The Evolution of Marketing

Marketing certainly has its roots in large and expensive campaigns to reach as many people as possible. Helped to develop this type of mass marketing corporate branding, but was completely oriented "products and treats all customers as if they have the same needs and buying habits. Compare what are the direct marketing people now, with target marketing, relationship marketing, permission marketing, event-based> Marketing and even location-based marketing.

It is interesting to see how effectively these different development strategies.

Mass Marketing - The goal here is the largest number of people and reach Hope you are interested in your products / services. Mass marketing using mass media like TV, radio, newspapers, magazines, posters, etc. This type of marketing (was marked) with big budgets, the national campaigns and verylittle actual data to measure marketing effectiveness.

Direct Marketing - Marketing Mass was reversed when the direct marketing began to direct to consumer (including direct mail, telemarketing, etc.). This new development (to 1960) was also the beginning of the test marketing to gauge the effectiveness of each campaign.

Target Marketing - Shortly after computers became widespread,Marketers began collecting data about who is buying their products and why. This on the direction of their advertising strategies, directly opposite the consumers who obtain most of their products. This segmentation of customers and prospects according to their demographics, age, income, etc., divided

Relationship Marketing - Many companies recognize that it was simply sell it profitably, "more for each customer," as it was to "sell more customers. This(to 1990) led marketing strategies geared to customers as individuals with information tailored to their unique experience and my preferences. Of course, this requires a lot of data about customer behavior, profiles, etc. to the start of the development of new business models told CRM applications, and marketing automation tools.

Permission Marketing - As consumers began to bombarded with email spam, many companiesrecognized the benefits of spending more time marketing to consumers who have specific interest in your product / service and (effectively given) have shown the permission to market to them (in a way they want to put on the market be)! This happened most often when consumers type (ie registering your e-mail address) to download product information or to receive a newsletter. Personalizing The importance of good customer data with your marketing is critical, as these prospects may express their consent to be removed at any time (including opting out).

Event-Based Marketing - Imagine someone just their personal information and downloads provided information about a new resort. This event triggers a marketing tool to send targeted advertising offering that is customized to date, informative and useful. Any potential gains. Consumers receive something that they actually look - if you want it! This type of> Marketing is strongly linked to the Internet and is based on good automation tools.

Location-Based Marketing - Now that cell phones have Internet access, and they have tracking devices (GPS Locator) is embedded, we can expect to support mobile advertising based on the spot. Based course will be personalized and permission to leave but you imagine working for the lunch, and you will receive an SMS with "2-for-1 Lunch Specials" at the restaurants in your immediateRange. Over time, the system also realized you prefer Chinese over Mexico, etc.

Take-aways from this marketing development ...

Mass marketing is moving to Relationship Marketing
Only a few major campaigns to attract Customized Many campaigns
Product Focus moves to Customer Focus
Short-term revenue moves in Long-Term Customer Loyalty

Resources ...

The CRM Handbook - great book on the CRM implementation, especially read Chapter 2(CRM) in marketing

Post from BNet about Broadcast Marketing and why it does not work anymore.