Evolution of Advertising and Marketing
How has the internet changed
digital marketing and branding?
With no Google to feed away at my 2 AM philosophical thoughts and wondering whether the pain in my knee was a result of falling over or… something more, something sinister, something that would require an x-ray perhaps? I grew up in the generation where I started off my childhood with no internet or cellphones and then in my early/mid-teens the internet started to explode and it was the start of everyone having a flip phone.
BUT, LET’S TAKE IT BACK TO THE EIGHTIES.
Yep, this would require you to leave the comfort of your own home to advertise your product or service. It would mean knocking on people's doors or setting up a stand in the middle of a busy public space to show off what you have to offer. What does that mean exactly? It means actually talking face-to-face!
PHYSICAL INTERACTION WITH CUSTOMERS WAS PIVOTAL IN MAKING SALES BECAUSE IT PLAYS ON A CUSTOMER'S EMOTIONAL CONNECTION.
I know what you’re thinking, people still do that!
It’s true they do, but now we have the internet to make it a hell of a lot easier to connect with customers. Social media such as Facebook, Twitter and Instagram directly connect businesses with their customers. Have an enquiry about your new printer? Check out their twitter page and tweet them! Want more information on a pair of jeans? Send them an Instagram message! Need to know more about their services? Check out their website or Facebook page to see what others have said! Or, you can always send them a good old-fashioned email of course. But remember, how you portray yourself on social media is how people will remember your brand so, be nice!
This is a no-brainer, television is a platform that is accessible to the masses and with the invention of commercials companies have jumped at the chance to pay for adverts where millions will be watching. In fact, the U.S. boasts the biggest advertising market in the world and according to Statista, they spent a huge amount of $106 billion in 2016 alone.
ALTHOUGH THEIR BIGGEST PLATFORM IS TV ADVERTISING WHERE THEY SPENT A TOTAL OF $73 BILLION LAST YEAR, IT SEEMS THAT DIGITAL MARKETING IS SET TO OVERTAKE THAT BY THE END OF THIS YEAR TOO.
Which proves that although TV advertising is in decline this is only a result of the impact that digital marketing has had. The beauty of digital advertising now means that you can use platforms such as Facebook, LinkedIn, eBay, Amazon and Google to advertise your service or product at a fraction of a cost that TV ads would require.
This method of advertising is nearly as old as the education system because whether it's leaflets, pamphlets, posters, magazines or newspapers print advertising may be old school, but it works! It may not be at the forefront of a marketing campaign but print advertising works wonderfully to familiarize the target market with your brand. Whether it’s an article in a magazine or a poster on a wall brand association works the same way as any other method marketing.
But here lies the problem, by around the 2010 mark people began to sway towards the digital world. Of course, this was a direct result of improved technology and consumer needs especially when it was much easier to scroll down your phone and get things done with a single swipe. According to this Forbes article, the U.S. spent approximately $47 billion on Google advertising, which was nearly double of what was spent in print. Interestingly enough by 2012 this nearly halved both print and digital advertising as other platforms within the digital world emerged.
What's Next? An Alien Invasion?
Not quite, but it is definitely a possibility. The internet boomed in the late 90s and early 00s and changed the way people and businesses were able to connect with each other especially in terms of having a website. However, by the entrance of 2010 (which was only seven years ago!), the advertising world got a makeover which has shifted the dynamics between customer and business majorly.
WHEN TAKING INTO ACCOUNT HOW QUICKLY THINGS HAVE CHANGED IN SUCH LITTLE TIME IT SHOULD NOT BE A SURPRISE WHEN ADVERTISING AND MARKETING METHODS DO EVOLVE AGAIN.
It seems that in order to keep up with the trends then all business will need to adapt or risk failure. So perhaps the digital world has taken over for the time being, but that’s not to say it will be here forever. Who knows what we will end up with next, advertising robots maybe? Or, maybe not.
Hi, I'm Tenille Villebrun,
I help Solopreneurs, Mompreneurs, Entrepreneurs & small businesses (1-2 people) - bring theirs business idea(s) to life.
Whether you're the "get someone else to do it" type or the "D.I.Y" type - there is an option for you to get your brand & website up and running!