The History of Marketing

Part 2

When we last spoke, we were exploring the timeline of marketing practice, many of the principles are still relevant today. With the emergence of technologies like the first mobile phone in 1973 and computers coming on the scene about a decade later, marketing was headed into uncharted territory. With IBM leading the industry, and Apple in hot pursuit, advertising and marketing would become the key ingredient in every sector. According to HubSpot, Apple’s infamous 1984 Superbowl commercial cost a whopping $900,000 to make. 

The digital age wasn’t all bad news for print advertising though, it actually made the process easier! Newspaper ad revenue had reached new heights with $25 Billion spent on ads in 1985; this was only a few years after IBM introduced the first personal computer.

Technology continued to advance, and mobile phones were given an upgrade in the early 90s. 2G networks allowed for features like SMS messaging, thus consumers came one step closer to the smartphone experience. As computers and mobile technologies continued to develop, marketers were given an opportunity to up the ante. 1994 changed everything with one word — SPAM.

Image result for digital marketing

Giving the masses mobile access to email and the internet allowed marketers to reach their audiences anytime, anywhere. Though the reach was wide-sweeping, it was certainly a method that lacked efficiency. Keep on reading to find out how marketing was propelled into the 21st century.
Search engines like Yahoo and Ask.com came to be in 1995 and 1997 respectively. By 1997, 1.7% of the population, or 70 million people, were using the web and searching. Stakeholders saw a great opportunity to talk with the average consumer instead of talking at them. Consumer profiles became thorough and complex.

At this point, it was just too good to be true! There must be an impending computer apocalypse… right?

Luckily, we survived Y2K, and we were able to experience the holy grail of digital marketing — Google AdWords.

All of these changes and trends allowed consumers to engage with brands in new ways. Mediums like print laid the foundation of communication, without it we wouldn’t have Twitter, Facebook or E-Commerce and the list goes on. Social Media has completely changed the marketing landscape by connecting our global community.

You could be anywhere in the world, but here you are with us!

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The History of Marketing

Part 1

Advertisers have had ingenious methods of getting the word out long before the dawn of social media. In order to understand and appreciate some of today’s practices, we must look to the past. Because of its long and vast history, this article will highlight the key paradigm shifts in marketing’s journey.

It began as almost strictly outbound marketing. Merchants and salesmen would talk AT potential customers as opposed to talking WITH them. Printed advertising appeared in the mid 15th century and its considered the primary marketing medium up until the 20th century. That’s a long time! During the print era, we saw the likes of magazine ads, posters and billboard ads respectively.


As societal norms evolved globally, so did advertising mediums. Ads began making their way into the consumer home. Radio and TV airways were infiltrated around the 1920s, and by 1933 over 50% of homes in North America had radios. The radio craze allowed advertisers to take a more efficient, aggressive and constant approach to marketing.

credit: JULIEN PACAUD FOR VARIETY


And then, video killed the radio, star. The first recorded use of television advertising took place in 1941. Shortly after the rise of radio advertising, video ads began its long lasting reign. 


Let’s fast forward to what is often referred to as the “golden era of marketing.” The 60s saw a 10% drop in radio ad revenue, where as TV revenue grew 17%. Then, the 70s ushered in a new wave of telemarketing tactics, the marketing possibilities seemed endless. Increased mediums created more opportunities in advertising, allowing the industry to become rather lucrative. While all of these changes and shifts are taking place, print media finally begins to feel the pressure. After 36 years, Life magazine, a staple in traditional marketing, ceases publication.

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Digital Marketing: The Basics

In 2019, the world is almost completely digital. Though digital encompasses many practices, this series will be focusing on digital marketing and its unlimited uses. The transition from traditional marketing towards digital can be greatly attributed to artificial intelligence.

Everyone has had a piece of AI with technological advancements in smartphones, smart TVs and even smart refrigerators! Long gone are the days of manual redundancies, almost any task can be automated. With that said, we want our readers to note that robots and digital mediums aren’t replacing us, they’re making us better! It’s high time we embrace and explore the world of digital marketing, the benefits are truly endless.

By definition, Digital Marketing is an umbrella term for all marketing and engagement activities done through online media channels.

