The art of marketing has evolved over the decades. It began in the 1950s, when people used more than just print media to endorse their products. Today, advertising is conducted on television and the Internet, making marketers more important than ever. The goal of marketing is to engage customers in a conversation about a product, service, or industry, and convert them into leads. The most successful marketing campaigns have these goals at the heart. Let's take a closer look at the various types of marketing and how they can benefit your business.
In the 1970s, customer relationship management began. Companies based their sales and customer satisfaction on surveys and front-line asking. However, advances in technology made it possible to categorize customers. In 1982, Kate and Robert Kestnbaum first introduced the concept of database marketing. Database marketing makes use of statistical methods to collect data on customers. In 1986, Pat Sullivan and Mike Muhney introduced ACT!, a digital rolodex that offered a contact management service.
In 2016, customer interaction management has become more streamlined, with more direct contact between the company and consumers. The level of interaction between the company and its customers is enhanced through the ability to respond to different forms of communication. Some consumers like to interact via email while others prefer to meet with a live person in a face-to-face setting. While some companies are able to improve their product and services, others prefer to interact with customers in a more transparent real-time atmosphere.