Marketing is a relatively new industry that emerged in the 1950s. As we reflect on how marketing has evolved through time, it’s important to highlight the pivotal moments that got us to where we are today.
At the start of the 1950s, marketing branched out beyond using print ads to promote products and services. The introduction of household TVs opened the door to a new way to market products directly to consumers. Infomercials became the norm. During this time, marketers and advertisers were using a form of marketing called Unique Selling Point (USP), which focused on a short phrase that was used across all media to solidify their product in their consumers’ minds. One of the most notable USP campaigns was Lucky Strike’s cigarettes, which centered around the tagline “It’s Toasted.” Referring to the process of heat curing tobacco leaves, this campaign created separation amongst other brands even though the process itself wasn’t vastly different. With an effective marketing strategy, Lucky Strike was able to stand out from competitors in a way that’s remembered today.
"It's Toasted", Lucky Strike
At the start of the 1950s, marketing branched out beyond using print ads to promote products and services. The introduction of household TVs opened the door to a new way to market products directly to consumers. Infomercials became the norm. During this time, marketers and advertisers were using a form of marketing called Unique Selling Point (USP), which focused on a short phrase that was used across all media to solidify their product in their consumers’ minds. One of the most notable USP campaigns was Lucky Strike’s cigarettes, which centered around the tagline “It’s Toasted.” Referring to the process of heat curing tobacco leaves, this campaign created separation amongst other brands even though the process itself wasn’t vastly different. With an effective marketing strategy, Lucky Strike was able to stand out from competitors in a way that’s remembered today.
Around the mid 1970s, the first home computer system was created. The invention of the Altair led other companies to hop on the new technology bandwagon, and the personal computer industry boomed. By the time the mid 1980s hit, consumers were focused on convenience, largely due to the introduction of the personal computer.
Around the mid 1970s, the first home computer system was created. The invention of the Altair led other companies to hop on the new technology bandwagon, and the personal computer industry boomed. By the time the mid 1980s hit, consumers were focused on convenience, largely due to the introduction of the personal computer.
As the personal computer industry developed, marketing agencies replaced USP with solution selling, which identified problems consumers faced and proposed targeted solutions. Solution selling popularized infomercials, with one of the most notable being the Lysol advertisements in the 1980s. The 90 second TV commercial depicted dirty and smelly bathrooms and the solution of Lysol. Solution selling is reflected today through quick ads on social media and other apps to gain the attention of users.
Personal computers evolved and became more user-friendly in the mid 1990s. As software was being tested in the 1980s, the Graphical User Interface emerged. This development shifted how users interacted with software, making computers faster and easier to access, causing a boom in sales. The increased use of personal computers transformed how marketers and advertisers promoted their products, shifting from traditional print media like newspapers and magazines to developing an online presence.
The age of social media began in 2004 with the introduction of MySpace. The ability to instantly post stories, pictures and videos online revolutionized how people communicate. In a study conducted by Global WebIndex, it is estimated that around 58.4% of the world uses social media today. With access to businesses, news and connections, social media has proven to be the ultimate way to stay in touch with reality.
The age of social media still reigns today, with companies using it to their advantage. With platforms like LinkedIn, Facebook, Instagram, Twitter and Tiktok as the Fabulous 5 for digital marketers, the audience reach and exposure for brands has greatly increased. Between paid and organic posts, social media allows marketers to reach a targeted community to drive leads, sales and brand awareness. The introduction of CRMs like HubSpot elevated social media marketing to the next level, allowing users to schedule social media posts ahead of time, manage comments and replies and post on multiple platforms.
Learn more about Hubspot’s Social Media Management System here:
https://www.hubspot.com/products/marketing/social-inbox
As technology evolves, it’s clear that the marketing industry evolves with it. With digital marketing already relying on softwares, as these mature, the marketing industry will become more refined. So where will marketing be in the next 10 years? With companies like Google preparing for a more mobile future, marketing will depend on the content that supports a mobile world. This includes longer, more descriptive SEO keywords, formatting websites and content to be more appealing on mobile devices and the implementation of videos. As technology continues to innovate, digital marketing is here to stay.
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