ESSAY: THE FUTURE OF MARKETING IS ALREADY HERE

Nowadays, the world is facing the new reality of selling (or buying), and marketers are
the head of the whole process, starting by creating long-term relationships with
customers that can see the enterprises as friends and products as solutions, corporations
and sellers have been always working with that goal, but today, the whole process is
automatized. Some people say that it is a fraud, but then how did we get here? When did
we start to trust a message that makes us feel good while is convincing us to go shopping?
Is it as “bad” as it sounds?

The antique of marketing as a practice has not an exact origin. Even when people were
trading products for another item, there were some tricks to make yours seem more
attractive, to make it seem like something the other person needed. For example, the
packaging used to be painted and decorated with different figures to call attention in the
market towns, beautiful women would use the cloths in order to make them seem nice, at
some point advertising started to be a thing that big producers started to do, an so I can
go on and on telling the way marketing has always existed somehow.

I wonder if technified marketing started with companies sending letters to their

customers to incentive shopping (one of the things that brands do with e-mail nowadays).
But the truth is that whatever they started to do in the past worked, worked that much to
the point of becoming a science, something that we are able to study from the roots and
reapply with the new tools we have in our power.

According to Robert, C.: a seller of fish sauce in Pompeii, year 35 C.E, labelled its
products containers with the name of the shop, due to the high recognized product
quality. The same thing happened with liquors as wine. Personally, I think that branding
kind of shows the human desire of “marking” territory, to claim what is ours, and in the
latest years we have taken it much too far. Brands would mark people if they could in
order to have publicity, (which is something they kind of do putting big logotypes in
clothes).

The human in history has always had that desire of owning the world for itself, and we
can see this fact in capitalism, where everyone wants to have as much as they can for
different reasons: the feeling of power, having a nice life quality, or just for the point that
the human being brain likes to win, it’s a biological sensation that we cannot avoid due to
the endorphins that glandules segregate but we are ignoring some other problems to
focus on ourselves and that wish. Some persons say that it is for good, but the ones that
follow their instincts to point of expending all their money without reasoning are really
harmed by the situation.
 According to the previous mentioned elements, if we analyse the way marketing has
been used during the past centuries, we can find that the main goal was the same we
have in the present, just that the method has changed and evolved too much, we have
studied the consumer with the purpose of understanding how our brain works, is there
where neuromarketing born. We like to make our customer feel comfortable, feel helped
by our brands.

The technologies play a really important role in this process too, because is with their
help that marketers do the biggest part of the process, they just design the strategy
having in account the topics explained in this essay so far, but is with artificial intelligence,
social media, and coding that the purpose is achieved successfully, giving as result a happy
client that would buy again and a sold merchandise or service. Technologies gave us the
opportunity to offer personalized CRM (Customer relationship management) and follow
up all kinds of petitions.

For multinational corporations would be really difficult to make an optimum follow up

without another element that technology brings, it is big data, allows to manage a big
quantity of information in a non-traditional way that helps to process material. Without
this tool, records would not be possible to process for industries that have millions of
clients waiting for a response at the very same time.

In conclusion, the marketing has evolved in the way is applied while keeping the goal or
main idea intact, the marketers has been collaborating with all kinds of fields of
knowledge as neurology, technology and everything able to help the customer. It Is
fundamentally important to keep studying the ways selling is a memorable experience for
every single person.

Bibliography and resources

- Curtis, R. I. (1984). A personalized floor mosaic from Pompeii. American Journal of

Archaeology, 557-566.

- Stocker, M. (2014). The Future of Digital Marketing is Already Here. Marketo Blog,
http://blog.marketo.com/2014/06/the-future-of-digital-marketing-is-already-here.html

- McKibbin, A. (2014). 4 futuristic technologies that will change marketing. Central Desktop Blog,
http://cdblog.centraldesktop.com/2014/07/4-futuristic-technologies-will-change-marketing

Andrés Felipe Argüello

Marketing y negocios internacionales