How has Marketing Changed in the Past Decade?

The year 2000 was meant to bring many changes. Everyone would begin wearing silver space suits, flying around the sky in private space ships or on a more somber note there was the possibility of the end of the World due to the Millennium bug...

In reality none of this has happened...

But over the past 10 years marketing is one thing that has changed. Many of the changes may have seemed insignificant, but those businesses that to retain a continued increase in customers need to keep ahead of these trends.

With most households having internet access and new methods of communication with consumers have opened up to marketers. Marketers are now able to use tools such as social networking, email marketing and viral videos to target consumers. In turn this has created the possibility of 2 way symmetrical communication with consumers which in can aid with evaluations of campaigns.

Contrary to speculation we aren’t experiencing ‘the death of traditional media as we know it’ – it is true that print media has experienced a decline in its popularity but in my opinion print media will always have a place so long as the digital divide exists. Marketers must understand that there needs to be a balance and a mixture of marketing methods used.

Consumers now see advertising for what it is and are able to see through transparent campaigns. Marketers need to treat consumers with the respect they deserve and mix old methods with the new, to offer cohesive yet interesting marketing campaign.

In some ways audiences have become fragmented with consumers having higher expectations and increasing control over their purchases. This has led to a rise in the number of niche television programmes, magazines and websites. Consequently marketers have the option to target specific audiences with tailored media vehicles. Initially it could be thought that this would make marketers jobs easier, which is in part true, however it is now increasingly difficult to decide where to focus already tight resources to get the best results.

Companies now face competition on a global scale so it is even more important to take part in regular SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis. Businesses need to ensure that they aren’t lost in the crowded market place and are in customers brand repertoires.

Society has changed over the past 10 years so it would be naive to believe that marketing should have stayed the same. It is important to track and measure changes in society and make sure that your companies marketing strategies meet the current wants and needs.

If you were to take just one piece of advice from this article it would be:


Don’t sell consumers two pieces of wood when they could have a lighter...keep up with the times!


Article Written by Carli Smith


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