The Evolution of the Marketing Industry During the 21st Century
Marketing as described by the American Marketing Association as an activity or process of delivering, creating, communicating, and exchanging offerings with value to customers, partners, and the general society.
Indeed, the marketing sector has evolved significantly over the past few years. The marketing era started in the early 1950s and later transformed into a digital marketing era in the 21st century during the first decade.
Rise of Digital Marketing
Marketing in the 21st century is designed to meet both the traditional and digital channels while promoting products and services. Before now, so many organizations did not have any means of advertising aside from the normal conventional mediums like radio, television, flyers, and newspapers to reach their prospective customers.
Their major marketing concept used during that era was to focus on mass marketing campaigns to create awareness and also convince potential customers to make purchases or conversions of their products.
However, this has evolved due to the arrival of the internet. The concept of promotion has changed from outbound marketing to inbound marketing. With inbound marketing, you can facilitate two-way communication, involving the various organization and prospective customers through channels like social media platforms, search engines, emails, and so much more.
Social Media Marketing
Virtually all organizations now extensively make use of various social networking platforms to engage their target audience and influence these customers’ behavior towards their products or services for conversion.
Organizations or companies now use strategies such as the word-of-mouth strategy on social media platforms to increase their conversion rates. Social media marketing has made marketing easier and beneficial to organizations as it attracts high response rates with just little cost.
Personalized Email Marketing
The latest marketing innovations in the 21st century is designed to add value to customers as it aids in educating and entertaining customers via different social media platforms like Facebook, Instagram, Emails, Twitter, LinkedIn, and so on.
Email marketing is a popular tool that has made marketing easier. Personalized messages are sent to potential customers to persuade them to make purchases on products or services. So many organizations currently have an opt-in email list designed for their email marketing campaign.
In an opt-in email list, you’ll find the email addresses of each individual who has shown interest in a product or service by a company or organization. As a result, organizations earn a good amount of income using this tool.
As of 2019, the data and Marketing Association recorded average earnings of about $42 on every $1 they spend using email marketing. Also, the Content Marketing Institute reported that they realized about 87% of income in an organization using email marking to send personalized emails to clients still in 2019.
Content Marketing Strategy
For any organization to thrive and attract conversions in its marketing, content plays a key role in the 21st century. The most commonly used technique by small scale and medium scale organizations to reach its target audience is through search engine marketing.
As a result, you will require unique and high-quality content for your website to achieve high rankings on search engines online. One of such popular search engines is Goggle, which emphasizes high-quality content to rank websites online.
Now, the content marketing strategy is designed to aid organizations to achieve their set goals and objectives such as developing their brand’s identity or engaged their potential customers to make purchase decisions.
Traditional Marketing in the 21st Century
Even though most organizations have evolved into digital marketing, traditional marketing is still valid. Big companies or organizations still use conventional channels like televisions to disseminate adverts and attract customers.
Hence, large scale organizations still integrate both marketing strategies to create a sustainable brand image for their products or services. However, a small-scale business might not be able to afford traditional marketing, thereby leveraging digital marketing tools to attract customers.
Marketing in this era is a combination of both digital and traditional marketing, but you have to consider your marketing budget, type of product or service, and so on before you decide on the most suitable and affordable marketing strategies for your organization.
