As technological as marketing may seem today, with the inventions and new techniques created by digital marketing, it is a discipline from the beginning of the 20th century, when the first scholars of advertising and propaganda began to understand the relationship between consumption, consumers and product.
However, since the beginning of human civilization, marketing has been part of everyday life in societies. The idea that products should be created with the customer in mind and the satisfaction of their needs was the first step in the development of modern marketing theory.
Although the techniques have become more sophisticated direct mail marketing for personal injury email list over time, the fundamental concepts remain largely the same, such as:
Create awareness in the customer that your product/service exists;
Generate interest in what is being sold;
Cultivate relationships with consumers to build their loyalty;
Increase the number of sales and the average ticket.
Marketing theory is based on the principle that the success of a product depends on its ability to attract and retain customers. Over time, it was refined until it fell into the hands of renowned researcher Philip Kotler, who structured and disseminated it – to this day, Kotler's vision is a reference for the study of marketing.
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Timeline: From Marketing to Digital Marketing
Year Event Details
1455 Gutenberg's invention of the printing press Origin of the first printed advertisements
1839 Beginning of leaflet advertising
1867 The emergence of billboards
1922 Verbal advertisements for products and services on the radio
1941 First advertisement made on television Soon TV ads surpassed revenue from radio and newspapers.
1946 Telephone as a telemarketing channel
1967 Book Marketing Management, written by Philip Kotler The book is most widely adopted in marketing schools around the world
1990 The beginning of the internet and its possibilities Use of blogs and email, mainly
2000 Understood as the time of great transformations Emergence of social networks and paid media platforms, MySpace, Facebook and AdWords (today Ads)
2010 Omnichannel actions Marketing focused on relationships with the public and unifying on and offline experiences
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How did marketing transform into digital marketing?
Marketing has undergone a significant transformation in recent years. Technology has boosted digital marketing, helping brands reach an even wider audience.
Traditional marketing relied on print media, television ads and radio , whereas now there is a range of new digital tools and platforms to reach audiences. These tools include websites, social media, video content, marketing platforms and more.
In addition to these new technologies allowing brands to interact with new audiences and provide relevant and engaging content , they also allow them to measure the results obtained with each campaign – and this simple possibility has turned the game around and made big brands opt for digital, after all, offline marketing can rarely be measured.