Marketing has a significant history. Ever since we had something to sell, we’ve been marketing. Think of Babylon and the evolution of marketing and sales ever since. The marketing landscape has changed significantly.
Today we are living in a cluttered and fast-paced world. It’s easier than ever before to create products and get your message out but it’s harder than ever before to stand out and be heard. The world is loud and crowded, and everybody has a microphone.
The benefits: EVERYBODY has a microphone — meaning you can share your valuable message, products and services with little to no effort.
The downside: EVERYBODY has a microphone — every “idiot” has a microphone, or a keyboard and thus can cause a lot of harm.
Marketing professor Phillip Kotler speaks about 3 major marketing eras that I’d like to share with you.
The Evolution of Marketing: 3 Marketing Eras
1. Product Marketing: It all started with product and product-driven organizations.
2. Services Marketing: Than came the realization that it’s not enough to sell something, you have to back it up with good service.
3. Experiential or Experience Marketing: It’s not enough to have great services (eg. serve good coffee) but you also have to provide a unique experience. What is the CONTEXT and the atmosphere that you bring to your customers? Do they feel good? Do they trust you? Emotions are a crucial part in the relationship you’re trying to form with the customer. It’s not enough to focus on visual and auditive effects, it’s time to work with elements of the 5 senses.
The marketing game has changed. The principles haven’t changed, but the tools we are using today have evolved dramatically. Just think of the impact the internet had on marketing and consumer behavior.
After German goldsmith Johann Gutenberg invented the printing press (back in 1448), only a small segment of the population had access to cutting edge technologies. Today, technological advancements are adopted at the speed of light and consumers are more powerful than ever before. Technology has changed the way we market, communicate and consume.
A lot has changed since Gutenberg’s first printing press. Back in the days printing was a luxury. Today, if you have a laptop, tablet or smartphone you can create something magical and keep the wheels of marketing turning.
What do you think?
Where does the future of marketing lie? If this was your infographic, how would you design the future evolution of marketing?