As I sit here in this day of technological advances that at one point where merely the dreams of others that became a reality, I wonder what does the future have in store for us? How will the landscape of marketing look in the future?
Some of my earliest memories of marketing are of watching cartoons on an early Saturday morning and being bombarded with all these commercials of super cool toys and tasty treats that I should tell my parents that I need to have. I also remember as a teenager, paging through the latest issue of Sports Illustrated and coming across ads for cologne, cars and even cigarettes! Of course, marketing today has evolved a lot. We still have commercials and print ads, but there is an ever growing engagement on social media, websites, text messaging and emails. This is the now though. My expectation is the evolution will continue to occur and may even take place in ways not possible now.
Technological influences of the past.
So we are not going to analyze the entire history of marketing, however it’s important to note that marketing is not a new concept and there have been technological advances that have influenced marketing practices over time. One of the earliest and most revolutionary inventions that had a big impact on marketing was Johannes Gutenberg’s printing press in the 1400s. This allowed for the mass production of information. Later on in the 1800s, a French journalist & publisher inaugurated what is known as the Penny press. It was the 1st news paper of it’s time to rely on paid advertising, which of course caught on quit quickly.
In the 1920s Radio advertising spot commercials and infomercials became a new way to as get your message out to a big audience.
In 1941 TV gave way to the first use of television advertising.
In the late 1970s, businesses had the ability to send commercial documentation electronically, but it wasn’t until the mid-1990s with the emergence of better security that lead to the rise in Ecommerce and a way for marketeers to direct customers to landing pages.
A memorable moment from the past.
One of the important aspects of marketing is to make it memorable and stand out. I can’t think of any brand that stands out in my memory more than Micro Machines. The commercials featured the super-fast talking “Motormouth” John Moschitta telling us how we needed to have these amazing tiny cars! And why do I remember these? There have been thousands of other products that I have seen, but I remember being so fascinated by how fast the spokesperson in the commercial was able to deliver the message, I would even try to emulate it. So the phrase, “if it doesn’t say Micro Machines, it’s not the real thing” is just burned into my brain!
What is the current trend?
As we know the internet age drastically changed the marketing and advertisement landscape by gaining access to users online. The thing that shook things up and started the trends we are seeing today was in the mid-late 2000s, the release of the iphone. Smart phones had been a thing before the iphone, but with the rollout of the app store and convenience of mobile apps the revolution was sparked! Currently there are over 5 Billion active mobile users world wide.
It’s no surprise to see that marketeers have seen the huge opportunity to engage people using mobile devices. Companies are still involved in radio
and TV, but there has been a big shift to Mobile. We can take a look at the chart from eMarketer that shows the current and foretasted percentage of advertisements allocated to each platform. With the growing ease of access to target customers using social media it’s easy to see why this shift is taking place.
A prediction of the future.
So what does the future hold? What technological advances are on the horizon? We already have the ability to utilize smart speakers to create shopping lists and make purchases, but what if the speak worked in tandem with your refrigerator to place an order for milk through a grocery store app when you’re low? Maybe while your are traveling your vehicle gave suggestion on attractions to stop at or places to eat. Perhaps this feature could be used in conjunction with an auto pilot feature that would at the push of a button take you right to the location. Perhaps your entire home will be powered by Amazon or Google and you’ll be able to simply ask for an item or food and it will be 3D printed on demand!