This has been on all our minds here at Exo. Modern Marketing. What do you think that means? Well, just like most people, I bet you think that it means \u2018current\u2019 marketing, or \u2018actual\u2019 marketing, right?<\/p>\n
Wrong.<\/p>\n
This little label of \u2018Modern\u2019 placed before \u2018Marketing\u2019 as its descriptor means anything but \u2018actual\u2019 or \u2018current\u2019. Same for \u2018Traditional Marketing\u2019: it doesn\u2019t mean \u2018usual\u2019 or \u2018conventional\u2019 marketing.<\/p>\n
For those of us who write about marketing, these misleading descriptors often cause our readers to misunderstand our meaning. Well, at Exo, we\u2019ve had enough! Let\u2019s ruffle some academic feathers here by redefining the entire history of marketing, shall we? After all, we\u2019re marketers, rebranding is our speciality!<\/p>\n
There are three main eras (brands) of marketing. The ancient, the old, and the new.<\/p>\n
When I say Ancient I mean, let\u2019s say 1836, the first time someone paid for advertising in a newspaper. 1867, first recorded billboard rental. Let\u2019s say everything that happened before 1905 when the University of Pennsylvania offered the first course in the field (It was called \u2018The Marketing of Products\u2019). This is what academics refer to as \u2018Traditional Marketing\u2019.<\/p>\n
Then we had a clumsy pre and post Mad Men type of period. The Old times. Sit, smoke, drink, and think of clever catch phrases. First radio ads in 1922. First TV ad in 1941. Systematization of telemarketing in 1950s, and so forth. Old stuff. We can even push the old stuff further in my opinion. Fledgling E-commerce in the 70s, database marketing and SPAM in the 80s, guerrilla marketing in \u201984, etc. This is what academics refer to as \u2018Modern Marketing\u2019.<\/p>\n
Then, there was an Event Horizon between 1990 and 2005. In \u201991 Integrated Marketing Communications gained academic status, 1995-2001 saw the dot-com bubble redefine the future of marketing (kinda), 1996 saw the definition of viral marketing, 2000s saw the acceptance of Integrated Marketing and the first Integrated Marketing Research Center was created in 2002. That\u2019s the time that I call Threshold Marketing.<\/p>\n
So here we are, 2011, and we absolutely need a better way to define the marketing epochs because those old names are really confusing.<\/p>\n
And what should we call the era that we\u2019re in now? Simple, we\u2019ll call it \u2018Integrated Marketing\u2019.<\/p>\n
We are in the era of Integrated Marketing\u2026 I like the sound of that.<\/p>\n","protected":false},"excerpt":{"rendered":"
This has been on all our minds here at Exo. Modern Marketing. What do you think that means? Well, just like most people, I bet you think that it means \u2018current\u2019 marketing, or \u2018actual\u2019 marketing, right?<\/p>\n","protected":false},"author":2,"featured_media":7520,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31,2],"tags":[],"class_list":["post-1527","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales-marketing-and-b2b-business","category-uncategorized"],"acf":[],"yoast_head":"\n