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  • SPARC Marketing Communications

The Future of Marketing: Then vs Now

Then vs Now

In the last 15 years, the marketing industry has gone through drastic changes in recent history. The elevation of social media and the internet has helped advance the marketing industry in a great way as it was ushered into a new era of advertising. With the emergence of new marketing channels, marketing money shifted from billboards to banner ads, from tabloids to tablets and from flyers to Facebook.


One of the biggest challenges today is trying to stay relevant with the content that is produced for marketing purposes. However, this means that your content needs to be a part of the trending community. If you’re someone who refuses to catch on to that, it won’t long until your platform becomes irrelevant to your audience.

With this “new age” to marketing and the use of technology, a lot of countries decide to stick to the old ways of working, thinking they don’t need to change their way to cater to the newer advances this world sees. While that may be true in some cases, marketing is a field that experiences change every day; as a company that wants to reach out to its target market, it’s important to understand what trend your demographic desires to follow. Marketers are now not only faced with the challenge of dealing with competing brands but also need to deal with volumes of external information (whether good or bad) that their customers have access to.

The Marketing world currently runs like this: The internet > Marketing > Customer Loyalty. Companies have had no choice but to adapt their old communication models to incorporate two-way communication. One of the biggest companies today only has one main goal: to keep their customers engaged. How do you do that? Have your customers physically interact with the product or platform. It’s important to understand that customers today are more challenging than ever before. The internet has made available volumes of information, peer opinions, comparative analysis and blogs where people write about their experiences. So many times big companies need to have a creative/interactive element to their work to engage customers.

Another thing that has changed about the Marketing industry from then to now is the tone. Today, companies are aware of their image – this includes their logos, products, fonts, etc. Their tone needs to be more approachable for their customers so they feel comfortable approaching you for things. It is interesting to see how firms are dropping capitalized fonts and adopting lowercase fonts, to imbibe a feeling of relate-ability with their customers. This includes changing their logos more than once as they see trends changing along with the tone of their company. For example, companies such as Pepsi, Xerox, and Kraft have changed their logos to create a more welcoming atmosphere and trustworthy identity for themselves.

As you can see, Marketing has evolved tremendously over the last 15 years. From the importance of staying relevant in today’s world to making companies produce interactive products or platforms to understanding the role of a company's tone. This may seem like little to no progress but they all carry a heavyweight that has allowed for the marketing industry to be more open-minded towards creativity, as well as remain inclusive towards their target market. Connect with us to find out how we can help you fit in todays digital marketing world.