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Amber Nichols
Herzing University
BU242 – Creating Customer Value in the Digital Age
Pro. Aleesha Fraser
September 7, 2025 -
The invention of the Gutenberg printing press was a revolutionary moment. For the first time, information could be mass-produced and widely distributed, moving marketing beyond simple verbal exchange. Early print ads were basic but effective, advertising books and medicines to a much broader audience. This led to the rise of flyers, posters, and eventually, newspapers and magazines as advertising platforms. -
The advent of radio allowed businesses to broadcast their messages directly into people's homes, reaching millions of listeners. It was a major shift from print to broadcast media. Companies like Proctor Gamble used radio ads, often in the form of sponsored serial dramas, which led to the term "soap opera". This era marked a new level of mass communication and brand storytelling. -
Television became the most powerful marketing medium, combining audio and visuals to create a more compelling and memorable ad experience. The first televised commercial was for Bulova watches in 1941. TV ads allowed brands to sell not just a product, but a lifestyle or a dream, and revenue from TV ads soon surpassed that of radio and magazines. -
This period marked a major shift in philosophy. Instead of focusing on simply producing and selling products businesses began to focus on understanding and satisfying the needs and wants of the customer. The marketing concept holds that a company's success is determined by its ability to deliver customer satisfaction better than its competitors. -
The telephone became a common tool for marketing, allowing for direct, one-to-one communication with potential customers. This era saw the rise of cold calls as a common tactic to attract new business, which was a precursor to more personalized marketing approaches. -
With the proliferation of websites, search engines like Google became the primary way for people to find information online. This led to the birth of Search Engine Optimization, where marketers began to optimize their websites to rank higher in search results, driving organic traffic. This era focused on helping customers find businesses, rather than just broadcasting messages. -
The public adoption of the internet opened up new possibilities for marketing. Websites, online advertisements, and email marketing emerged as vital tools. In 1994, the first online banner ad was displayed, and shortly after, the first mass commercial email was sent. -
Platforms like Facebook, Twitter, and Instagram revolutionized marketing by providing a space for real-time engagement and community building. Brands could now connect directly with consumers, gather feedback, and create viral campaigns. This era shifted the focus from one-way communication to two-way conversations and authenticity. -
Northwestern University. (2022, January 21). How Has Marketing Changed over the Past
Half-Century? Kellogg Insight. https://insight.kellogg.northwestern.edu/article/how-has-marketing-changed-over-the-past-half-century Webster, F. E. (2005). A perspective on the evolution of marketing management. Journal of
Public Policy Marketing, 24(1), 121-126.https://doi.org/10.1509/jppm.24.1.121.63888