02 Ing- Historia del marketing

The history of marketing began with the printing press in the 15th century and has evolved to our digital era. Significant milestones include print advertising, magazines, lithographic posters, radio, television, and the 4PS marketing system. The digital age brought individualized marketing tactics, the World Wide Web, spam emails, Facebook, YouTube, and Google's web analytics. Smartphones led to user-friendly mobile experiences, and digital marketing became essential. Innovation is crucial in marketing, and maintaining a visionary spirit is important for building memorable brand stories. The history of marketing is a fascinating journey that began with the invention of the printing press in the 15th century and has evolved to our interconnected digital era of today. Join me to explore the most significant milestones that have transformed the way brands communicate with their consumers. Print advertising enabled the mass reproduction of advertisements from 1450 onward thanks to Johannes Gutenberg's printing press. Later, in 1730, magazines as a medium facilitated audience segmentation and the development of more personalized campaigns. By 1839, eye-catching lithographic posters with striking illustrations and catchy slogans were captivating passers-by. From there, in 1922 came the radio revolution, which brought advertising into the homes of mass audiences with its brief but forceful commercials. In 1941, television followed, making an impact with entertaining commercials integrated into programming. By 1954 this new audiovisual medium had successfully displaced radio as the advertising pillar. In 1960, Professor Jerome McCarthy systematized marketing with his promotional mix of the 4PS – product, price, place and promotion. This organizing formula would remain in effect for decades for campaign implementation. Already at the dawn of the digital age in 1990, tactics emerged to get to know consumers in a more individualized way. A real turning point came in 1991 when Tim Berners-Lee created the World Wide Web. This opened up a promising future around the possibilities of more agile and interactive marketing, although challenges also arose such as the emerging spam emails from 1994. The so-called digital age exploded in 2004 with the launch of Facebook by Mark Zuckerberg, driving powerful word-of-mouth and previously unimaginable viral strategies. Along the way, YouTube's 2005 video marketing and Google's web analytics, which delivered valuable metrics and data, also emerged. By 2010, the adoption of smartphones made it mandatory to adapt to user-friendly mobile experiences. In 2011, the importance of producing interesting content and narratives around brands stood out, while in 2013 digital marketing was consolidated as an indispensable ingredient in any business strategic communication. These are over 500 years of advertising evolution and revolution condensed into this journey. From the printing press to the sophisticated segmentation algorithms of today's web, it is clear that innovation is an integral part of the dynamics of marketing. That is why more than accurately predicting its future, what we must do is maintain that visionary spirit in everything we communicate to continue building memorable brand stories together with people. I hope that this historical overview and the final reflections have been of interest. See you next time!