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August 16, 2022

The Evolution of Marketing

The Evolution of Marketing

by Simone Renzi / August 16, 2022
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This post is also available in: Italiano (Italian)

In the world of Marketing everything is connected… Technological innovation changes people’s lifestyles, Marketing acts in search of the new needs of people who buy new products and that stimulates companies to produce other, more advanced products that will again change their lifestyles. As you can see, it is a circle that will never find an end but increases in quota with each shift. The share is represented by evolution therefore we can say that we belong to a continuously evolving system that manifests different needs each time.

Marketing must act to advertise a product by finalizing it for sale therefore Marketing is also constantly evolving.

Although a good Marketing strategy should be implemented by following as many channels as possible, over time the return on investment on these channels is modified according to people’s response.

We are moving more and more into Inbound Marketing

30 years ago Inbound Marketing often manifested itself through word of mouth, yellow page ads, billboards and all those activities related to offline marketing. With the advent of the Internet, these practices have gradually shifted to more fertile and more frequented ground, giving birth to the strand of Online Marketing.

We often hear about Online Marketing, Offline Marketing, Inbound Marketing, Outbound Marketing… This can be confusing. Let’s set the record straight.

The set of actions aimed at presenting a product to a larger or smaller audience of people, of which sales is the natural corollary takes the name “Marketing.”

Marketing can in turn be divided into subcategories: Offline Marketing and Online Marketing is the first fork in the road.

Belonging to the subset of offline marketing are all those activities that do not make use of the Web as a tool for product advertising, for example: leafleting, mailed advertising letters, billboards, calls, door-to-door presentations, etc.

It is part of the sphere of online marketing everything that is implemented by means of the Web: advertising on social networks and search engines, but also Mail Marketing campaigns, SMS Marketing, WhatsApp campaigns, etc.

Offline Marketing can implement both Inbound Marketing and Outbound Marketing strategies, while the online sphere mainly produces Inbound Marketing strategies.

Aggregators

In the field of Digital Marketing, we take advantage of so-called people aggregators, that is, all those sites that have generated a very large user base over time. For those interested, I am attaching the datareportal.com global report showing the use of the Internet, social and search engines around the world.

With billions of connections and searches every day, it is automatic that the holders of these platforms have begun to structure strategies for Stakeholders.

Search engines have implemented the ability to make sponsorships based on searched keywords, while social has moved toward post sponsorship strategies with different purposes: increasing the Fan base of the page, producing leads interested in the sponsored product/service, etc.

In none of these types of campaigns do you start by calling someone, you simply offer the information technology of the products you are selling while waiting for the customer to call or to release his or her information with the purpose of being contacted again.

The interest

It is clear that unlike outbound marketing which involves randomly contacting people to present services that most may not need, in inbound marketing and specifically Internet lead generation, we get contacts from people who have deliberately requested to be contacted probably because they have a need for the product/service we are offering.

This kind of investment is an investment that on average promises better results, also in light of the fact that, especially on Social Networks it is possible to specifically define, not only the category of people receptors of the advertising message but also their interests.

If I am a restaurant owner, I can target my message to all those people who have shown interest in Food & Beverage for example.

When you think about it, this is a big breakthrough in the marketing world. Think about the distribution of flyers? Wouldn’t it be nice if we could only distribute flyers to people we know show interest in the business we are advertising?

If you need a Marketing Consultancy contact us we will be happy to study with you the best system to increase your earnings.

Simone Renzi
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