Let’s face it, no business, irrespective of the niche or size, can survive without effective marketing.
Businesses earn revenue and profits through marketing, which also helps build the relationship of long-lasting trust and understanding with potential customers.
Companies employ different marketing tactics for two primary reasons. Firstly, they wish to attract new customers and retain the old ones. Second, they want to promote their products/services and generate sales.
Undoubtedly, human civilization has experienced a series of an exciting evolution. And the world of marketing is no different.
Simply put, nothing remains constant. Things change with time. Usually, change happens out of necessity.
Have you ever thought about how people discovered new products or services before the internet? With the advent of the internet and the latest technologies, it is hard to imagine how businesses sell their products or services. Yet, the truth is that ancient people did a lot of commercial activities even before the development and advancement of technology.
While marketing campaigns have evolved over the years, it is relevant to note that there is so much data on the internet in the present era. Due to infinite data today, the demand for an analytics career is high.
So, are you a people person and have an eye for detail? In that case, stepping your foot on the marketing analytics career path might be just what you need.
Thus, consider pursuing a marketing analytics career by enrolling in marketing analytics certificate programs and gaining the skills and knowledge to optimize business strategy. The online certification program helps students become proficient in analytics tools and technologies to gain insight into customers’ behavior and develop effective marketing campaigns.
However, if you wish to become a good marketing professional, learning how marketing campaigns evolved over the years might come in handy. Thus, in the article below, we will have a quick look into the seven stages of marketing evolution:
- Trade era
Interestingly, marketing started much earlier than you might think. If you wish to learn about the evolution of marketing, you need to start by considering the era between 1400 to 1700. The era is also known as the trade era. You might be amazed to know what type of marketing people did in the 1400s.
During this era, there was no industrial revolution. Instead, people usually made goods with their hands and produced them in small batches. Initially, people would make goods for their households but sell or exchange these goods with other people and earn a profit.
- Production era
The era between the 1800s to 1920s is the production orientation era. Companies employed pieces of machinery instead of human labor to mass-produce goods during this era. Companies believed customers wanted and would pay for readily available and inexpensive products. In addition, since machines were being utilized instead of human hands to produce goods, production costs were low.
The primary focus was on quantity instead of quality in the production era. During this period, the main goal of businesses was to increase production and distribution efficiency. As a result, companies set low prices for their goods and outperform their competitors to market their products. It is to note that the era was also the industrial revolution era.
- Product era
The attitude changed considerably during this period. Customers had more inclination towards the product rather than the production. Therefore companies needed to focus more on quality instead of quantity. In this phase, customers favored products with innovative features. In addition, they preferred products having good quality and available at comparatively low prices.
During the product era, businesses believed they didn’t need to promote or advertise their products or services. Instead, the concept behind this philosophy was that a good product/service would sell itself.
- Sales era
The birth of a salesperson or sales pitch came into existence during this era. The sales era was between the 1920s to 1940s. In this period, competition started to become aggressive in the business world. Increased competition meant customers had a wide range of options to choose from. Thus, companies realized that producing an exceptional product/service wasn’t enough. Instead, advertising is a must to lure customers into buying.
Since advertising became common in this period, advertising channels such as radio, television, and print media became popular. Moreover, businesses hired sales professionals who would knock on the doors of the potential customers’ houses and sell the products.
- Marketing era
The period from the 1940s and onwards was the marketing era. Businesses at this time realized that focusing on business objectives would leave the customers unhappy and satisfied.
So during this era, the center of attention for most companies was to satisfy customers instead of pointlessly pushing customers into buying their products. That was the only way to stay ahead of the competitors. Thus, the marketing strategy included gaining insight into customers’ needs and wants. Then, businesses would optimize their campaigns according to the customers’ needs.
- Relationship era
You might have heard the most common phrase: Customer is King! Well, that famous saying comes to life during this era. The early 1900s and early 2000s, were excellent for companies to build long-lasting relationships with their customers.
During this period, customization and recommendations became important in the marketing strategy. In addition, the evolution of the internet, email, social media, and search engine marketing began in this era.
- Digital marketing era
From the 2010s to the present times, the world has seen a significant change in marketing dynamics. In this modern era of marketing, the customers are in charge. Therefore, customers will decide how they wish to see the marketing content.
Thanks to social media, email subscriptions, and blog posts, customers today only follow the brands they wish to follow. Thus, customers no longer sit through to see sales-focused advertising.
On the other hand, the digital marketing era has opened doors of exciting opportunities for small-sized companies to reach a greater audience and grow.
No wonder, like many other things, marketing has also undergone a significant transformation. In the past, traditional marketing methods included flyers, TV and radio ads, billboards, etc. On the other hand, with the advent of technology, the modern marketing strategy includes search engine marketing, email marketing, social media marketing, etc.
Taking a brief look at different stages of marketing evolution can help you learn how the landscape of marketing has evolved over the years. In this manner, you can understand how certain approaches worked for the time being and why the need for a change arose.
Be mindful that marketing won’t remain the same as it is today. It will continue to change as time passes. The wise thing you can do is stay flexible and keep up to date with the latest news and trends.