History of marketing and communication
The practice of marketing has been known for millennia, but the term “marketing” used to describe commercial activities buying and selling a products or services came into popular use in the late nineteenth century.
Philip Kotler, a widely recognized marketing “guru” and author of numerous textbooks on the topic, breaks down the history of marketing as a discipline into five eras: product, production, selling, marketing and holistic marketing. These eras don’t have distinct start or end dates, and the practices of each era are still in use; but their sequence illustrates the evolution of marketing as a discipline.
1900 - PRODUCT: BUILD TO USER SPECIFICATIONS
In the time of the guilds, all products were tailored to the wishes of the customer, completely personalized. The products were only made to order and there was only contact between the customer and the producer of the product. And good product sold itself. Personal contact was the most important at that time!
PRODUCTION: THE INDUSTRIAL REVOLUTION
During the beginning of the industrial revolution, the direct contact between the buyer and the producer largely disappears. Intermediaries arise, instead of the producer selling it directly to the customers, he sells it to the merchants.
The producer focuses on the production and the marketing and communication is in the hands of the merchants. During and after the industrial revolution, product thinking became increasingly important. Larger volumes were produced due to the new production methods. Competition became stronger, it is important to create more and more demand, the unique selling points (UPSs) are a fact. Because there has been more supply from different providers, they must distinguish themselves from the competition.
SELLING: 1950's
In the 1950s, competition became increasingly fierce, a USP alone is not enough to maintain market share. Major advertising campaigns have emerged, and marketing and communication are becoming increasingly important.
Conquering the market is what it’s all about, market-getting is the birth of marketing. At this time, advertising campaigns mainly consist of short-term promotional campaigns.
1960's MARKETING
Consumer marketing was born in the early 1960s. For the first time, the importance of a strong brand is noticed by the producers. They try to reestablish contact with consumers and at the same time try to keep them benefiting from the volume production. The customers have become more demanding, the longer advertising campaigns have started around this time.
1980's
Since the 1980s, producers have started to use more marketing and communication tools. For example, sponsorship, public relations, brochures / printed matter, fairs, exhibitions. Marketing and communication is not only more focused on the consumer but also on the retail sector, they are the most important factor in the success of a brand. Stores have their own marketing strategy.
TODAY: HOLISTIC MARKETING
The customer determines, the consumer is more critical than ever. It seems as if we are back in the time of the guilds. The wishes of the consumer are tracked through all kinds of methods such as bonus cards at shops, online cookies and algorithms.
The trend of personalization is a fact, whether it’s your Nike shoes, your M & M’s or even making your own product online. Sustainability and social return are just as important nowadays. We want a company to take responsibility and take the environment and people into account.
2018 - Marketing 4.0
Now in 2018 “Marketing 4.0” we are moving from traditional marketing to digital, the consumers decide, search and review. They are always online, in stores they already search on their mobiles. Recommendations from friends or inner circle are leading. Companies has to delight the costumer, take responsiblity for envirement or on social return and they need to give them information.
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