Here are a few ways in which consumers come into contact with Digital Marketing:

  1. Your Website
  2. Search Engine Marketing or Optimization
  3. Pay Per Click Advertising
  4. Remarketing (one of our favourite tactics)
  5. Automation (Email and Messenger Marketing)
  6. Social Media and Video Marketing

Think of these platforms as a way for your traditional content to reach the masses at the click of a button. The current marketing landscape has allowed small businesses to grow exponentially and has elevated customer engagement at every scale. 

Most of this consumer interaction is taking place on our smartphones and it is believed that the average Mobile screen time will exceed that of television by next year. Hence the transition away from traditional marketing. 

On average, Canadians are spending 3 hours a day looking at their phone screens (EMarketer). We imagine this statistic is DOUBLED for those more closely involved with social media and marketing. Another thing to consider is how many Canadians are looking at media for 8+ hours a day based on their careers.

We are no longer looking through newspapers to stay uptodate, consumers are no longer relying solely on flyers to get the best prices and they depend on one another more and more each day.

Digital Marketing is like a super power, a sixth sense. The methods that fall under this umbrella allow us to easily pinpoint a customer’s intent at any given time. Furthermore, it allows to control advertising costs as we are able to market our target audience alone. You can’t beat that!

Facebook Updates That You Should Know

This month, Facebook will be rolling out a new ad relevance score update that you may want to keep an eye out for as it could have a big impact on how you manage your ads. In addition to the new update, we will also be getting an updated Ads Manager interface with more simplified navigation features, a cleaner design, and a new campaign management experience.

Ads Manager Update

You will be seeing a new navigation bar, providing more space to manage ads and highlight tools that offer more insight into ad performance and reporting.

They’re also updating the campaign creation experience with a copy and paste functionality that will offer more flexibility when building ads and they’re adding an auto-naming feature that will make it faster for you to customize your campaign, ad set, and ad names.


Ad Relevance Diagnosis

Currently, Facebook uses an Ad Relevance Score (based out of 10) that tries to diagnose how relevant our ads are to the audience we are targetting. That score is being phased out in favor of three new metrics that will be rolling out by April 30th. The new scores will give us better insights into what’s working and what’s not working. The current relevance score makes it difficult to determine why your ads may or may not be performing well.

Facebook gives the following definition on their website:

“People prefer to see ads that are relevant to them. And when businesses show their ads to relevant audiences, they see better business outcomes. That’s why we consider how relevant each ad is to a person before delivering an ad to that person. Ads that are more relevant cost less and see more results. This leads to better experiences for people and businesses alike.

Ad relevance diagnostics can help you diagnose whether the ads you ran were relevant to the audience you reached. If your ads aren’t meeting your advertising objectives, you can use ad relevance diagnostics to understand whether adjustments to your creative assets, post-click experience or audience targeting could improve performance.

The diagnostics assess each ad’s past performance in the ad auction over the date range you’ve selected. The diagnostics are:

Quality Ranking: How your ad’s perceived quality compared to ads competing for the same audience.

Quality ranking explains how your ad’s perceived quality compared to ads competing for the same audience. We measure ad quality through feedback from people viewing or hiding the ad and assessments of clickbait, engagement bait, and other poor user experiences.

Engagement Rate Ranking: How your ad’s expected engagement rate compared to ads competing for the same audience.

Engagement rate ranking explains how your ad’s expected engagement rate compared to ads competing for the same audience. The expected engagement rate calculates the likelihood that a person will click, react to, comment on, share or expand an ad. Engagement-baiting (For example, asking for likes, comments, and so on) will not improve your ad’s performance.

Conversion Rate Ranking: How your ad’s expected conversion rate compared to ads with the same optimization goal competing for the same audience.

Conversion rate ranking explains how your ad’s expected conversion rate compared to ads with the same optimization goal competing for the same audience. The expected conversion rate calculates the likelihood that a person who viewed your ad will complete your optimization goal. For example, the optimization goal for a campaign with the Video views optimization goal would be 10-second video views.”

These new ranking tools are going to give us much more insight into how your campaigns are performing. What’s interesting to note is that these kpi’s will be measured and ranked against your competition. In other words, you will now know how your ads compare against similar dealers in your area that are targetting the same interests and audiences.