The 3 ages of Marketing

Geologic time is defined by some key features and the emergence of certain types of creatures.  In that respect it’s almost exactly like Marketing.  Although Marketing has been around in some form for a long time, professional marketing came about in the 50s.  Here’s how it goes:

Marketing Period: Carboniferous.

Engineering came up with the products and chucked them over the wall to Sales and Marketing.  Sales people got in their cars and took the message, almost literally, to the prospects and customers.  Welcomed with open arms, the customers doted on the sales people as these gods of the road were the source of all information.  Marketing did some advertising and branding, got the brochures designed up, organised events and generally supported sales people in their world.   Marketing used what channels were available to them like Direct mail and Tele-marketing but generally it was down to Sales to bring in the leads.   Marketing was content to spend time telling the world about their GOPHERS – Gongs, Offers, Products, Events, Hires, Results and Sales.

Then came the Pleistocene Marketing Period.

The emergence of the Internet and digital channels meant that customers could be approached directly and very cheaply through email, then came web sites and social media, and Marketing thought that all was good and they could relax knowing they had all these different channels to reach their customers.  Sales people carried on jumping in planes, trains and automobiles and generally acting like the dinosaurs they had become.  Things were bad, because although the channels were opening up, the customers were quickly shutting them down.  They had multiple lines of defense – the Telephone Preference Service for one, where they can stop you calling.  Then they had firewalls and anti-virus which closed down emails.  Then, if they even chose to go on Social Media they can quickly block and mute anyone they don’t want.

The problem was that suppliers were still focused on their GOPHERS.  So remember rule Number 1 – no one cares about your Gophers.

So everyone struggles.  Even customers struggle because of the proliferation of information on the internet, some of it pointless, most of it confusing and a great deal of it downright false.  Suppliers struggle because the stuff that used to work doesn’t any more.

Gophers should have pretty much died out because there was little or no interest from customers in this stuff.  But Marketing didn’t realise this because Marketing wasn’t measuring the right stuff.  Marketing was interested in ‘views’ or ‘impressions’ and the bigger the number, the better.   Meanwhile, sales are complaining about the diminishing pipeline of opportunities and CEOs were worried to the point of high stress because no one knew where the next deal was coming from.

Welcome to the Holocene period of Marketing.

OK, this analogy is getting tortuous I know but stay with me.

Something now has to change, otherwise there is going to be an extinction event involving sales, marketing and lots of businesses.  Let me roughly define the Holocene period, the next evolution of Marketing.  Out of the Pleistocene swamp emerges a creature who knows something very profound which many people have forgotten.  Our New Marketer, for it is She or He knows what drives this, and it isn’t needs, requirements or Invitations To Tender.  Oh no, what drives this is much more fundamental.  It is people, for even CXOs are people, and their desire to keep their jobs or do their jobs better; it amounts to the same thing.

Let me be really brutal.  Screaming out on Twitter or Linkedin about your latest product or service will not solve your audience’s immediate or long term issues.  Moreover, sometimes we ask our customers to make the leap from our products or services to their solution.  So here’s rule number 2 – Don’t count on that happening.

Our Shiny New Marketer (SNM), knowing what’s happening in the mind of our stressed and be-fuddled CXO, creates content that they need in order to do things better.  By doing this the SNM creates in the mind of the customer an impression that you know what you’re talking about and you’re not just after his money.  And if this sounds familiar it definitely is – just take a look at this from last century -a lesson in Marketing from 1900!

There’s lots more on Shiny New Marketing – Subscribe for more.




If you would like a quote, please fill in the form below and we'll be back in touch.

More Articles

Why you need to break away from your web supplier

Cutting ties with your current web company can be a wise decision that can bring numerous benefits to your business. Firstly, it allows you to explore new opportunities and potentially find a provider that better aligns with your evolving needs and goals. A fresh perspective can often lead to innovative

Read More »

How to break free from your web agency!

In our last blog here we talked about the need to be in control of your website, and how you know whether you’re in control or not. Now we want to talk about how, if you are not in control, how do you wrestle it back from the agency. Let’s

Read More »

Case Study – Website Conversion

Although we’re not able to publicise the name of our client all of the details are real and can be corroborated by the client, if needed. Our client had a major issue with their main website. It was built using code, by a web agency. The website looked good, great

Read More »

Are you in control of your website?

Why control What do we mean when we ask the question about being in control of your website? Fundamentally we think all small businesses should be in total control, because if you’re not then you’re at the mercy of the web agencies. Many of these web agencies are decent and

Read More »

Top 3 Website Frustrations for Small Businesses

As a small business you often face frustrations when it comes to your website. While these frustrations can vary depending on your specific business and its goals, there are three common issues that we find small businesses encounter: Lack of Visibility and Traffic: You may find that your website looks

Read More »