If you are as passionate about sales as we are, you will be interested to know the evolution of marketing up to the present day, because knowing the past helps us to understand the present and have an idea of the future.
Discover in this short article everything you need to know about marketing over time. You will surely be amazed by the result!
What is the evolution of marketing?
When we talk about marketing evolution, we are referring to the different phases that companies have gone through as they found new ways to maintain, increase and surpass estimated revenues year after year.
It is known that, since the 1900s, a great number of strategies have been employed around marketing to obtain better results. Through trial and error, as well as the use of strategies to enhance campaigns.
All these actions have been taken into account in marketing approaches and have marked a before and after when we talk about the evolution of marketing.
When did the marketing discipline begin?
To have the answer to this question, it is necessary to make use of the online etymology dictionary, because the fact of selling and buying is very much associated to marketing, being actions that have been performed since the cave age in the form of barter.
However, in the etymology dictionary we can find that market means “market” and added the term “ing” we have an action.
So “marketing is a set of strategies used by companies to get customers to buy their products”.
It is important to know its etymology, because from the beginning it was associated with the action of creating techniques to make a product or service look provocative and today we can associate it to measure the results after applying marketing strategies.
The authors of the word “marketing” can be traced back to around 1560, to describe the buying and selling of products or the act of transacting in a market.
What makes marketing evolve?
There are two factors that remain constant when it comes to knowing the evolution of marketing, these are.
Technology in marketing: When marketing began, print and pictorial advertising was one of the few channels of communication for marketers, in addition to person-to-person interaction or in-store merchandising. Today, technology has advanced and social media, apps and websites are of great importance for digital marketing.
Customer needs: People’s needs change from era to era, which begs the question What do consumers need today that they didn’t have access to yesterday? Finding the answer is important or your competitors will.
One of the most important examples of the latter is how consumers now need multiple forms of payment, to be able to communicate with the company anywhere in the world, or to get immediate assistance regardless of whether it is a program or a person.
What are the different stages in the evolution of marketing?
With the most common purposes in mind, let’s explore four different stages in the evolution of marketing.
Well, experts in the field have divided ideas, but we believe these concepts are the most appropriate for understanding the evolving stages of marketing.
To get an idea, the Industrial Revolution is the clearest example of how production can mark a before or after in marketing. All the ingredients were added together to obtain what we have today: promotion of services and consumer products produced on a large scale.
Consequently, marketing stimuli focused on strategies to make known the existence of available products or services, because you can’t buy something you don’t know exists.
With the Industrial Revolution, it was not just one company that took over the entire customer base. We know that today there are many brands in “war” for customers and better services.
That is to say, there is no competitor-free environment, even if you have an innovative idea, you would only have a few months before a competitor comes into play.
This caused many companies to adopt a strategy known as brand identity and giving much importance to objectives, segmentation and more.
Marketing brought with it a radical change, as it was no longer just about getting the product to the customer and convincing them to buy. Many strategies now focused on understanding customer needs in order to stand out even more from the competition.
In other words, from the 1980s onwards, customers were in charge and found more and more companies wanting to satisfy their needs, desires and concerns in order to find more and more opportunities.
Relationship marketing orientation
Today, the marketing concept prioritizes relationships with customers to gain loyalty and increase retention and interaction on an ongoing basis with the brand, whether through social networks, email, apps, etc.
Communication channels nowadays greatly facilitate interaction, buying – selling and greatly improves relationships between companies and consumers, having the ability to listen or read customer reviews and what their changes would be for the next product update.
The customer is still in control, but today they are over stimulated with the large number of items and products with so many advantages and disadvantages to each other.
Will the evolution of marketing continue?
The evolution in every discipline will always exist, especially the evolution in marketing until today, since we can always find entrepreneurs or companies promoting services and products.
In addition to applying strategies that have evolved over the years to what they are now to get more sales, interactions, recommendations and more.
We will never know exactly where digital marketing will be in 100 years, but surely the fittest will survive and continue to change.