If you're studying marketing, you should know about the Internet Archive
Wayback Machine. It's a tool for understanding how different websites have changed over time--which means, in essence, how companies and NGOs have marketed themselves online on different dates.
Tesco is a good example. Above is a screen capture from the Wayback Machine, showing how Tesco's home page looked in July, 2004. The familiar Tesco logo and strapline are in place at the top of the page. Graphics are minimal, with the emphasis on links to specific product categories and services.
Tesco's marketing evolved and by July, 2007, it was relying more heavily on images to attract attention (see screen capture at right). Notice the "RSS" at the bottom, allowing online visitors to subscribe to a Tesco 'feed'.
By the summer of 2009, Tesco's home page looked like the screen capture at left. The strapline 'Every little helps' is now in the lower right side of the home page.
In the summer of 2013, Tesco's home page looked different than it had in 2009, with social media icons prominently displayed at the top of the screen (see capture below).
Compare these home pages with Tesco's
current home page, to see how Tesco's online marketing has evolved since these pages were captured and stored in the Wayback Machine.
