Marketing goes back to the first act of trade between two parties. Information that was passed around by word of mouth through stories in favor of something was the first form of marketing. Methods used in marketing have evolved and changed with time as the consumer changes. As once localized businesses extended their markets and eventually went global, it became increasingly important for marketing strategies to change and new ways to get our brands out there effectively. The paradigm shift is in talking to and with the customer instead of talking at them. Traditional marketing core concepts have not change, only the approach has. This is because they need to suit the current modern market factors that interact with technology. Recently the term traditional marketing has been used to refer to print, telephone, broadcast and direct mail. The following is a brief description of how technology has influenced changes to traditional marketing methods and strategies.
Print basically includes brand advertisements appearing in magazines, newsletters, brochures, billboards, newspapers and posters among others. This is the oldest marketing method ever used since the Egyptians used papyrus posters on the streets to pass sales messages. This strategy has since evolved over time to from newspaper ads, magazine ads, billboards and posters among others. The change started with the invention of better printing techniques as well as use of color mixtures to create more aesthetic value and captivating visual effects. Recent development of graphic design software has helped push print advertising to new heights. The internet also comes in handy here since the creation and distribution of eFlyers, ePosters, and other infographics that can be downloaded and printed from anywhere in the world.
Telemarketing is the passing of sales messages through telephone calls to potential customers. Since the invention of the telephone, significant changes have seen the rise of smart mobile devices from the first handheld telephone in 1983. As requested and cold calling becomes controversial, marketing strategies through phone have shifted to mass texting after the discovery of mobile phones and later smart mobile devices which include tablets. There is also the current craze with mobile apps to help brands customize their localized marketing strategies to diverse markets by employing services such as translations for different market targets, cultures and languages for native international customers since business went international. Websites also have options to request telephone calls from a brand’s customer care center if talking becomes necessary.
This form of marketing involved the use of TV and Radio to run advertising commercials. Using the radio for advertising purposes was first done in 1920 while the first television advert was aired in. Since then TV and Radio commercials have steadily evolved as the consumers also change in preference. The advancements in production tools and creativity ideas have seen this form of marketing and advertising go through tremendous transformation. More appealing ways of advertising on radio include jingles that are pre-recorded in studios using the best sound engineering technology while TV has witnessed the revolution of video capturing, editing and streaming. Audio-visual adverts can also be posted on the internet as videos which are given more preference by search engines according to the recent study on search engine algorithms. This means everyone on the internet including those currently using a smartphones which are a technological advancement in mobile device communication will be able to access these videos easily with available internet connection. Some companies have also adopted a form of broadcasting coined “net-casting” by going viral with their brands on social media and personal websites or blogs.
The other form of marketing and advertising that has witnessed considerable change is direct mail. This marketing method involved printing brochures, flyers or newsletters and sending them directly to a customer’s mail box. Direct mail has almost been faced off by e-mailing. Now it costs way less to send newsletters, catalogs or other advertising materials including videos or their links through emails. Despite the spamming negative effect associated with emails, they are still more effective than direct mail. The revolution in this sector of marketing was seen through by the invention of the computer and subsequently the internet. Now sending and receiving brand advertisements through email can be done even while on the move using smartphones. Big data is what moves modern marketing research strategies and since the collection and buying of email addresses has become easy there is no limit to a brand’s global reach. The sending of messages and receiving feedback is instant.
Trade fairs date back to the medieval age where craftsmen and farmers would travel to distant places and display their wares for sale. They were common in North America and Europe during the 1700s. The form of exhibiting continues to change thanks to technological advances. Now trade shows are held at events of all sizes and sellers have incorporated the use of roll-up banners, large TV screens or projectors to make their presentations in more appealing ways to their potential clients. The use of sophisticated sound public announcement systems has also helped this industry come far. Currently trade fairs can be held virtually on the internet.
It is important to note clearly that as stated at the beginning of this article, the basics of marketing and advertising have not changed since the intention will forever remain the capturing of customers attention and making profit through sales. The degree to which these technological innovations can be used in marketing strategies squarely relies on the ability of the concerned company to spend on them. Technology only helps to make things like research, analysis, production and distribution a lot easier.