Marketing Through The Decades

When you hear the word ‘traditionally’ mentioned in an office conversation, it usually means ‘this is the way we’ve always done it.’ Watching Mad Men was fun but in today’s marketing world, reminiscing about the “good old’ days” is not necessarily a good thing.

Think about how we marketed products before the Internet. Buyers were relatively uninformed, their buying journey was fairly linear, and the marketing playbook consisted primarily of ‘interruption’ – cold calls and advertising. Before the Internet and the proliferation of online channels, traditional marketing made sense.

Then:

  • In 1920, there was 1 radio station.
  • In 1946, America had 12 broadcasting TV stations.
  • In 1998, the average consumer saw or heard 1 million marketing messages – almost 3,000 per day.

Now:

  • 14,000+ radio stations
  • 1,700+ broadcasting TV station
  • 1,500+ stories are competing in someone’s personal Facebook news feed at any given moment.

With that kind of information overload, it’s no wonder consumers are skeptical about brands, and interruptive advertising and cold calling aren’t nearly as effective as they once were.

Today’s buyers are well-informed; their buying journey is fluid and random and usually starts with a Google search. And the marketing playbook consists of thought leadership through content creation rather than interruption.  Technology has empowered consumers; they now have access to tools and information that enables them to dodge interruptive brand messages and instead seek out information when they’re ready.

Print and television/radio advertising are still with us, to be sure, but the axis is shifting, particularly with younger buyers. Millennials—those aged 18-24—represent nearly 25% of the U.S. population and they spend almost 9% of their income online, compared with Baby Boomers, who spend just over 3% of their income online, according to research. The ‘digital natives’—those under 18 who are growing up with smart devices—will no doubt do most of their searching and buying online.

The real problem with traditional marketing methods is that it’s marketing with a hammer instead of a magnet. Let Iconic Orange show you how to pull customers toward you by:

  • Creating content that answers your prospects’ basic questions and needs
  • Personalizing your messages to their specific needs
  • Reaching prospects and customers in the channels where they want to interact with you
  • Publishing the right content, in the right places, at the right time
  • Recognizing that people go through stages as they interact with your company, and that each stage requires different marketing actions

Call now for a consultation and to learn more about the power of inbound marketing!