Intent Marketing, Then and Now [Article]
Business 2 Community contributor Brett House has published an article ‘Intent Marketing, Then and Now’ highlighting how Internet marketing has changed over time.
Brett says, “Marketing practices have always been determined by technology. Printing technology enabled the rise of popular newspapers in the mid-19th century, which allowed advertisers to target consumer audiences based on their demographics, education, political preferences and interests. Early brand marketers realized that they could differentiate from their competitors by speaking to the right audiences rather than just the biggest ones. Mass publishing eventually led to direct mail marketing, whereby companies could reach specific households based on their particular interests as reflected by their newspaper and magazine subscriptions.
Digital communication and the internet changed all of that. Instead of passively receiving marketing messages from their televisions and newspapers, consumers became active seekers of information. Starting in the 1990s, brands had a new marketing channel to leverage: the owned website”.
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