E=mc² in Marketing: Yesterday, Today and Tomorrow

“First you have to learn the rules of the game, then you have to learn to play better than anyone else.”

Recently, the word “marketing” has crossed your attention threshold of less than three seconds, which is quite limited, and you have started to search for it. Coincidentally, the title of this article caught your attention and you are now reading these lines. Then I would say do not continue your research without ignoring Albert Einstein’s words at the very beginning. We have prepared a short but concise article to answer some widely researched topics for those with question marks such as: When did marketing start? How is it doing now? What tools were used, and what path was followed? Of course, if these questions have not even come to your mind, you can pass, but if you want to improve my general culture, it may be useful to spend five minutes!

Marketing is a concept that has existed since the beginning of commerce. In the early days, simple exchanges and local markets dominated, but with industrialisation and globalisation, brand awareness began to emerge. As consumers’ expectations increased, it became inevitable that marketing would evolve and the promotion of products became more complex. In general, brands were using print media, television, and radio advertisements to reach the masses, creating campaigns and shaping consumer perception. However, the limited measurement and tracking mechanisms in this period made things a bit of a dead end. 

With digitalisation, these problems and marketing strategies have gained a different dimension. By shrinking the world, the Internet allowed brands to become global players and reach the masses.  In this period, it became possible to determine data-driven strategies thanks to measurement and analysis tools; in other words, data analytics became a key to understanding consumer behaviour. Websites, search engine optimisation (SEO), content marketing, and digital advertising enabled brands to strengthen their online presence.

The peak of digitalisation was achieved through social media. Social media platforms such as Facebook, X, Instagram, and Pinterest help brands sincerely share their stories, value users’ opinions, and build a strong community. In this way, social media marketing has come into its own.  Social media marketing has set the new rules of the marketing game by focusing on sincerity, emotional connection, and consumer engagement.

In tomorrow’s marketing, artificial intelligence and personalised marketing will play an important role. Artificial intelligence tools will be able to predict consumer behaviour more precisely with big data analytics, make personalised recommendations, and provide an effective customer experience. 

Marketing has undergone a major evolution from the past to the present, and this change continues unabated. Digitalisation and social media enable brands to build closer relationships with consumers. Adaptation and innovation will be inevitable for future success, but knowing the basic principles will always accelerate your business and the adaptation process.