A history of marketing: Strategy through the ages - Andrea Eng

A history of marketing:

Strategy through the ages

1450s

1400s

Middle Ages

Ancient times

Late Middle Ages

Pre-literate societies: Artisans use visual cues to brand their products.

Rise of International Trade:As international trade becomes more common, the need for effective marketing strategies grows, encouraging merchants to find ways to reach and attract customers.

First Recorded Print Advertisement: The earliest recorded print advertisement appears shortly after the printing press's introduction, marking the beginning of printed advertising materials.

Market Town Differentiation:Merchants in market towns begin to employ distinctive designs and symbols to stand out among similar offerings, marking an early form of differentiation and branding.

Introduction of the Printing Press: The printing press revolutionizes communication, allowing for faster and wider dissemination of information, laying the foundation for modern marketing.

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A history of marketing:

Strategy through the ages

Mid-20th Century

1742

1942

Early 20th Century

Magazine Advertising:The first magazine ad appears in Benjamin Franklin's General Magazine, expanding advertising into the realm of printed publications.

Shift to Consumer Understanding: Marketers shift from generic messaging to understanding consumer behavior, paving the way for modern consumer-focused marketing

Radio Advertising Dominance: Adipiscing elit, sed diam nonummy Radio advertising surpasses print in terms of advertising spending, becoming a popular medium for reaching a broad audience.

Television Advertising: Television ads are introduced, adding another powerful channel for brands to engage with consumers.

1942

1902

Early to Mid-20th Century

1862

Managing Multiple Marketing Channels:With the advent of broadcast media, marketers need to manage multiple marketing channels, leading to the need for effective media planning.

First Marketing Course: The University of Pennsylvania offers the first marketing course, recognizing the need for formal education in marketing principles.

Direct Mail Advertising: Direct mail advertising is introduced, providing a new way for businesses to directly reach potential customers through the mail.

Introduction of Marketing Mix Concept: The concept of the marketing mix is introduced, focusing on the key ingredients needed for effective marketing strategies.

A history of marketing:

Strategy through the ages

Smartphones and Tablets (2000s):

Digital Advertising's Rise (1990s):

Marketing Mix Modeling (MMM) Emerges (Mid-20th Century):

"Four Ps" Popularization (1964):

Digital Technology Emergence (1970s-1980s):

Mobile devices enable sophisticated browsing and engagement, offering new opportunities for marketers to connect with consumers on-the-go.

The rise of the internet leads to the emergence of digital advertising, search engines, and early forms of online marketing.

Neil Borden popularizes the "marketing mix four Ps" - Product, Price, Promotion, and Place - as essential components of marketing success.

Digital technology, including personal computers and the internet, begins to revolutionize communication and consumer behavior.

Marketing mix modeling becomes a strategy to measure marketing impact, helping marketers allocate resources effectively.

A history of marketing:

Strategy through the ages

Modern Marketing Landscape (Present):

Digital Attribution Models (2000s):

Enhanced Marketing Insights (Present):

Unified Marketing Measurement (2010s):

Marketers adopt unified measurement strategies that encompass both online and offline marketing efforts, providing a holistic view of impact.

With advanced insights and optimization platforms, marketers gain unprecedented understanding of consumer behavior and preferences.

Marketers develop digital attribution models to measure the effectiveness of various digital touchpoints in driving conversions.

The culmination of technological advancements leads to the modern marketing landscape, characterized by personalized, data-driven strategies.

Personalized Experiences (Modern Era):

Continuous Technological Evolution (Present):

Multi-Touch Attribution (2000s):

Multi-touch attribution gains traction as marketers recognize the complexity of consumer journeys across digital channels.

Technology continues to evolve, enabling marketers to adapt their measurements and capabilities to keep pace with changing consumer habits.

With evolving technology and measurement capabilities, marketers focus on delivering personalized experiences tailored to individual consumers.