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How To Use Lessons From The Past To Build More Modern Marketing – LightUpp

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How To Use Lessons From The Past To Build More Modern Marketing

Marketing is a constantly evolving field and it is important for businesses to stay up-to-date with the latest trends and strategies in order to succeed. One of the most well-known marketing gurus, Philip Kotler, argues that the history of marketing can be split into five distinct eras, each with its own unique characteristics and strategies. By understanding these eras, businesses can take lessons from the past and apply them to their current marketing efforts in order to stand the test of time.

The first era of marketing Kotler identified is known as the Production Era. During this time, companies focused on mass production and marketing based on wide distribution. In order to succeed during this era, businesses had to have the ability to produce large quantities of products at a low cost. Businesses today can showcase their customers from around the world in their marketing efforts, which helps to demonstrate the reach and position of their brand, as well as its ability to produce and distribute products on a large scale.

The next era of marketing is known as the Product Era. Marketing efforts at this time focused on new products and the emphasis was placed on quality. In order to succeed, businesses had to be able to showcase the value of their products to customers, which is still extremely important today. Brands can use live videos to give product tests and demonstrate the value that their products provide, which helps to build trust and credibility with potential customers.

The Selling Era is the next stage, where businesses put their focus on direct and aggressive campaigns. To take lessons from this era, businesses today should post consistently and drive the point of their marketing to users by using targeted questions. By hammering home your messaging, you make it more likely to stick in consumer’s heads.

Following this was The Marketing Era, where the focus for businesses was on filling consumer needs rather than just persuading them to buy. In our era, we can learn from this by conducting research on our target market and product reviews to find any gaps that are missed by competitors. By understanding their target market and what they need, businesses can create marketing campaigns that truly resonate with their audience.

The Holistic Era is where many more aspects of a brand or company can have an effect in the market, with a focus on the values, mission and reputation of the company. Put your brand values front and centre and make marketing that feels conversational with the audience to build trust rather than preaching at them. This can help to build long-term relationships with consumers and create a loyal customer base.

By taking lessons from each of the five eras of marketing, businesses can create campaigns that resonate with their target audience and build trust and credibility with potential customers. The key to making sure that your marketing holds up in any era is by always looking to the future while learning lessons from what came before.

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