Connecting Marketing: Through the Years!

With time, Marketing has developed drastically by all means, ways and definitions.?Don’t agree?

Okay.?Let’s rewind a little.

According to etymologists, the word first came around in dictionary in sixteenth Century but then it evolved, evolved and more evolved.

As Branding, particularly Advertising is the most conventional & pertinent mode of marketing. So let’s take this one into our small reading!

And yes, Don’t worry! We will not go back to 16th century ;) .

?But we will be definitely diving into the last few decades.?

Let's start with 80s :)

1. This 1980s Print ad is promoting features like Fragrance, Freshness, Cleanliness by targeting & connecting on the issues of their customer and then solving them.

(Image source : OldindianAds)

2.The brilliant 1983 Porsche (Le Mans endurance race) ad made a mark??by being very inventive for making a connect using an element of Honesty with a dash of sarcasm.( Well played Porsche! )

(Image source : Autoevolution)

Around same time period, you will find ample of great print ads from the most famous names like KFC, Burger king, Pepsi etc. using the emotional connect to position themselves in the market.?

Now, Let’s fast forward. ?

3. Colgate floss recent ad showing Kiwi. Just see how smartly & instantly they connected to the audience by only showing half cut piece of Kiwi!

(Image source : Bored Panda)

There is no dearth of compelling and intelligent ads in the history of marketing. I just picked different timelines and different products to understand the basic outline, (considering the transition process) and sussed, they all connected well with the respective target audience .

Now, I know and heard a lot that it is all about creating Perception and some of you are really gung-ho about this concept and believe me, so was I! Until this thought came in mind – Perception is all good but how one forms or creates that Perception? May be by focussing on establishing the Connect first ? Maybe using that Connect, one magnificently engages to establish the perception!?

Going Further, let’s take a look at my favourite category – Some Old & New TV commercials?

4. Cadbury Dairy Milk & Cricket are Back Commercial

?I am sure a lot of you will feel nostalgic seeing the ad which came up in 1994, became an instant hit and considered as most iconic ad of all times. But How did they do that? Perhaps by combining?Cricket - a big thing for India then (well even now) with Bollywood like picturization & using this tag line - “Asli Swaad Zindagi ka” – The real essence/goodness of life.

And Bang on!?

They formed an instant connect with the viewers saying that chocolates aren't just for kids but for everyone as it is the celebration of life moments that counts not the age!?Not to ignore Shankar Mahadevan’s beautiful & lovely melody in the background :) .

(P.S - If you haven’t seen the ad yet, please watch)

5. Dove Real Beauty Sketches Commercial - Dove

This one is my personal favourite.

Around 2013 , Dove earnestly made such a beautiful video by making a connect on persona marketing about how women see themselves and others see them.?It was viewed more than 114 million times & shared approximately around 3.74 million and has around 69 million views on YouTube. (And I truly believe, this deserves more praise ) .

The way they have made a stupendous effort to connect to the audience on the thought of beauty perception is just at par. As The Daily Telegraph says – "It's thought provoking!"

(P.S - If you haven’t seen the ad yet, make it a first thing to do - highly recommended !!!)

At the same time it's beautiful & remarkable to see how transition has happened in the makers, audience as well as in the market over the years . For example, from being Product centric to making an ad where there is no talk on the product!

Same goes for next one :) .

?6. You can't stop us - Nike Commercial

This latest ad by Nike which came in 2020 is connecting through the message to unite the world, creating a healthier & better space with the tagline – You can’t stop us. This is frigging awesome!

Not to forget – their provoking storytelling and captivating editing. A Big shout out!!

With time we have moved from print ads, TV commercials to the age of Internet, Smart phone (with so many different platforms like Facebook, Instagram etc.)?and now Big data and hence, the conduct and process of branding, marketing or let’s say, the complete components of Integrated marketing have changed so much. There are just so many ways now– affiliate marketing, influencer marketing, email marketing, social media marketing etc. etc.

But don’t you think the basic need of any Marketing Process is simple – To strike a Connect?

I deliberately used different styles , different times and some unconventional ads. And found they were a success or made a rock-solid impact, may be just because of one single thing – they were able to CONNECT! They spoke .

Simply saying , I agree Perception is important, Influence is important, creating good Noise is also cool but, shouldn't they have a common goal ? Because in the end, If you are not able to form a Connect??with your audience, don’t you think the job is incomplete?

And maybe that’s why Content marketing has become a huge hit in recent times as it gives that space of comfort to connect .

?As Philip Kotler said “We observe companies that increase their focus from products to consumers and then towards the problems of humanity.?Marketing 3.0?is the stage in which companies evolve from focusing on the consumers to focusing on humanity and where the earnings are balanced with?corporate responsibility"

And I couldn’t agree more. Let's say.... something like Home - Yulu / Yulu: Overview | LinkedIn .

Perhaps, it's time to re-evaluate! At least, I see no harm doing so. :)