Digital Marketing course Lesson #3
History of marketing and advertising
If we wish to know about the history of marketing, it is very important for us to go through the history of advertising all through these pages
Advertising is a very powerful and amazing tool which can decide people�s actions and can persuade them to do whatever we require such as selecting a particular brand, picking a particular toothpaste or filling a feedback survey.
First came the human voice which has always remained the most successful tool of marketing. Be it selling in the street markets of India to any other market across the globe, it can never be overridden by any other medium.
It started with before the 14th and 15th centuries wherein people try to influence each other. Since the dawn of human existence, wherein people started to carve images on the walls with stones to illustrate their thoughts and communicate things.
This was the first advertising that ever took place.
Then came printing during the 15th and 16th century which made it much more cost-effective for the advertisers to gain a hold over the audiences and develop greater potential for selling their products.
This was a significant milestone in the world of advertising.
In the early 17th century the first-ever advertisements came in the paper which then spread across the globe in England. This was the first form of media for the masses.
The 18th and 19th century saw the growth of the newspaper advertising and it also saw the birth of the mail advertising which slowly evolved into the first mail.
The first advertising agency was also established in Boston in 1843 which offered advertising services to the clients.
The 20th century saw the dawn of yet another advertising era wherein the radio offering offered a completely new medium where the advertisers can reach out to their prospects.
In the middle of the century came the television which also became a very powerful tool for advertising for the consumer's communication.
In the later part of the 20th century came the most powerful medium evolved till now i.e the internet.
It became the most powerful tool for the techies and slow adopters to widen their information landscape and gather more information about the products that they desire to purchase.
This kind of technological advances has always been milestones in the advertising era. Also, they tend to complement each other and lead to greater market development and diversity through ages.
The History and Evolution of Advertising
Advertising has experienced some major milestones - think of the emergence of the printing press in the 1440s or the enormous influence of television.
Since its first inception, which has been thought to date steel engraving done by ancient Egyptians, advertising has continually adapted and changed to new mediums and an increasingly savvy audience.
But there has been a medium that had a bigger impact on advertising than before.
Wonderful World Wide Web
The Internet has revolutionized advertising in the most amazing way. This has not only changed the way advertisements are broadcast, but it has also changed the way consumers act.
Then: traditional advertising
Let's take things back to pre-Internet days. The days when advertising was done on radio, weird old TV and Billboard via Cheezie Infomercial. This was the golden age of advertising when the entire movement was considered a large part of society - almost on a cultural status.
The first TV ad popped up on the screen in the US in 1941 - which you probably imagined later. Viewers saw a brief advertisement for the watches before the Bulova watches and the Brooklyn Dodgers and Philadelphia Phillies play each other.
Such a small moment set an example for the next seventy years.
Subsequently, advertisements were a radical part of society. Despite the 50s being a stressful decade for the US during the Cold War, TV viewers felt optimistic and began to lose their purses as prosperity grew.
Characters were built around the characters to create connections between audiences and brands (although this idea of consumer connections did not become a priority until later), and famous faces were brought in to sell everything from washing machines to cigarettes. Was.
For example, the Marlborough Man, who became a recognizable cultural figure between the 1960s and 1990s. The aim was to replace the filmed cigarette with a female incident with the help of a stream of rugged cowboys and masculine-looking men. Even today it is considered one of the best advertising campaigns.
On television, products and characters began to go hand in hand. Let's take grains as an example. Tony the Tiger the Tiger and Frosted Flakes, or Pop GNOME for Snap, Crackle and Rice Crispies - both of which are still strong today.
Despite the huge selection of different characters and products that began to emerge, advertisements at this time had one purpose: sell.
Yes, these characters were at the center of advertisements and played a major role in creating an advertising culture for consumers, but the product was always at the forefront.
It may appear that Tony the Tiger or Marlborough Man were the epicenters of their alignment advertising campaigns, but they only served as tools to sell, sell, sell.
Bonus Read: Development and History of Content Marketing
Now: Different Motives
Today, changes in the advertising world have led to an increase in other objectives for advertisements. Instead of a sales mindset, advertisements focus on community building and brand awareness.
The product is no longer the centerpiece.
There is a solution to the consumer's problem, and hey, guess what, the product just happens to provide that solution.
Let's take an example that there is not much disagreement with the character-led advertisements of the past. Cadbury was also not featured or mentioned in a Dairy Milk Gorilla advertisement in 2007 - the company it was supposed to advertise.
Advertisement Disaster? No, far from it.
