Advertising and marketing have been around a long time. From the days of medicine men driving cross-country in a covered wagon to Mad Men of the 1960s and today’s generation of data-driven and web marketing tactics much has changed. But the basis and strategies haven’t changed as much as we think. For a quick look, check out this awesome video via Mashable and Adobe.
For as long as people can remember marketers have tried to get their products in front of people. There weren’t a lot of tactics in the early years so businesses chose to mass market via the largest newspapers, widest-reaching radio stations or network TV. Target marketing still wasn’t a thing. But remember, when there are only 3-4 mediums you ARE reaching your target market….plus everyone else! Niche magazines and Soap Operas, publications and programs emerged to hone in on that target even more, eliminate waste and find the most engaged potential customer.
Data and research have been around as long as marketing. The amount of data and trackability of users has not. That’s really all that’s changed. Focus groups and Nielsen ratings have given way to engagement rates and web traffic. Anyone who watched “Mad Men” knows how big a deal it was to get a computer in the 60’s. But there was a lot of data being used prior to that. As the data we use becomes more reliable and accurate the delivery of advertising also does just that.
I still firmly believe that advertising and marketing consists of two major components: Data & Research and Sociologicaly/Psychology. It’s great to know the target market, downright amazing what we’re capable of doing, but if the message doesn’t resonate with the audience it won’t have the maximum results. If we can’t reach people and touch them at their core, change their behavior with our message, it doesn’t matter that we’re reaching women 25-34 who have shopped at Norstrom for sweaters in the past 30 days. Vice versa if the message is brilliant, catchy and beautifully done but the audience isn’t in the buying cycle or the intended target is missed, how effective will it be?
In 2015 we get caught up with all the data and target marketing. But there will always be a creative side to marketing. It’s how you stand out. In a world in which ads are delivered constantly and everyone is vying for that short attention span, who stands out? Not those with perfect data and targeting tactics. It’s the marketers leveraging data to deliver a perfectly suited and timed message.
The delivery on which we see and consume content and advertising has changed. What makes an effective campaign has not. There is still a balance between tactic, medium, content and data. There are more tactics, media and data than ever before. Use what the Internet, Mobile and Social have given us as marketers. But continue to find the creative solutions that resonate with your target audience. That’s how you TRULY stand out in today’s ever-changing marketing landscape.