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Evolution of marketing: The history of marketing can • Context: Proliferation of the internet, mobile
be broadly categorized into several eras: devices, and digital platforms. This era has
fundamentally reshaped how businesses interact
1 Production orientation (Late 1800s - 1930s)
with their audience, allowing for unprecedented
• Focus: Mass production and efficiency. The belief targeting, tracking, and personalization.
was that if a product was good and affordable, it Current and emerging trends in marketing
would sell itself.
The marketing landscape continues to evolve rapidly,
• Marketing efforts: Minimal, primarily focused on primarily driven by technological advancements and
informing customers about product availability.
changing consumer expectations. Here are some of the
• Context: Industrial Revolution, high demand, major trends:
limited competition.
1 AI and automation
• Example: Henry Ford’s Model T (“Any color as • Impact: AI is revolutionizing every aspect of
long as it’s black”).
marketing, from content creation (generative
2 Sales orientation (1920s - 1950s): AI) and campaign ideation to data analysis,

• Focus: Aggressive selling and promotion. As personalization, and customer service (chatbots).
production capabilities increased, supply began Marketers are using AI to understand customer
to outstrip demand, leading to a need to “push” behavior, predict trends, optimize campaigns, and
products. automate repetitive tasks.
• Examples: AI-powered content generation,
• Marketing efforts: Door-to-door sales, print ads,
radio, and early TV commercials. Emphasis on predictive analytics for customer behavior, AI
persuading customers to buy. chatbots for 24/7 customer support, automated
A/B testing.
• Context: Post-WWI economic boom, increasing 2 Hyper-Personalization
competition.
3 Marketing orientation (1940s - 1970s) • Impact: Moving beyond basic personalization,
hyper-personalization leverages vast amounts
• Focus: Customer needs and wants. Companies of data and AI to deliver highly tailored content,
realized that satisfying customer needs was key product recommendations, and experiences to
to long-term success. individual customers in real-time.

• Marketing efforts: Market research, segmentation, • Examples: Dynamic website content based on
product differentiation, and developing products Browse history, personalized email campaigns,
that met specific customer demands. customized product suggestions on e-commerce
• Context: Rise of consumerism, growing affluence, sites.
and more sophisticated markets. 3 Short-form video content

4 Relationship marketing / social orientation (1970s • Impact: Platforms like Instagram Reels, and
- present): YouTube Shorts have made short-form video
• Focus: Building long-term relationships with a dominant force in content consumption and
customers. Loyalty and customer retention marketing. It offers highly engaging and digestible
became paramount. content for quick consumption.
• Marketing efforts: Customer relationship • Examples: Viral challenges, product
management (CRM), personalized communication, demonstrations, behind-the-scenes content.
and focus on customer satisfaction beyond a single 4 Influencer marketing evolution
transaction.
• Impact: Shifting from macro-influencers to micro
• Context: Increased competition, globalization, and and nano-influencers, focusing on authenticity,
the recognition that retaining customers is more niche audiences, and genuine connections.
cost-effective than acquiring new ones. This era Consumers increasingly trust recommendations
also saw a rise in companies considering their from relatable individuals.
social and environmental impact.
• Examples: Brands collaborating with smaller
5 Digital marketing era (Late 1990s - Present) content creators who have highly engaged

• Focus: Leveraging digital channels and communities.
technologies to reach and engage customers. 5 First-party data focus
• Marketing efforts: Websites, email marketing, • Impact: With increasing privacy regulations
search engine optimization (SEO), pay-per-click (like GDPR and CCPA) and the phasing out of
(PPC) advertising, social media marketing, content third-party cookies, marketers are prioritizing the
marketing, e-commerce, and data analytics.
96 Textile & Handloom: Shawl Weaving Artisan : (NSQF - 2024) R.T. Ex.No 1.8.69-71