When you think of marketing, you probably think of digital advertising, data analysis, social media activity, and brand recognition, all of which are relatively recent industry features. Although these characteristics are all common in today’s marketing world, the actual concept of marketing predates them.
History of Marketing
Marketing has existed as a means of increasing sales since the concept of financial gain first developed. It is described as the efforts made to promote a product or service. To put it another way, most of the technology we use to define marketing predates the concept of marketing itself.
In the mid-nineteenth century, the concept of marketing as we know it today was born. Many industries in this era experienced a tremendous increase in competition as a result of a commercial boom. This necessitated the development of focused, competitive tactics that distinguished companies from their competitors while also allowing them to effectively appeal to the general audience. Businesses discovered that successful branding, communication, and advertising helped them to turn over higher revenues over time.
Surprisingly, embracing cutting-edge technology innovation has nearly always been the best approach to attain these objectives. Take, for example, the first colour television commercial that aired in the United Kingdom in the late 1960s: all subsequent commercials paled in comparison, potentially making it the most effective and memorable television commercial of its time.
Since then, technology has remained at the forefront of the world’s most effective marketing methods, and the trend shows no signs of abating. It is now difficult to conduct a constructive analysis of the marketing area without including technology as the most defining component.
The Invention of the Internet and Social Media Marketing
The invention of the internet was the most significant event in the history of the link between technology and marketing. This paved the door for the broad adoption of personal computers, which in turn paved the way for the widespread usage of social networking programmes on smartphones.
There are now more options than ever before for marketing a product or service. On sites like Instagram, Snapchat, Facebook, and Twitter, consumers ingest advertising and other branding content both consciously and unwittingly. There are also more marketing-related products and technology available today than ever before. This is nearly completely owing to technological advancements.
Search Engine Optimization
Search engine optimization (also known as SEO) is the activity of optimizing content (such as articles, blogs, videos, and other information) to appear in Google and Bing searches. Though other factors come into play, SEO efforts are mostly based on deliberately placing specific keywords in the content’s body, headings, and titles. It is now one of the most important types of digital marketing and can be utilized to increase a company’s visibility.
A company’s website will receive more traffic if it ranks well in search engine rankings. More traffic usually means more customers and a higher profit margin. In short, SEO has provided marketers with a tool to reach large audiences that was previously unattainable.
Voice Search Optimization
Another great illustration of how technology influences marketing trends is the rise of voice search optimization. Smart speakers and voice assistants have grown in popularity in recent years. As programmes like Siri become more popular, and gadgets like Amazon’s Alexa become more affordable, there is a growing demand for material that is voice search optimised.
Voice search optimization, like SEO, tries to improve the chances of a website or product appearing as the top result of a voice search. It accomplishes this, like SEO, by making deliberate use of keywords and recognising how a person is likely to phrase a search query verbally.
Voice technology now allows people to order Amazon products and Domino’s pizza deliveries using simple spoken instructions, implying that higher-ranking search results will lead to purchases. As a result, the advancement of voice technologies is quietly altering the way many products and services are advertised.
Social Media and Influencer Marketing
The rise in popularity of social media platforms has altered how people consume media around the world, which has influenced how effective marketing may best target viewers. Influencer marketing is perhaps the most unexpected and startling marketing trend that has emerged as a direct result.
Influencer marketing is a type of marketing that promotes a product or service by utilising influential persons (such as high-profile musicians, models, celebrities, or other individuals with large followings) to promote it. It can happen on a local or huge scale, and it has been proven to be extremely effective.
Its success can be linked to the influencers’ real (or perceived) authority and heightened social standing, at least in part. It blends the effectiveness of word-of-mouth marketing with the broad reach of social media to create a marketing strategy that is both widely used and highly individualised. Influencer marketing would not be possible without personal technology such as smartphones or social media sites such as Instagram.
Artificial intelligence (often known as AI) is one of the most transformative technologies in the current marketing sector. It is a term used to describe computer programmes that are supposed to accomplish jobs that previously required human intelligence. AI programmes are frequently capable of making smart decisions, recognising voices, perceiving images, and performing other astounding tasks. Chatbots, data collection software, and other analysis-related tools are the most prevalent examples.
While AI is also being utilised on the outside of marketing to improve customer service and experience, its analysis capabilities have had the largest impact. Marketing firms are now able to turn data (such as search history, purchasing trends, and other characteristics) into actionable marketing information thanks to artificial intelligence (AI). This data aids businesses in identifying and appealing to new clients.
