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Internet Marketing

How Has Marketing Changed with the Evolution of the Internet?

Considering how significantly practices have changed, the marketing landscape certainly isn’t what it used to be. So how exactly did we get from the earliest billboard ads in 1867 to the latest infographics in 2015? Let’s look back on how things evolved and what this can teach us about our practices today and in the future.

How it Happened

Between the late ‘60s and late ‘80s, a growing system of government and university computer networks was inaccessible to the general public. Then the early ‘90s came around. With the creation of the World Wide Web, user-friendly browsers, and Internet service providers, the super-network of networks we call the internet had suddenly been democratized on a huge scale. A new way for people to connect with one another meant a new way for businesses to communicate with their audiences. In a matter of less than twenty years, typical practices went from the intrusiveness of spam email to the dialogue-driven communities of social media.

What It Meant Then

The central characteristic that marketing through print, telephone, radio, and television have in common is the outbound approach. Most of marketing history can be distilled down to this concept. As a result, the practice of marketing before the Internet often operated on the underlying idea that a business is an isolated organization, which interacts with people of the outside world to become successful. The potential of the Internet would serve to almost entirely eliminate this dynamic as a concept and unify companies with the people they serve in direct and mutually beneficial ways.

What It Means Now

Now that social media, content, and engagement have become so central to marketing, the result is a focus on the importance of online and in-person communities. So how do we make sure these communities stay strong and allow our businesses to succeed in the future? Our best bet is to be diligent in keeping a close eye on how things continue to evolve. Understanding the means of marketing involves understanding how people connect with the world around them. In such a connected world with so much development, there’s a lot to adapt to!

Whether it’s hard analytics or insights into the history of web-based technologies, CAYK strives to understand the dynamics of marketing from as many angles as possible. If your business is looking to broaden its marketing horizons, give us a call at 403-456-0072 today!

Categories
Internet Marketing

Is Email Marketing Really Dead?

Things have changed a lot since the ‘90s, and the way we use email is no exception. Many people are quick to assume that things like social media have rendered email marketing redundant, but is this truly the case?

Out of Fashion

If email marketing was all the rage back in the late ‘90s, why has focus shifted to other resources? The short answer: engagement. In email marketing, as with most outbound marketing situations, there’s not much two-way dialogue going on between a user and a business. The proverbial “do not reply to this email” notice is pretty emblematic of this. Fundamentally, this makes the user feel as though they have little control over the experience they’re having. Social media, interactive content, and responsive web design have cast a shadow over email because they instil a sense of mutual engagement in the user experience.

Redeeming Qualities

That being said, keep in mind that not all technologies truly “die.” Certain ways of utilizing them will come and go, but you’d be surprised how well a tool can maintain relevance if you reshape it in response to changing times. A good direct campaign will take advantage of the customizability, time/cost effectiveness, and personal nature of email. A message containing pushy promotional language will of course turn potential customers against you, but the same is true for website copy and social media posts. As in any other context, well-composed and useful information is a powerful ally. Think of each email as a web page sent to the inbox of your subscribers: with good links and content, a single message can be a hub for the latest developments in your business.

Considering All Resources

It’s also useful to consider how one technology affects the potential of another, regardless of perceived relevance. From there, you can shape your strategies around the relationships between seemingly unrelated resources. For instance, when you remember how many users access their email through their smartphones — not to mention how much of our interaction with the Internet has come to be determined by mobile technology in general — you just might rethink the supposed irrelevance of this time-tested and versatile tool!

At CAYK, we strive to offer each of our clients a marketing plan that will respond to change while considering the potential of all resources. Give us a call today at 403-456-0072 to find out what we can do for you!