How marketing has changed over the last 20 years

Marketing has undergone a dramatic transformation in the past two decades. I studied marketing in the early 2010s, earning a diploma, a postgraduate qualification, and a degree, so you’d think I’d be an expert, right? Well, not exactly. The world of marketing doesn’t stand still, and as a marketing consultant, it’s my job to keep up with the latest trends and tools. I know not everyone has the time to do that, especially if marketing isn’t your primary focus. So, to help you out, here are a few examples of how marketing has evolved over the last 20 to 30 years.

Mass vs. personalised, a.k.a. quality over quantity
I wish I could say mass marketing is completely in the past but some brands are still lagging behind. How many times can I ignore a flyer for plumbing insurance before they realise I’m not interested? Nowadays, brands are increasingly building databases by asking customers to sign up for newsletters or provide their contact information at checkout. This, along with purchase history, allows them to target customers more accurately based on their behaviours, preferences, and needs.

Personally, I’m far more receptive to marketing from a brand I use and trust, rather than one bombarding me with random ads. There’s also a wealth of data to suggest that other consumers feel the same way.

Manual vs. automated
AI is no longer reserved for big businesses, it’s now an effective and cost-efficient way to expand marketing efforts without growing your team or budget. CoLab Marketers Co-founder, Lottie, shares five ways you can leverage AI in a recent post.

Marketing yourself vs. selling what your customers need or want
Even if you have the perfect product or service, unless you truly understand your customers, you’ll be offering them a broad overview rather than a targeted solution. Let’s take an organic skincare brand as an example, instead of saying “Skincare for all your daily needs”, you could be more specific using customer data and target someone who’s purchased products for under-eye bags before with “We’ve just launched a new night cream to help tackle those bags under your eyes”. That will immediately stick out to the customer as opposed to an email which could be from any brand. 

Embracing digital marketing 

Social media apps provide a whole new layer of marketing, but one thing that’s important for businesses to realise is that a lot of apps are now evolving into e-commerce platforms as well allowing you to market and sell in one place (TikTok shop for example).

Creating your own content vs. user generated content 

We’ve talked about this before and it remains relevant. Many brands in the digital space now rely on, or even hire, influencers and content creators to try their products or services. These creators then promote the items within their own (massive) networks, adding an authentic touch to the campaign. And don’t forget the power of word-of-mouth marketing, which is still one of the most effective methods. You can read more about this in our blog,  ‘The 5 most cost effective marketing strategies’.

Purpose-driven 

People are looking at more than just your product or service. Where do your products come from, what are the ingredients, who are your partners and suppliers, do you support any causes? This is one small but important way to add meaning to what you’re doing and reach a wider audience with similar values. 

What’s the big takeaway here? The world is continually evolving and so is marketing. Don’t get left behind. Stay up-to-date with the latest marketing trends so you can maximise your time and effort. If you’re a busy business owner and can’t keep up, we can help. We’re on top of all the latest trends and more. Get in touch  for a free 30-minute consultation call – at worst, you’ll leave with some new, inspiring ideas!