Evolution of Marketing

Video Transcription

So hello, and welcome to this tutorial on the evolution of marketing. As always with these tutorials, please feel free to fast forward, pause, or rewind as many times as you need in order to get the most out of the time you're going to spend here.

So we've talked about marketing a little bit, and we kind of understand what marketing is, especially advertising in the modern era. So how is it that we got here? How do we get from those dark ages of the dinosaurs with nothing but print ads, and long before social media, and Twitter, pop-ups, and things like that?

Well, what we're going to be looking at in this tutorial is marketing then. Kind of, where we came from. We're also going to be looking at what marketing is now, and we're going to be looking at the role of the marketing manager. The key terms for this lesson are going to be holistic marketing and relationship marketing.

So marketing then. Well, in the early 1900s, marketing was basically advertising. They would advertise a product, let the public know it's out there, and then they'd direct sales from the manufacturer to the actual consumer. Then at about the time of the 1950s, the marketing concept was born. Now what the marketing concept is, is idea that you go to market a product based on what it is that the customer wants first, and that first thing is going to be the most important thing. That's going to be your target, if you will.

This thing that we call relationship marketing began in the 1980s, and that was identifying a brand with a certain lifestyle, or club. An example might be Android telephones and operating system versus something like Mac and iPads or iPods. When you buy a Harley Davidson, you not only buy a motorcycle, but you become a member of a club, if you will, the Harley family.

So to define relationship marketing we're going to define that as a marketing approach that considers developing a long-term relationship more essential than immediate sale. So with marketing now, we see something called holistic marketing. Now that's a marketing approach that considers the entire business with its place in the world community as a consideration while it performs its business.

Now examples of this might be something, so a company that's striving to be the Honest Company like Ben and Jerry's ice cream. This is just the newest model that we're working with. Now Ben and Jerry's, they're big about transparency and how they package, and what their ingredients are, and they are committed to things like fair trade agreements, and also organic or naturally sourced ingredients.

The fact that makes a great product that people want to buy is also a consideration, but they strive to market themselves as an honest company and holistic marketing. Now what I thought was a good example of the progression of marketing from the 1920s and '30s and '40s up until today was this rather interesting recruiting ad I saw for the Marine Corps.

Now back in the day, you'll notice back behind the young lady there, you'll see, "If you want to fight, join the Marines." And here you can see an early attempt, or an early example, of relationship marketing, long before it caught on back in the 1980s.

The Marines were a elite club that you joined not only to serve your country, but also to hold that title of Marines. You'll notice that this particular as is advertising Women's History Month from March of 2009, and here they're trying to brand the Marine Corps as a more holistic or honest model where they're not only worried about hey, if you want to fight, but look at us, we're also considering our place in the world and how we affect women's history. Kind of an interesting approach in progression.

The next thing we're going to talk about is the marketing manager. Now, the marketing manager is-- well, it depends on the size of the company, really, what all that that job entails. But either way, whether it's big or small, these guys are the people who liaise with all the marketing, advertising, and PR folks and make sure that everybody gets on the same page. And when we're marketing a product or setting the image for the company, everyone's speaking with one voice. There's a consistency among the message.

They also ensure brand vision-- that vision about where we want to be as a company or a brand is secure, and it stays consistent throughout that marketing process. Consider a logo used in the right way, a similar voice, and the copies. When you hear CNN, CNN brings up a particular image in your mind, and usually it's that James Earl Jones voice in the background, "This is CNN." There's a consistency among the message and how that company, that brand, wants to portray itself.

You'll also hear about company's suing if someone uses their logo without their permission, because they want to make sure that that particular logo is used in a specific and correct way that reflects how they want their market, or how they want their brand, to be perceived in the market.

The marketing manager also manages the marketing plan. Everything within the plan to market that product, or that image, or that company, the marketing manager is the person who is responsible for that message in that plan and making sure it gets implemented in the way that the senior managers and the owners want to be implemented.

So what did we learn in this lesson? Well, we took a look at marketing then, back in the dark ages of rotary telephones. We also looked at marketing now, kind of how we've progressed from direct sales of advertising through relationship marketing to now with this latest model that we're using called holistic marketing.

And lastly, we took a look at the role of the marketing manager and everything that they do to ensure that the brand name and product, the message is consistent with the public. As always, I want to thank you so much for spending some time with me today, and I hope you had a great day.