interactive Marketing.
· Key Trends: Increased
Internet bandwidth enabled product demo videos and more interactive websites.
The perceived need to “be found online” led to rudimentary search engine
optimization (SEO).
· Industrial Impact: Sectors
like Lead Acid Battery Parts and Multiguaging Equipment saw buyers searching
and comparing products globally, not just locally. Online catalogs,
downloadable CAD drawings, and RFQ forms became standard.
· Tourism’s Digital Leap: Travel
and tourism aggressively adopted dynamic pricing, package customization, online
chat, and customer review systems—leveraging the emotion and time-sensitivity
of this industry.
2015–2025:
Hyper-Connected Commerce, Data-Driven Marketing & AI
· E-Commerce Explosion: Ubiquitous
e-commerce platforms and global logistics made it possible even for mid-sized
B2B manufacturers to sell internationally via online marketplaces—especially
during/after the COVID-19 pandemic.
·
Industrial Marketing: Adoption
of digital lead generation, web analytics, LinkedIn outreach, targeted content
marketing, and AI-driven customer engagement became the norm. Custom
quotations, application videos, chatbots, and RFIs moved online.
· Tourism & Retail: Personalized
offers, influencer partnerships, AI recommendations, and seamless mobile commerce
dominate marketing approaches. Customer journeys are mapped and optimized in
real-time, increasing conversion and retention rates.
· Tech Integration: AI
and machine learning personalize customer experiences, predict purchasing
intent, and automate campaign deployment for both industrial and service
sectors.
· Sustainability and Convenience: Consumers—and industry buyers—value transparency,
sustainability credentials, and integrated digital experiences (from product
discovery to after-sales service).
Specifically
if you consider the Non- Industrial Ventures, a particular trend was observed.
Non-Industrial
Ventures:
Travel and Tourism Industry (2010s–2025): With the rise of
the internet, this sector became a pioneer of digital commerce. Marketing
leveraged social media platforms, online booking portals, SEO, influencer
partnerships, and dynamic advertising. E-commerce enabled real-time global
outreach and personalized customer engagement.
Writing and Publishing (2010s–2025): The digital revolution
transformed publishing, with blogs, online magazines, and self-publishing
platforms. Marketing includes content marketing (blogs, podcasts), social
media, email newsletters, and e-commerce channels (Amazon, e-book stores).
Building a personal brand and community engagement became essential strategies.
Content marketing, influencer partnerships,
experience-driven campaigns, and data analytics underpin strategy in travel,
tourism, and publishing.
It was very clear that over these decades, the journey from
traditional marketing to sophisticated digital commerce models illustrates not
only the transformation of industries but also the enduring need for
innovation, personal connection, and strategic adaptation in promoting and
generating sales.
Core
Takeaway: Adaptation Defines Success.
Each era and industry required an adaptive mindset:
- Traditional industrial sectors
prized relationships and technical credibility during the pre-digital era.
- The slow digitization of the 1990s
and 2000s favored those who embraced new channels while respecting legacy
norms.
- The digital revolution democratized
information access, making data-driven, scalable, and interactive marketing
essential for competitive growth.
- The travel and tourism sector led
the way in B2C digital transformation, rapidly adopting direct online sales,
multi-platform campaigns, and experience-based marketing.
Moving from personal visits and
printed catalogs to today’s data-driven, AI-enabled omnichannel marketing, the
key lesson is clear: success belongs to those who continuously adopt,
adapt, and innovate their marketing—and their mindset—to meet the needs and behaviors of their buyers in every era.
This article is my maiden article on this topic and draws upon historical and
current analyses of marketing and digital commerce models, as well as milestone
events in the evolution of e-commerce and industry trends. I give full credit
to innumerable resources from which I read and collated the details and
contents for this article. My core intention was to share my views and
connection with the way in which Marketing, Commerce, and later on Digital
Commerce including all models of E-Commerce were used and how they may have
affected the Industry in reshaping the landscape of commerce as a whole. The key
points which this whole article deals with are connected with:
How did marketing models change in
each industry from 1979 to 2025.
· What role did digital commerce play
in transforming the foundry and chemical industries.
· How did traditional marketing
methods evolve into e-commerce across industries over time.
· What specific digital strategies
matched each industry's technological capabilities in their respective periods
(causal).
· How will my experience with these
industry shifts influence future marketing approaches (personal application),
which I may take up as a separate articles coming up soon. Till then do take a personal review of your times, and how the landscape of Digital
Commerce Business Models changed over your period of time how do you thing they will change the landscape further.
