Whenever you think about marketing and its strategies, what comes to mind – Advertisements, PR events, big-budgeted commercials? With so many high-tech innovations thrust into modern-day promotion strategies, it is easy to forget that this prevalent practice is a century-old concept.
Of course, those not acquainted with the history of marketing cannot decipher how the evolution of various strategies unfolded across decades. Hence, their lack of knowledge prevents them from churning well-researched and written papers on tight deadlines. Fortunately, this modern tech-centric world offers them promising solutions. To ease their workload and anxiety, they can hire a competent marketing assignment helper from Myassignmenthelp.co.uk (and other top academic help platforms).
How Marketing Strategies Evolved?
Since the 1900s, numerous marketing ploys have been incorporated by businesses globally to trigger consumer interest, create potential leads and then turn those leads into positive sales. Typically, marketing and its innovative strategies are segregated into 5 major eras.
Early on, marketing strategies were more manufacturer and company-centric. It started slow, but as more knowledge spread and competition began, the focus shifted towards the consumers.
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LET’S DIG DEEPER
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1900-1903 (Production Era)
The primary strategy during this period was to manufacture consumer-based products cheaply yet efficiently. Hence, businesses aimed to churn out increased quantities of products to meet the ever-rising demands. One classic example of the production era was the (1860-1920) Industrial Revolution.
The use of fresh innovations of that period impacted marketing and strategy formation greatly. Respective businesses could reach a much wider audience. With unceasing mass production, purchase prices dropped, and the goods became more affordable for the public!
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1930 –1940 (Sales Era)
Nearly a decade later, the marketing competition spiked considerably, compelling business runners to change their marketing tactics to gain a decisive advantage. Sales orientations came into the picture during the period (1930).
The big market players focused on their product sales without worrying too much on customer satisfaction. Hence, the strategies implemented were oriented towards promoting products and encouraging the target users to opt for their products. A classic example of sales orientation marketing was the BUY-ONE-GET-ONE offer that started during this period. Advertisement attempts using eye-catching promotions also started. Print, door-to-door, TV, and radio promotions were readily used to compel customers to buy more products than aiming to improve the overall quality to meet the users’ specific needs.
So, the strategy during this era was to boost sales volume as much as possible without aiming to establish a cordial and sustainable relationship with the target customers. This marketing strategy often left customers unsatisfied with the purchase experience.
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1940- 1970 (Marketing Orientation)
With time and per impact of their sales-oriented strategy on their consumer base, companies eventually realised they had to refine tactics. They could no longer continue solely focusing on their business needs and started understanding what their customers wanted from their products.
Hence, this began the market segmentation. The strategy mainly involved determining the issue and segmenting the specific consumer base per their purchasing needs. The last step would be presenting unique products to every customer group to satisfy their requirements! Throughout this period, marketing orientation led to plenty of research before implementation, unlike in the previous eras.
Even the promotional methods changed. Companies used less eye-catching advertisements. They would opt for more innovative promotions. Some advertisements would not even reveal the product and would illustrate a better way to live through quality products.
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1970 To Present (Social Orientation)
Many even call this period the customer relationship orientation era. Brands would develop marketing approaches focused towards social connections with the target consumers. Such strategy came in 2 variants – creating relationships through top-quality and loyalty products and via social accountability programs for the welfare of the community and environment. The evolutionary phase bridged the gap between customer’s short-term wants and the long-term impact of continual product manufacturing on the surroundings.
Sales orientation began after several companies were revealed as unethical. Those who remained started differentiating their service and products from the market competition. Innovations such as electric vehicles and others aimed to reduce carbon footprints and slow climate change. Solar-powered products were another example of this period intended to create healthier communities.
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Current Period (Digital Marketing)
Since the internet emerged in the 1990s, it created tremendous potential and innovation in brand marketing. In addition to print, mail, and advertisement avenues, digital promotions added another dimension to promotion strategists. The X-factor for digital marketing was the rising popularity of cell phones.
Customers could browse and purchase products on the go. They also had more options to pick the products that suited their wants and pockets. Moreover, if they did not have interest towards a specific brand ad, they could remove it in one click.
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