How society affects marketing | Laissez-Passer
How society affects marketing
Marketing went through numerous phases of development in postwar Germany. While product orientation was at the fore in the 1950s, the competition was at the fore in the 1980s. Starting in 2010, there was a clear focus on the internet. Social developments always set the pace.
Marketing Through the Years
Marketing has changed enormously in the last few decades. The strict product orientation in the 1950s was followed by the commercial orientation, the market orientation, the competitive orientation, and the environmental orientation. The way an advertising message is transmitted has hardly changed over the decades. Classic forms of advertising still exist, such as television and radio spots or newspaper ads, but digital media has become a driving force since the turn of the millennium. Influencer marketing, social media marketing, or content marketing are forms of advertising that only emerged with the growing commercial importance of the internet.
Marketing as a mirror of society
Marketing is always a mirror of current social values. In the postwar period and during the economic miracle, the focus was on the satisfaction of material needs; Today, issues such as health, ecology, and sustainability are of great social relevance. The protection of the climate and the environment and the associated sustainable lifestyle, gender equality, the advancement of digitization, and, last but not least, the crisis of the crown determine the current social discourse. Seasoned marketers must adapt to this change in values because they know that they cannot successfully execute marketing campaigns against social trends.
Modern Forms of Marketing
The triumphant advance of online marketing with its many variations and ramifications began about a decade ago. The virtual space of the Internet became a playground where marketing strategists could let off steam and try new ways. Among other things, modern forms of advertising such as influencer marketing, social media marketing, and content marketing have emerged.
In addition to the many ramifications of online marketing, completely new strategies have also been established in product marketing. Take guerrilla marketing, for example, this creative form of marketing attracts consumers emotionally. Surprise effects and fun promotions attract attention and anchor the product in the consumer’s mind. Typical forms of guerrilla marketing are flash mobs in the pedestrian zone, hanging from the facades of entire houses, and the projection of images or videos on a large scale in public spaces like using Digital Marketing Agency Ct.
New Challenges for Marketing Agencies
Marketing agencies face the great challenge of targeting potential customers with contemporary advertising and not overwhelming them. On the one hand, most people perceive technological progress as an advantage, on the other hand, it increases overstimulation. For most people, the smartphone has become the most important daily companion. Retrieving messages, maintaining contacts on social media, posting photos, and replying to emails between these processes are repeated in a different order every day for many people. In this state of permanent overstimulation, consciously or unconsciously, the need for guidance and clarity grows. Among other things, this is a starting point for marketers to use this basic need from an advertising point of view.
Marketing agencies must be able to recognize social trends and draw the correct conclusions for their own work. Those who can flexibly react to social developments can develop promising marketing strategies in time to exploit the existing potential.