All the historical events that transformed the economy around the world directly affected the way in which companies relate to their audiences.
This means that over the years, marketing has changed in line with changing consumer behavior . This is how it has evolved and become what it is today.
And to help us see this, there are 4 stages that we can point to in order to segment in a linear way all these changes that have occurred over time. Check them out below!
Until the middle of World War II, marketing consisted only of brand information about the product. There was no relationship between the seller and the consumer.
At that time, the economy was conducive to this type of situation occurring. Supply was equal to demand.
This era is what we call today Marketing 1.0
The greatest resource of professionals at this time was creativity .
They used creative and fun ways to inform the public job function email list about the services offered by corporations.
Then there was a shift, the customer became the focus of the business . Various products were developed to meet the needs of the time. This was Marketing 2.0 .
In this case, those responsible for marketing had to combine their creativity with empathy for their audience . This way, they would have the necessary understanding to be able to develop and sell the products.
Soon after, we arrived at Marketing 3.0 , which came with the beginning of a new millennium. This is where the product ceases to be the representative of a business’s success.
Companies need to meet other needs of their customers, such as moral and ethical ones . In doing so, they begin to act in accordance with their “mission, vision and values” .
During this period, the public ceases to be a homogeneous mass and becomes a group of people who identify with the alignments of your business .
In other words, consumers will consume not only based on trends that are shaping the future of business the quality of the product, but also according to the company’s positioning within society.
With all this we arrive at the present
Marketing 4.0 . Today is focused on Digital Marketing .
The evolution of technology has provided an expansion of communication tools, which have ended up generating new ways for people to relate to each other.
As a result, new marketing strategies were born, such as: Inbound Marketing, Content Marketing , Copywriting , SEO , among many others.
Nowadays, this huge range of possibilities demands a lot from professionals in the field. What a few years ago would have been simple, such as launching a product, is now extremely complex.
For example, if a makeup brand was launching a new china business directory eyeshadow palette in 1950, the people in charge of marketing would hold an event for retailers.
The promotion would take place through non-digital media, such as pamphlets and billboards. Through these, it would be almost impossible to measure results , much less reach people outside of a certain region.
Today, the brand would have to take into account both digital and offline
Analyze its main audiences and define how it would promote itself. All of this would involve digital marketing campaigns, virtual and in-person events, content for the pre-launch, launch and post-launch months, strategies, etc.
In addition to having to constantly monitor results based on KPIs , to check which parts of the strategy were effective or not and why.
All of this shows us that over time, professionals in the field had to accumulate a huge amount of skills. Those who did not do so, as well as some old means of communication, fell into disuse.