Come with us on this tour through time and marketing where we will make several stops for observations, analyses, understandings and strategic creations; which can contribute to the development of any type of business, be it small, medium or large.
To arrive at the concept of Vendarketing we need to know the evolution of Marketing (Marketing) over time.
Currently, according to Philip Kotler, the “Pope of Marketing”, the evolution of Marketing can be divided into 5 Eras in history; moving from Traditional to Digital.
Over the years, marketing concepts and strategies have evolved and acquired different characteristics according to consumer needs.
Understanding these changes makes a big difference when it ukraine whatsapp data comes to outlining strategies, objectives, goals and actions in your company, so that your campaign is efficient and effective in generating financial results for your company.
Marketing 1.0
The focus was on the product. This approach worked for many organizations during this era because of the high demand and limited supply of products. The product sold itself. A perfect example for the era was Henry Ford, who revolutionized the production line and the sale of cars with his Model T; customers could have “any color as long as it was black.” At the time, black was the only color available and there was a waiting list for the product.
In fact, the automaker was so focused on production that national advertising ceased altogether during periods of high demand. Although individual dealers continued to place local advertisements with company-supplied branding features, Ford stopped advertising altogether between 1917 and 1923.
Marketing 2.0
The focus was on sales and customer service, as competition had increased and consumers were beginning to have more choices in the market. Supply was greater than demand and simply producing was no longer enough, and stocks of unsold products were increasing.
From the 1930s onwards, it became increasingly rare for products or services to enjoy a permanent competitor-free environment. Thus, in response to the pressures of natural selection, companies developed unique adaptations, initiating two central innovations of modern marketing: the central importance of brand identities and the emphasis on sales orientation.
A classic example of this transformation in the 1920s was Coca-Cola, which, realizing that the company was not selling as much soda in the winter, did not opt for the strategy used years earlier by Ford of completely ceasing advertising during the colder months and drastically reducing production. Coca-Cola focused on boosting sales by associating its brand with Santa Claus after researching and searching for illustrations that would appeal to consumers, creating an engagement campaign that generated sales and the birth of the iconic Santa Claus style that we know and love to this day.
Marketing 3.0
The Age of Marketing and intelligent adaptations focused on Customers. On Human Beings, with the aim of creating a better environment for consumers; generating a radical cultural transformation.
While traditional marketing focused on simply getting products in front of customers and convincing them to buy, the new approach sought to better understand consumers' needs, concerns and desires so that companies could truly make an impact on consumers' minds and stand out from their competitors.
In the 1980s, customers were in charge and companies, before producing, sought to understand consumers and prepared the marketing of products and services oriented towards customer satisfaction; the term “customer satisfaction” emerged in this Era.
Marketing 4.0
The Era of Relationship Marketing emerged and technology became an ally in connecting and communicating with consumers. The search for knowledge not only about current consumers, but also about potential future customers began.
The search for consumers via the Internet began, with certain needs and desires that could be met by a generic, customized product or one with small changes, anticipating what the consumer might be looking for.