People were reprimanded by beating the drumming gorillas (set against Phil Collins in Tonight and the Purple Background). This gave people a chance to talk. This was not a concerted effort to close more Cadbury chocolate bars. Rather, it was a strategic move to raise awareness of Cadbury and to unify it as a "cool" and "must-have" brand (because why would everyone talk about it?).
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The simple nature of advertising lies to completely spoil itself, an important way viewers can interact with a brand - almost like a forward-to-back dialogue. To date, the advertisement has more than 300 spoofs.
Taking things online, Lowe's "Fix in Six" home improvement commercials were filmed through a 6-second Vine app that is no longer high for commercials. Genius videos show solutions to DIY problems in six seconds or less - not only are they fun to watch, but they are also actionable (basically, a dream combination).
Difficult DIY problems to take home helped make it a friendly personality for its consumers, keeping it one step away from the "advertiser". "Improving Six" is not more closely linked to both of Lowe's. There's a "Hey, this is Lowe and you need to buy everything in this ad" Spiel.
This idea of emphasizing solutions to consumer problems (such as home DIY) rather than the product is becoming increasingly common. In order to gain consumer confidence in the Internet world, brands have to work twice (which we discuss more in a moment), so the two-step process in advertising is focused on:
Our TV experiences are still littered with traditional commercials, but times are rapidly changing. Advertising has undergone more changes in the last 20 years than in the last 2,000 years when ancient Egyptians used to notify the public in steel until the 80s when advertisements were a form of type culture.
What has changed in the advertising landscape so fast?
We are living in an ad-blocker era
Audiences are not actively seated through advertisements or bombarded with advertisements while browsing the Internet.
We have to look at all the apps that prevent ads from showing, and the rise of pay-to-stream platforms like Netflix. Yes, people are actively choosing to pay not to sit through advertisements.
This new trend without ads is said to cost publishers $ 22 billion (yes, billion) in revenue in 2015 - so it should not be taken lightly.
If it doesn't indicate to advertisers that they need to change the fee (if they haven't already), I don't know what it is.
Consumers have less trust in advertisements
Millennials are demographic at the moment, but they are most confused when talking on advertisements. This Forbes study shows that when they arrive they are very agile and they do not listen.
33% of people surveyed on blogs and social media before chopping off the more "authentic" idea of a product and receiving real-life reviews without masking an advertisement.
This is where the idea of a solution takes place before the product comes into play - the brand literally has to prove itself before consumers consider buying about them.
This is a far cry from the days of the Marlborough Man, who just had to look moody while sitting on a horse (just imagine what he would have to do now to build confidence).
Rise of user-generated content
To build trust and attract consumers, brands are partnering with people who want to buy from them.
Essentially, consumers have become part of advertising rather than passive viewers.
The lines between "needs" are more blurred than ever, as brands focus more on getting consumers on board to help build a community and sell their products (that's why TripAdvisor-like Companies value sites so much).
Take GoPro, for example, a highly popular brand that regularly pumps user-generated content to its consumers. Instead of creating ads that only scream "buy our awesome products", they let their customers talk.
Or pelicans, in this case:
And then there's Polaroid, a company that promotes user-generated content using TINT on its website instead of advertising. They encourage consumers to join by asking them to act, such as "snap a photo with the new Taylor Swift album for a chance to win a Polaroid 22300 camera".
Why does this work? Because people trust other people, not brands.
One time buyers need loyal followers
Which brings me to the biggest change.
Because brands are becoming increasingly aware that people trust other people, not brands (we are all intelligent for that trick), they are turning their attention away from buyers to building a loyal one at a time.
Why? Because a loyal person sells all the following products himself. The fan base is one of the best advertising tools a company can have - they will shout from the rooftops about the product without any push.
Take Patagonia clothes, for example. His most famous ad does something that was completely bizarre in the days of the Marlborough Man. They actively send their clothes back to their buyers
Secondly, it builds trust.
Think about it logically: If a brand is encouraging you to send it back to break the product, you think it's more likely to break, because why the heck would promise to do it? If they are selling a cheap product?
The evidence clearly shows that viewers are doing everything in them to avoid the dreaded advertisement, it is clear that they have more power to do what they do and choose not to buy.
Advertising has evolved from maps of ancient Egypt, through the emergence of the printing press, to the present day, through a golden age of ant infomercials and character-led sales pitches, where advertisements were quickly created in an organic way Were. Faith and community are changing.
In the 1960s, the Marlborough man may be the man of the times, but what will be his impact at a time where the solution is to deliver, sell, sell, sell mentality?
Will he treat the audience well in favor of knowledge and authenticity? Who knows: it would be down to the consumer to decide.
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