We launched our first MarketAble in June and had some great conversations around the new rules of online marketing. We started with a small, but important glimpse of the past.
First up…the history of advertising…
Advertising has ancient roots and many would argue that it started long before media came along. I like to attribute early ads to the good ol’ newspaper days...back when newspapers were the first (and many times only) way that people received news. Shop owners, companies, and independents realized the opportunity and began to develop basic ads targeting their customers.
Back then, Dad got the paper first (usually over breakfast), then Mom…and eventually the kids were allowed to read the “sacred paper”. As you can imagine, the experience was static, but it worked because there were no other mediums.
Then…along came the radio. Radios marked a shift in American culture. For the first time, families were brought together around a common interest that was far richer than any experience they could imagine. The one-hour of nightly radio put companies on the map…as an experiential medium bringing stories, comedies, tragedies, and yes …oral ads…to life.
But it was not print nor radio that gave us the "Man Men" days. It was TV. As you know, with the invention of TV, the visual and auditory experience gave advertisers a whole new way to communicate their products. This far richer experience gave advertisers authority. The kicker? Consumers believed what they saw.
Wait…butter is good for you?
Eventually, though, all the hype wore off and pretty soon, consumers became desensitized. The game became “spray and pray”. Shoot out a bunch of messages and see what sticks. This came at significant expense, with companies being unable to track or measure any results. Are sales rising due to seasonal, economical, commercial, or advertising factors? Or both? But soon…it all began to change.
Enter: the Internet...and with it, an entirely different approach to buying, thus an entirely different approach to advertising. Even more importantly, marketing became less about sales and more about relationship.
Why is the history behind advertising important? Because the killer marketers today do not advertise. Don't believe me? Who do you buy from online? Think about it...are you drawn in through ads? I'm guessing no. The job of a marketer (or a freelancer/small businesss owner marketing for herself) is not to advertise...its to bring value. More on this next week!
Stay tuned to learn about the empowered user and (how to reach her) online.
Here at Blue Ocean, we celebrate the life of the freelancer by running a full-amenity co-working center in the Land of the Big Sky…Bozeman, MT. We would love to connect with you! Get in touch here.