While AI is used outside of marketing to improve customer service and experience, it is its analysis capabilities that have had the most impact. Artificial intelligence allows marketing businesses to turn data (such as search history, purchasing tendencies, and other characteristics) into usable marketing information (AI). This information assists firms in discovering and attracting new customers.
Impact of Marketing on Society
Marketing’s Impact on Individual Consumers
Consumers are concerned about the marketing system’s ability to suit their needs. Consumers have a slightly mixed or negative view toward marketing techniques, according to many surveys, because they believe marketing harms consumers through followings.
To begin with, there is a rising view that marketing is to blame for the high costs that customers pay for items, and that these costs would be substantially lower under “reasonable” systems. A few dozen pills of aspirin, a widely advertised and pushed product, sell for more than 100 tablets of the same non-branded or non-identical brand.
Second, people blame marketers for a variety of dishonest methods. Too often, marketers cheat their customers with deceptive pricing, packaging, and advertising techniques, leading them to believe they would receive greater value than they will. For example, we often encounter a catchy commercial that tells you the price figure, which is almost always the lowest feasible.
The marketing would guarantee that all you have to do is use this product or service to take advantage of this incredible discount or limited-time low price deal. However, the bulk of these advertisements present only a restricted amount of information in order to deceive consumers. You must use caution.
Keep an eye out for the small print at the bottom, which will most likely require the use of a magnifying glass to see. Because all other connected charges are disclosed there, this is where the catch is buried. Furthermore, promotion-based deceit is highly widespread. Marketers attempt to overstate and exaggerate the functions of their products. Furthermore, these methods are utilized in packaging, where deceptive labelling and size misquoting are used to inflate the box contents through subtle design.
Why do businesses employ salespeople? To persuade customers who would not otherwise buy the product to make a purchase. When it comes to things like insurance, real estate, and used vehicles, high pressure selling means that the salesperson will torture you either by being highly forceful, demanding, and loudmouthed, or by impressing you with his suave yet deceitful remarks.
In both circumstances, a purchase would not ensure value for you, but it would for the salesperson, because his aggressive selling would earn him a bonus.
Marketing’s Impact on Society as a Whole
Many of the societal sins and havocs, according to critics, are the product of unjust marketing methods and self-fish marketers.
We live in a culture where people are judged based on their possessions; however, this judgement should be based on who we are rather than what we have. Slogans like “greed is good” and “shop till you drop,” which gained popularity in the 1980s and 1990s, are perfect instances to demonstrate this idea.
Many experts believe it is past time to stop squandering resources and revert to fundamental moral ideals and socially acceptable behavior. However, the obsession with materialism persists.
Consumers have become obsessed with items and services that did not exist just a few centuries ago, and they would actually die if they did not exist. This fascination with materialism and insatiable want for everything is a product of marketing during the last few decades, not a natural disposition or state of mind. Rather than satisfying people’s needs and wants, marketing develops new desires and demands, which it subsequently fulfils.
Second, corporations have failed to strike a balance between private and public goods. Automobiles, for example, are a private good, but as the number of people who own automobiles grows, so does the need for public services such as roads, highways, traffic signals, parking spaces, and police services.
Furthermore, there are societal expenses connected with them, such as air pollution, car accidents, traffic congestion, gasoline shortages, and so on, as in this case. The only thing the marketers have accomplished is to raise the sale of private goods while fully avoiding the provision of public services and the related expenditures.
Finally, the current marketing system is also to blame for cultural pollution. Marketers are now poking their noses into their clients’ personal life. Indeed, these adverts are now on the prowl for us. These interruptions are cluttering people’s unconscious minds with messages of greed, sex, symbol, power, status, and materialism.
Email boxes full of spam mails, telemarketing calls all day, magazines full of advertisement pages, commercials interrupting almost every channel, billboards blocking every scenery, these interruptions are cluttering people’s unconscious minds with messages of greed, sex, symbol, power, status, and materialism.
Technology is advancing at a quicker rate than ever before, and it is transforming the marketing industry with each step. Effective marketing changes to better target its audience as we discover new and diverse ways to interact with technology and each other. In short, marketing has always been a field that takes use of technology’s ever-changing advancements, and it shows no indications of slowing down in the years ahead.