How businesses market themselves has changed over the past 3,000 years. Plus we have seen a major shift in the past 20 years. But in the end, businesses still use even the oldest of all marketing methods today. While some people may find the older marketing methods dated, there is a place for all of these in your business marketing arsenal. The key is understanding how to maximize each of the marketing methods’ return on investment.
Take a look at our walk through time and see when each of these business marketing methods sprang to life.
8th Century BC – Word Of Mouth – The first known businesses open in India. There weren’t a lot of options back then. Businesses had no other option than to rely on word of mouth without the benefit of social media to market their wares and services. Word of mouth via referrals and social media continue to be major sources of business.
1605 – The First Newspaper – A German newspaper is widely credited with being the first. Advertising for local and national businesses soon followed. Businesses still today use newspaper advertising to market their companies. Newspaper ad revenues were still over $15 billion in 2018.
1663 – The First Magazine – Also German, Edifying Monthly Discussions is considered the first example of a modern magazine. Businesses continue to this day to use magazine advertising to market their companies.
1835 – The First Billboard – The large format American poster (measuring more than 50 square feet) originated in New York when Jared Bell began printing and posting circus posters. According to the Outdoor Advertising Association of America, there are over 350,000 billboards in the United States today.
1835 – The First Direct Mail Campaign – the American Anti-Slavery Society (AAS) took their campaign to a new level with what could be called the first use of a direct mail campaign. The Society, founded two years earlier by Arthur and Lewis Tappan of New York, mailed a number of anti-slavery newspapers and printed materials to religious and civic leaders in the south. They selected names from newspapers, city directories, and other published lists.
1922 – The First Radio Commercial – AT&T ran the first-ever radio commercial on the radio station WEAF in New York. There are over 15,000 licensed radio stations in the U.S. today running millions of commercials that market many businesses.
1941 – The First Television Commercial – It was a short, simple spot for Bulova Watch Company that ran during a Brooklyn Dodgers versus the Philadelphia Phillies game at Ebbets Field in New York. The commercial cost the company just $9: $4 in air charges and $5 in station charges.
1971 – The First Email – Sent by computer engineer Ray Tomlinson in 1971, the email was simply a test message to himself. The email was sent from one computer to another computer sitting right beside it in Cambridge, Massachusetts, but it traveled via ARPANET, a network of computers that was the precursor to the Internet. Today the average business person receives about 90 emails per day.
1991 – The First Website – The first web page went live on August 6, 1991. It was dedicated to information on the World Wide Web project and was made by Tim Berners-Lee. It ran on a NeXT computer at the European Organization for Nuclear Research, CERN. It outlined how to create Web pages and explained more about hypertext. Today there are over 1.7 billion websites and companies are generating business from their websites every day.
1998 – Google Launches – The Google company was officially launched in 1998 by Larry Page and Sergey Brin to market Google Search, which has become the most used web-based search engine. Page and Brin, students at Stanford University in California, developed a search algorithm at first known as “BackRub” in 1996. Today Google’s search engine processes over 3.5 billion searches every day. Businesses that are more visible in search can market their services and generate qualified leads daily
2000 – Google AdWords Launches – AdWords was actually Google’s second advertising program. The first, called Premium Sponsorships, launched just months before, in August 2000. A direct sales team sold the premium sponsorship ads on a CPM basis. The premium ads appeared in the top spot in the search results, while the AdWords ads ran in the right rail. In a matter of a few years, the AdWords self-serve system subsumed the premium program. Today businesses spend over $116 billion per year on Google Ads to market their business.
2007 – Facebook Ads Launches – Facebook launched in 2004 as a college platform. Once they opened the doors to the general public in 2006, their audience grew very quickly. Facebook Ads was how they would monetize their audience. Facebook’s advertising revenue grew rapidly as businesses found Facebook Ads were a great way to market their services. Facebook’s advertising revenue in 2018 exceeded $55 billion.
Marketing your business today can be challenging. There are so many options. They all have their pluses and minuses. If you need help determining the best mix for your business, call us at (973) 770-4668 x101, we can help.