BEFORE THE INTERNET – OFFLINE
From 1900 to 1950
01
The product is presented directly to customers.
Traders use word of mouth and participate in meeting places.
Companies invest in shop signs, billboards, flyers, business cards and trade shows.
02
It is understood that:
The customer buys a state of mind to which the product and the company are associated.
The customer buys with emotion and justifies the purchase with logic.
The customer demands a promise of consistency from the company.
The customer must be able to trust the company and its values.
The customer more willingly buys a product that makes him feel part of something.
The corporate image benefits from working alongside someone you know or other brands.
Companies invest in creating a strong brand (Branding), testimonials and Brand sharing.
From 1950 to 1980
03
The company's behavior, customer service and their satisfaction are the best advertising.
Companies invest in Customer Experience, Brand Experience and Customer Care.
04
The mass media appear.
Companies invest in phone calls, mail, stickers, brochures, newspaper announcements, radio broadcasts, TV commercials.
05
More radio stations, more TV channels, more newspapers appear.
Consumers sort themselves on different communication platforms, based on their interests.
Companies invest in industry platforms and channels.
06
Newspapers, radio and TV have become expensive.
Instead of making an announcement, they try to make news.
Low-cost means are used to spread the message.
Companies invest in guerrilla marketing, gadgets, free samples, door-to-door, promoters, refreshments and dinners.
AFTER THE INTERNET – ONLINE
1990
07
Advertising banners are placed on the most popular sites.
Emails are sent to potential customers.
Merchants invest in online visibility and email marketing.
From 2000 to 2010
08
Social Networks, Marketplace and Search Engines are coming.
Sites and social pages are created to keep customers updated on their products.
Sites and content are indexed and positioned to be easily found on search engines.
Businesses invest in targeted ads (ADS), SEO, and SEM.
09
Neurological studies decipher what happens in the brain before, during and after the purchase.
Messages, content, campaigns, brand identities and products are redesigned to be more effective.
Companies invest in neuro marketing and cognitive communication.
10
The customer is intercepted at the primordial stage of the purchase: when he shows interest.
Articles, blogs, videos, vlogs, podcasts are created.
We definitively move from Outbound to Inbound marketing.
From looking for the customer, to being sought by the customer.
Companies invest in content marketing, network marketing and social media marketing (SMM).
11
People are too used to receiving emails for advertising purposes.
Email marketing changes strategy.
It changes in content and form to be more effective.
Companies invest in direct contacts with the customer, SMS marketing and interest groups.
12
The large number of published contents generates a lot of interest and many interactions with the public.
Obtaining authority and trust from customers becomes a priority.
Companies invest in community management and review management.
From 2010 to 2020
13
Influencers and Influencer marketing appear. People enjoy more trust and visibility than companies.
Companies invest in content using influencers with many followers (macro-influencers).
14
Consumers no longer trust those who are now famous and too visible.
The price of the best-known influencers has become too high.
Companies invest in influencers with a small number of followers (micro-influencers).
15
Online advertising investments exceed offline ones.
Companies are starting to produce massive doses of content.
New corporate figures emerge to create content and document, daily.
Companies invest in massive content creation.
Today
16
With the arrival of the widespread Personal Brand, Hive marketing was born.
Consumers no longer trust ads and companies.
They only believe in other individuals.
Regular people, professionals, employees, influencers and entrepreneurs build their own personal brand.
Those who are competent, authoritative and trusted in a specific sector are extremely effective in selling or recommending the purchase of a specific product to the public.
The followers turn into loyal and pay attention to the contents, because they are interested in those who publish them.
Who has a personal brand develops it with the best marketing strategies.
Engage other people, generate interest and reviews.
Every day he acquires new loyal and new potential customers for himself and for the companies he collaborates with.
Corporate marketing is partly delegated to those who have a personal brand.
It costs less, is competent and is followed by a specific audience.
Companies invest in creating personal brands for their employees and hire those who already have one.
