Shift in marketing
By: jivingjustin | Posted: 04th June 2009
In the older days, marketing is a much simpler process where consumers do not have many choices. During those times, consumers only need to choose from brand X, Y or Z. There are not many brands to choose from back in the old days. Therefore, making a choice is easy for them. When they choose a brand, they will keep on using the same brand for a long time because they love and trust it. Then, they will start sharing what they enjoy to the people they know. But remember, they got their products from convenience store or supermarkets. With their sharing, a one -to-one recommendation occurs. This is known as the Word Of Mouth Marketing.
As time goes by, the mass media experience a big revolution because of the improved technology. Since that, the mass media invaded and consume the people in front of the television, the people hearing the radio or even the people reading the newspaper or magazine. There was even a section on TV called Primetime. It is known as the golden hours for television. Only the best TV shows will be aired during these hours and the advertisements aired during the commercial breaks will have the most people seeing it. Back in 1965, 80% of television was exposed to these advertisements with only 3 60 seconds TV ads. It was easy to get the message to the consumers at that time. Companies employ advertising firm to create a commercial and most importantly, exposed their brand name in the advertisement so that the audience at home sees it visually and hear the sound at the same time. After a series of exposure to the ads, consumers will even be thinking of the brand they see sub-consciously.
As time changes, people are now working more hours and have less time on TV and things turn to the internet for exposure. As globalization occurs, our world is becoming a more knowledge-demand society. This is all because life is not so simple anymore. For a normal person today to purchase a product, they will tend to try it to see if they like it or enjoy it before taking out their wallet and pay. Therefore, advertisements are overloading as a result for the demanding knowledge. An average person is exposed more than 1000 advertisements every day. Even choosing which supermarket to go might be a dilemma. And this is not including all the brands that they have access to in the market itself. For a shampoo product for instance, they might have to make a decision out of 30 brands. This creates a complex activity in the brains of the consumer. Therefore, the shift in marketing is an ongoing phenomenon that we all have to face. To buy a single product today, people have to try it, see it, test it.
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Tags: word of mouth, long time, advertisements, brand name, consumers, globalization, word of mouth marketing, brand x, convenience store, tv ads, supermarkets, time companies, advertising firm, tv shows, commercial breaks, improved technology, time changes, mass media, primetime, best tv