Marketing Makes Monumental Strides over the Years
Oh, the places marketers will go! Have you ever sat and pondered on how far marketing has come? Pro tip: Only think on this while doing some light cardio; otherwise your legs may fall asleep. It’ll take a while to travel the distance marketing has voyaged over the past one-hundred years. The evolution is remarkable, because it’s taken us from the trade era in the 19th century and brought us here: to the social/marketing era. One that provides enriching opportunity to all businesses. It’s the era of the 24-hour news cycle, with real-time client interaction. So, they say, “To know where you’ve been is to know where you’re going.” Here are the eras of marketing that have resulted in a wealth of opportunity we have in today’s marketing world.
The Trade Era: This era spanned the longest time; lasting from the first product creation to the middle of the 19th century. Products were made by hand—due to limited resources—resulting in restricted supply of goods. Whew, glad those days are over!
The Production Era: So, manufacturing of goods needed a transformation. How else was the world of business going to evolve? Welcome to the industrial age! The idea was "Supply creates its own demand." The production era would last from about 1860 to 1920.
The Sales Era: Manufacturing took off, and the demand became scarcer than before. In comes the need to market and sell goods. Access to goods were no longer the determining selling factor, instead it was price. This era lasted from 1920 to 1940.
The Marketing Era: To sell was not a powerful enough task. Instead, companies had to become strategically affluent. Employees were forced to learn their customer and resonate with them. Some things never change, because although historians put a time stamp of “1940-1960” on this era, we are still doing this today. The only difference is, we have more resources to reach our customers.
The Marketing Company Era: This era initiated the thought that all employees take part in marketing efforts. They say it became widely accepted, but it was more so forced on businesses. Want to be successful? You’ve got to market and market well with force. This would begin in the 1960’s and, of course, is still in effect.
The Relationship Marketing Era: This era began as people discovered the thought that building mutually beneficial customer and company relationships as a key to success. CRM, or customer relationship management, became the term of the era. Companies caught on to the idea of collecting customer information and syncing it to the business model. This would begin in the 1990’s.
The Social/Marketing Era: As discussed above, businesses have real-time access to their customers. Digital marketing has increased and is almost a necessity at this time in the business-world. Customers are able to play brand ambassador without the company’s consent which can be a blessing or a curse thanks to sites like Twitter.
So, yes, marketing has evolved substantially over time. Marketers are still trying to navigate in the age of social marketing. If that’s you, you’re not alone. L & D Mail Masters has had a social media content creator onboard for a year, now, and creating the position was out of necessity for us to move into the social marketing era. With that being said, we want you to stay tuned for next week. We will cover the aspects of the modern marketer and the ways technology has transformed the profession.