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| Evolution of marketing |
Evolution of marketing
We may not realize it, but the history of marketing began when we came out of the caves!
Experts divide marketing into different eras. In this article, I will give a brief overview of the different periods where we started marketing and where we have reached today.
Simple business era.
This was the time when everything was made or collected by hand. The biggest activity was hunting and arranging food. Human needs were mostly limited to food. The earliest system of trade was the barter system, in which barter was exchanged.
After the human race came out of the caves, animal ownership and branding first began, as animals were used for both food and transportation. Then the Pace of Land became reserved for the grazing of these animals and land ownership began.
Various tools for hunting and protection also began to be made. The blacksmiths of the Roman Empire were the first to brand their tools and swords as trademarks and sell them to their customers.
Production Era.
Marketing experts call the period from 1860 to 1920 the period of production. During this period, the focus has been on improving production techniques to meet the needs of consumers. Manufacturers were focusing on improving the quality of their products so that more consumers could buy them. At the same time, new features were added to the items as needed.
This era can also be called the product era. In those days when the focus was on production, the focus was on product quality. Even today, in modern marketing, the product is the most important thing that is marketed.
This period lasted until the First and Second World Wars. Many products of this era became a way of life.
Marketing experts recognize the production era as the first era of marketing and start marketing from this era. As production increased, it became harder for manufacturers to sell their products, so the need for marketing was felt for the first time.
Sales era
As production increased and goods became more abundant in the market, competition for sales between different companies began, which also gave rise to new ideas to persuade consumers to sell goods.
The idea also arose that even if the customer did not need something, he could be persuaded that he needed it.
As the customer does not need a life insurance policy but can be persuaded to take such a policy.
The sales/promotion era was based on the assumption that a consumer would not buy any products or services from a company on his own unless he was persuaded to do so. Therefore, any company needs to establish an aggressive, efficient sales and promotional system.
In the era of sales, the focus was only on the sale of items that did not take into account the quality or the needs of the customer.
Marketing department era
The economic boom that followed World War II gave rise to the era of the marketing department. This was the time when traditional manufacturers felt that selling to consumers was not easy in an atmosphere of productive competition. Rising levels of wealth among the middle class gave them greater bargaining power. Under these circumstances, brand owners combined marketing-related activities such as advertising and sponsorship strengthening sales and price promotions and public relations into one department. The new department increased commoditization which was leading to a decline in profit margins.
Marketing company era
Between 1960 and 1990, brand owners began to take seriously how they could tailor products and services to the needs of their customers, and this became the new marketing magic. Prioritizing customer needs has completely changed the perception of the past that production and marketing were paramount. Marketing was no longer divided into parts, but the entire company was responsible for marketing - the customer was central.
Relationship marketing era
From the mid-1990s, brand owners rapidly began to rely on data quality to grow their business. Data began to be used to build long-term, mutually beneficial relationships with consumers. Brand owners began to adapt their thinking to that of their customers. New terms such as customer relationship management (CRM) and data mining emerged in the business.
Relationships have long focused on building strong relationships with customers. Now the ultimate goal for a business is to build customer loyalty. The purpose of business is to offer products or services that buyers return after purchase.
Collaboration era
This era of marketing begins after 1914.
Marketing has become an art and a science.
It is now based on real-time contacts and social conversions, but the big difference is that the customer is now in the driving seat instead of the brand owner.
Marketers now need permission and trust for meaningful dialogue and meaningful, profitable collaboration with consumers.
Brand owners now stay in touch with consumers through modern means of social media/communication.
Change in every business over time is an inevitable reality. Adapting to change is now an art. With the rapid change in the field of marketing, taking advantage of change has become a science.
Today's marketers face a dilemma. Changing marketing has become a compulsion. Replacing has become expensive. Of course, not all marketing changes are so important. Some new things are limited to certain industries. Also, some new changes that all businesses are adapting.
Today, marketing has changed from physical to digital. The digital marketplace has opened up many new avenues of access for consumers. Today a large number of consumers start their shopping with an online search. A new change is that consumers are increasingly using their smartphones for shopping and research. The digital content that consumers face has become a challenge for both brand owners and retailers.
Because the majority of consumers research and shop online, content on various digital platforms must be of such a quality that it can help the buyer.
The coming years can be
years of real information exchange, mutual trust, and innovation on which new foundations of modern marketing can be laid.
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