Marketing; How Everything Has Changed And Will Continue To Change
26th October 2015
How Marketing Has Evolved in the Last 10 Years
Marketing has been around for years, but in the past decade the way that we market our products has drastically changed, with those that didn’t keep up bearing the consequences of not staying on the cutting edge. The wide adoption of the internet has changed the way we live our lives from day to day, and it has also changed everything we thought we knew about marketing, with consumers becoming better equipped to understand brands and products. Consumers are now far more difficult to influence and attract with marketing, with culture and brand personality becoming the main influencing point on consumers in recent years.
Traditional marketing is no longer the only marketing route thought about by companies. Digital marketing goes hand in hand with traditional marketing, complementing the older medium effectively. Digital marketing has changed the way that traditional marketing is being carried out, with the quality and style of traditional marketing campaigns evolving drastically in the last 10 years. Companies are beginning to understand that doing only a traditional marketing campaign is no longer the best way to get your message seen and understood, with the internet of things creating the requirement to stand out over your competition for the first time ever.
Nowadays brands need to emotionally connect to consumers to get the response they desire, with the focus being heavily on quality and relatability. Content marketing has become crucial for brands, with the aim being to not actually promote their own brand, instead aiming to empower their consumers and to tell a story to make them trust the brand. Trust, quality and relatability have become some of the biggest trends in the marketing world of today, with no signs pointing towards that stopping anytime soon.
Why have people become smarter consumers?
People have become smarter consumers because of the amount of marketing they have been exposed to, the internet allowing them to discover what other people think about a product and the fact that technology has become a core aspect to their lives. This changes the way they think and feel about a product that they see and in the next few years this is going to be reinforced even more, with technology likely becoming a part of everybody’s homes and new digital mediums becoming open to advertising.
Another huge aspect is the way that marketing has become mobile. Nearly everyone is using a smartphone that is connected to the internet 24/7, with personalisation and targeting being a part of consumer’s daily lives. Every consumer has a different experience on the internet, with their adverts representing an overview of their interests from their past browsing history. This targeting makes adverts more and more relevant, which makes getting marketing right more important than ever.
What Will Marketing Look Like in Years to Come?
In years to come marketing will become more complex and sophisticated than ever before, with the core evolution of consumer tech playing a big role in this. People will become more cultured than ever, more intelligent than ever and connected than ever. As the world evolves the amount of marketing mediums that will be pursued will evolve in line with this. It is entirely possible that house hold appliances could soon be used as marketing mediums, with the amount of devices being connected to the internet increasing at an explosive rate.
Consumers will also become tech-savvy, with more and more consumers having the ability to see straight through weak campaigns. As the young get older they will also change the way that we market our products, as the millennials have grown up with technology and know no different. New discoveries will be made, more ideas will be turned into products and more developments will be made than ever before. The world is going to change for marketers, with the success of our business depending on whether we can keep up with these changes or not.