How Communication Has Changed Completely in Just 10 Years

 

In years gone by, we were pretty limited in the ways that we could communicate. It was only relatively recently in human history that we were even able to write things down- up until then, the only way to communicate was face-to-face. While this article won’t be delving back that far, we are going to be exploring some of the numerous ways that communication has changed within our own lifetimes. The cultural climate today has become virtually unrecognizable compared to even 25 years ago, and a lot of that is down to how much easier it is to communicate. Trends are picked up and dropped quicker than ever, as consumers can instantly move on to the next big thing the second they get bored. But how did we reach this point? Let’s limit ourselves to the past ten years or so, and examine some of the main ways that the communications revolution has come about.

In the last ten years, the biggest change we have seen to communication is that it has become a lot more immediate. Instead of sending emails back and forth from the computer, and waiting for the recipient to be at their desk before they can send a reply, most people now have got access to instant communication right there in our pockets. The very first iPhone came out back in 2007, and since then smartphones of all shapes and sizes have come to dominate our lives. Our phones are an essential lifeline to a global network, whether it’s business-related or personal. Chances are you’re probably reading this on your phone, too, as the number of mobile web users has now outstripped their desktop counterparts. Email does still have its place, but it’s been superseded by apps like WhatsApp or Facebook Messenger for faster messages that are simpler to reply to.

Not only has communication become a lot more immediate, but it’s also far more cost-effective, too. Before the rise of smartphones and video apps, companies would spend a considerable chunk of their budget on communications. If you wanted to speak to someone, you had to do so via phone or letter. When it came to doing business with clients overseas, that could prove to be really pricey, what with the cost of long-distance phone calls. Now, though, the internet has made everything so much simpler. Using software like Skype or Google Hangouts, you can easily set up a face-to-face conference call with participants from all over the world- completely free! If you have a quick question to ask, you can send an online message and get a fast response, instead of wasting time and money on making phone calls.

Finally, the changes in the methods we use to communicate have also led to a change in precisely how we communicate. Back in the day, you could expect lengthy emails about even the simplest of topics, as people felt obliged to fill the space given to them in much the same way they would with a letter. Now, though, there’s no need to do that when you’re communicating with someone in real-time, even some business relationships have become a lot less formal due to this shift in style. Conciseness is the order of the day, particularly because that ease of communication means that we often have a lot to keep on top of at once.

As you can see, the business world has been totally transformed by these changes in communication. Nowadays, things are a lot simpler and, most importantly, faster. It seems like the whole world is moving at a much quicker pace thanks to the rise of technology, so as businesses, it’s up to us to match that pace. That way, we won’t fall behind the times, and we can keep on meeting the demands of the present.

Let’s team up today, and show you just how effective that consistent approach to marketing can be!

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How Digital Marketing Has Changed in the Last 10 Years

Ten years ago, if you’d mentioned SEO to the average business owner, they would probably be left wondering what the hell you were talking about. Nowadays, though, every company needs to be a lot more tech-savvy with their marketing efforts if they want to succeed. That’s not to say that this more complex technology is a bad thing, though- in fact, it’s opened up a world of opportunities for businesses to achieve even greater results with their digital marketing. Let’s explore some of the ways that things have changed in the past decade and the benefits that they can bring to you when used in the right way.

Social Media is King

Back in 2004, Facebook was only just starting to take off. Nowadays, with over a billion active users, it’s safe to say that Facebook has come to dominate not just social media, but the entire internet. Over the same period, Twitter has also grown into an online behemoth, and both of these sites now offer massive potential to businesses. Along with the rise of LinkedIn and Instagram, businesses have a wide array of platforms to advertise and communicate with their customers. Social Media platforms allow you to interact with your customers in real-time and are a great way of carrying out targeted marketing campaigns that can bring incredible results. The rise of social media, and the amount of options out there nowadays, also give you more ways than ever to reach your audience- we’re living in a multi-channel world, so make sure your marketing reflects that reality.

SEO

Google was already implementing tools like AdWords back in 2000, but it’s only in the last decade or so that they have turned marketing on its head with their advanced ranking algorithms. They originally rolled these out back in 2004, as a way of stopping people from “cramming” keywords. By taking a more organic approach to search rankings, users are presented with more relevant results- which led to a whole new marketing industry based around keeping up with those algorithms. Search engine optimization, or SEO, has become a cornerstone of digital marketing, and those who don’t use it to its full potential are only going to end up getting left behind.

Advertising is Less Aggressive

Before the internet became such a big deal, a lot of advertisers had no choice but to be extremely aggressive in their marketing. After all, with only a very limited amount of time to grab would-be customers’ attention, and no way of knowing who they were reaching, ads couldn’t be as sophisticated as they are today. Nowadays, though, digital marketing can be used to select an incredibly precise target audience, and crafted around that audience. It’s all about creating content that is genuinely engaging, and since social media allows consumers to talk back to advertisers, things are more interactive than ever. Viral marketing is a great way of building a buzz around your brand, and word of mouth is key to success. In short, the digital era has opened up a whole new world of possibilities- it’s up to businesses to decide which of those possibilities will work best for them.

The Rise of Analytics

Possibly the most important development in digital marketing over the last ten years is the sheer amount of data available to businesses. Analytics let you see exactly what you’re achieving with each campaign, so you can determine your ROI with crystal-clear accuracy. That means you can test a specific ad to see if it gets results before you cough up a large amount of money to roll out the full campaign. This allows advertisers to constantly tweak their message and delivery methods until they’ve found the perfect balance, so it’s easier than ever to come up with the ideal marketing content.

Let’s team up today, and show you just how effective that consistent approach to marketing can be!

