Marketing Evolution

Marketing is always evolving. From the early days of print advertising to today’s targeted advertising online, marketing has become a three-part system where every piece works together. Traditional, email and digital marketing have developed to influence each other and create branded marketing strategies. However, in order to succeed, you must understand where each marketing channel came from and how it developed into what it is today.

Traditional marketing strategies usually fall into four categories: print, broadcast, direct mail, and telephone. In fact, traditional marketing in print can be traced back to the Egyptians who printed sales messages on papyrus according to marketing-schools.org. These marketing strategies are used by almost every company in the world to some degree. From the Super Bowl commercials, we wait for all year to the telemarketers that you want to hang up on, these strategies help brands gain and retain customers. Traditional marketing is still used today in print and media, but now the marketers are including technology in every piece. A TV commercial may direct you to a phone app or a print advertisement may have a snapchat code on it. Incorporating the email and digital pieces into traditional marketing has kept this marketing channel alive and thriving. However, how did marketing get to where it is today? It all started with one email a few decades ago.

As people started to procure emails, brands saw this as a new way to reach their favorite customers. This new form of marketing may seem recent as we battle spam and other email hazards, but the first email was actually sent over 45 years ago. The first email campaign, according to smarterinsights, was in 1978 when an email promoting DEC machines was sent to 400 users from Arpanet. This simple concept led to $13 million worth of sales for DEC machines. This was the first taste of how successful email marketing can be. Today’s email marketing world has advanced to email hygiene, segmentation and more. Although companies argue whether email marketing is offline or online (Webbula considers it offline), these advancements in email marketing strategies and solutions give brands the chance to have greater success. Email marketing is one of the easiest ways to directly target customers you know are interested in your brand. Through creative design, attention-grabbing content and smart subject lines, emails can entice an interested consumer and give them a direct line to your product. As technology developed and email thrived, marketing found a new way to channel customers even more directly through online and mobile channels.

Emails are still a great marketing tool, but as social media and search engines developed, so did marketing. The first click ad web banner came in 1993, but digital marketing as we know it today really developed in the past 10-15 years. Digital marketing encompasses everything from social media promotions, keyword advertising, and mobile advertising. As consumers spend most of their time on their mobile devices and social media, this gives brands a way to directly connect with their customers at any given moment. Knowing this, brands are now making the conscious effort to use mobile IDs and behavioral data to understand customers at a higher level. This real-time behavioral data along with insightful attributes such as political, hobby and demographic information give you the edge up on your competition in the digital advertising world.  Finally, as you learn more about consumers in real time you can take this data and use it to influence how you would like to target your emails or what tv shows you spend your advertising dollars with. A more refined customer profile from real-time data will help your marketing succeed on all channels.

It does not matter if you choose traditional, email, or digital marketing techniques, what you learn from one technique can help you influence another. This is why it is crucial to understand each technique and how it has developed and influenced other technologies. The real-time customer profile that you develop through digital marketing, will influence how you segment your audience in an email campaign. Then, as you see the results of your email campaign, you will be able to better pay for advertising on TV shows that your audiences are more likely to watch. Each marketing technique works with each other to help brands succeed. Marketing will develop even more in the future, but you can count on Webbula to provide you with the data and hygiene tools you need to keep up with every changing trend.