In the recent time, marketing has rapidly developed in many ways. Not only it has been widely extended over the world, but also there has been an enormous transformation on marketing investigations. Over the course of this recently started XXI century, it is daily visible a change in the marketing industry. The way of approaching acquired in the following article is strongly linked to primaly sources and current reserachings about the marketing world.
When wondering about what is marketing exactly, M.C. Smith (2002) offers the marketing field of study, a significant and clear definition of the term “marketing”
“It is a process by which one identifies the nedds and wants of the people, creates a product/service to meet the needs and wants, develops a way of talking the produc /service to the market place, dtermines the way of communicating the product to the market place, yargets the people (segmentation), who have needs/ wants and then creating a transaction for exchanging the product for a value and thus creating a satisfaction to the buyer´s needs/wants” (Smith 2002)
In “Then & Now: The Evolution of Marketing Tactics and Visual Content” , Margaret Jessiman (2015), a member of the social intelligence company Wayin, distinguishes five principal eras in accordance to the development of the strategies in marketing, and visual content – a main point of Marketing research -. This author classifies the timeline of marketing main advantages in different eras, according to the visual and technical element in marketing.
On the first place, “The Romantic Era” is mentioned when newpapers and radio were the principal elements which took a role in advertaisment, introducing brands a “captive strategy” to the customers. Brands firstly realised the power of promotion and the possibility of capting a wide range of consumers – later called mass groups, regarding to mass media-. Associated with this era, a trustworthy way was used by all kind of communication media – Newspapers and TVs -, so as to shape public perceptions. Jessiman states that, as a consequence, constumers accepted placed advertisements in all short of media from a confidence attitude, as they were unconsciously conditioned. As Jessiman states, the main idea coming from this era was that “Visuals were one part of their marketing tactics, but meaningful personalization was not”.
Then comes “The Group Love Era: Marketers take better aim, but audiences deflect.”, thanks to technologies advantages such as BBS (Bulletin Broadcast System) brands had a platforms as means in order to get in touch with people individually and easly. “The Social Era” follows great time later, at the moment that social webs such as Facebook, Youtube and Twitter become part of the field of Marketing and advertaisment.
When the customers are the ones who play a main role on the demande, “The “Make Me Want You” Era” came. Margaret Jessiman (2015) claims that this era came thanks to the empowerment that regular individuals acquired in the stage of time, that Jessiman determinates as the previous one; “The Social Era”. In this Era, Social Media and exchange of information between users allowed them to introduced current Marketing terms such as “trending topic”.
In the last part of this evolution called “The Authentic Era”, brands are “no longer only focused on achieving visibility on social media” (Jessiman 2015), but on underlining the relevance of the use of consumer´s voice or the broadcasting messages. The aim of this change is to “convince today´s resourceful consumers” (Jessiman 2015). Nevertheless, it could be interesting wondering about how this rapidly process of change continues. Thus, the same author answers this question by taking an overall perspective
“Visuals and personalization aren’t going anywhere. In today’s fast-paced, highly distracted world, it’s a good bet that marketing tactics will take an even more visual spin, with brands leveraging vehicles like Instagram and Vine to engage users with highly personalized content anduser-generated images. “(Jessiman 2015)
On the other hand, María Elena Moré (2012) discriminates six stages in the marketing strategies history, including a previous one when marketing had not appeared yet as itself, but it was implied – taking a contemporary perspective -. The author expounds this six periods in her Blog “More tan Broading” and looks at the The Journal of Marketing (July, 1951) to base its following proposal:
The Trade Era, The Production Orientation Era with the industrial age and Jean-Baptiste Say’s famous remark: “Supply creates its own demand.”, The Sales Orientation Era after the Industrial Revolution, and when competition grew, and thridlyThe Marketing Orientation Era from the second half of the 20th century. Moré (2012) included the last two eras according to publications such as Don Peppers (1951):The Relationship Marketing Era, The Social/Marketing Era
Moré (2012) finds relevant to underline in the Relationship Marketing Era, authors such as Martha Rogers and Philip Kotler, as they were instigators of the importance of creating bonds between brands and consumers, considering that “the cost of attracting a new customer is estimated to be five times the cost of keeping a current customer happy.” (Kotler, 1997)” As a conclusion, Moré (2012) proposes in a clear sentence the breathtaking development marketing have suffered until now: “stemming from a company’s need to set itself apart in a crowded marketplace.”
In order to take in the practise of the theory, and as a conclusión, the following example of current marketing techniques in the field of Pharmaceutical marketing in 21st century is going to be exposed. Nowadays, industries such as the Pharmaceutical, have modern marketing techniques, and Smith M.C. (2002) trace them in a clear and squematic secuence of point that are worth while to pay attention:
“For ease of understanding, it can be divided in two sections:Traditional pharmaceutical marketing and promotion: techniques and tools. Pharmaceutical marketing in 21st century: latest techniques and tools in global village. Continuous Medical Education (CME). These days this tool of pharmaceutical promotion is very popular by which pharmaceutical companies use educational events for their marketing purpose by investing on physicians or opinión leaders paid as speakers, education events, lectures excursions i.e. national excursions for participation in conference/seminars and symposia, foreign excursions for participation in conference/seminars and symposia. Industry gets doublé benefit from CME programs. At one end they oblige their customers (prescribers) and as return get increased prescription. In the other end they promote their image as a responsable organization of the ociety to use corporate social responsibility (CSR) concept. “(Smith, 2002)
– Jessiman, M. (22 de Sept de 2009). Then & Now: The Evolution of Marketing Tactics and Visual Content. Recuperado el 2 de nov de 2015, de http://wayin.com/insights/then-now-the-evolution-of-marketing-and-visual-content/-M Vilijoen, J. B. (2005). The Use Of Technology In Customer Relationship Management (CRM). South Africa: University of Johannesburg South Africa.
-Moré, M. E. (30 de April de 2012). More Than Broanding. Recuperado el 2 de April de 2015, de http://morethanbranding.com/2012/04/30/the-evolution-of-marketing/