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Why We Love Marketing: Forging Relationships

We love marketing! One of the reasons we love it so much is because we get to create new relationships. Not only do we get to create relationships with our own clients and get to know their businesses, but we also get to help those clients create relationships of their own. There’s more to marketing than flyers and keywords!

In this article, we take a much closer look at what makes the power of relationship development possible. It’s vital that you understand why a good marketing campaign can work: it’s because it taps into relationship development.
Thanks to the power of being able to better forge relationships, you can easily enjoy a much more satisfying, solid learning experience. Forging relationships is a hard thing to get right, but if you market right then you can turn a potential customer into a customer for years to come.
All it takes is an understanding of the inherent psychology of the relationship development phase. Relationships take a lot of work to keep in place, and one simple mistake could be an end to the whole relationship. Why, then is marketing so good for forging those relationships in the first place?
Creating Friends for Life
One of the great things we love about marketing is that it allows us to use our personality. For a while, businesses traded on the ‘art’ of faceless professionalism. Marketing today, though, needs us to showcase our personalities in full.
People don’t want to buy from a corporation hiding behind a package of lies and goodwill. They want to work with people who know them, their problems and the challenges that they face. This is why marketing today is all about making a connection rather than slogans and promotions.
It’s about showing people that you can genuinely get the problem they face – and you want to help them solve that problem. It allows you to use your creative, personal side to connect with your customer and give them all the help that they need to trust that you’re honest.
Marketing allows you to make friends in ways that you simply could never do in a real-life situation. Since you need to make the person who is reading your marketing believe you are honest and trustworthy, you can really put your own personality to make that marketing campaign stand out.
One of the major reasons why marketing works so well today is that it allows you to personalise the message. Based on things like demographics, gender, industry and earning potential, we can make sure that every advert perfectly fits in with the people that best fits with the kind of business that you run.
It’s thanks to this that you can make sure that you use marketing to do something genuinely interesting. Done right, this can utterly transform the way that you work and make sure that your marketing is enjoyable. Instead of being false, you can simply be yourself!

We pride ourselves on creating excellent relationships with our clients in order to understand who they are and the message they want to give to their customers.

Let’s team up today, and show you just how effective that consistent approach to marketing can be!

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Why a Healthy Dose of Creativity Makes All the Difference in Marketing

Nowadays, consumers are bombarded with ads everywhere they look. From posters on the side of bus stops to the ads that pop up on our social media news feeds, most of us see thousands of adverts every single day. As a business, that poses a real problem- how do you ensure that your marketing efforts stand out from the crowd, and cut through all the rest to make a big impression on your audience? Well, the answer is actually surprisingly simple: creativity. Every step of the way, your marketing materials need a healthy dose of creative flair to really connect with your readers. The more unique you are, the more likely people are to remember your company- and that ultimately translates into a steady stream of sales! So, let’s take a look at the ways that creativity is an essential part of the marketing process, step by step.

First of all, the design and layout of your marketing materials need to have a lot of thought put into it. If your marketing looks just like everyone else’s, then it won’t stand out to the consumer. They probably won’t even make a conscious choice to ignore your message- instead, their brains will just filter it out as information that’s simply not worth their time. On the other hand, if you use an eye-catching design or something that’s a little bit outside the box, then you’ll really grab their attention, and they’ll want to read on to see what you have to say. Whether it’s a poster campaign, flyer, or digital and social media marketing, individuality is the key to your success.

Once you’ve got your readers’ attention, though, you need to keep hold of it. That’s where the next part of the creative process comes into play: crafting engaging, informative written content that sets your company up as an industry leader. Offering something of value to your readers is a great way of gaining their trust, which is why so many businesses set up blogs on their specialist subjects. As well as showing off the fact that they really know their industry, these blogs are a fantastic opportunity to rise above the rest. In essence, they give you more space to wow your audience, making them a key part of any successful digital marketing efforts.

Finally, that sense of creativity shouldn’t just be limited to one or two pieces of digital marketing. Instead, it needs to be a core part of your brand identity to achieve the greatest possible results. After all, wouldn’t you rather be seen as a leader instead of a follower? If you make your brand all about creativity and originality, then customers will come to recognise you as a company that goes one step further than the competition. They’ll know that you’re a business which isn’t afraid to try something new if it will achieve results, and they will therefore be more likely to take their custom to you.

As you can see, then, creativity is essential in marketing. With it, you can transform your business into a brand with a reputation for flair and originality. Without it, you’ll be seen as just another faceless organisation that isn’t worth the customer’s time. So, if you want to inject a healthy dose of creativity into your marketing efforts, and see for yourself what incredible results this approach can achieve, then the perfect solution is sitting right in front of you: us!

We specialise in creating content that really stands out from the crowd, so get in touch today, and find out what we can do for you!

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What Is Social Media Management?

Nowadays, most businesses have social media profiles. After all, it’s an easy way to put information out there and connect with customers. In previous posts, we covered some of the key benefits of social media for businesses. However, it takes more than just throwing your posts out into the digital ether to get the best results. Instead, you need to carefully consider your approach, keep your customers in mind at all times, and put out the perfect content to drive engagement. In short, you need social media management- and if you’re not sure what this is exactly, read on to learn more.

Before you actually get down to the nitty-gritty of social media, it’s vital that you have a clear, in-depth social media strategy to follow. Ideally, it will be built around achieving your goals, whether they might be increasing brand awareness, driving more traffic to your website, or ramp up your sales figures. By knowing the desired end result, your social media manager will be able to craft a unique strategy to get you there. Working from the top down, they’ll create the optimum to-do list to power your social media efforts and really start connecting with your audience. Don’t underestimate the power of social media- when done right, it can bring huge benefits to your business, so it’s important to give it the time and attention such a powerful weapon deserves.

The first thing to be done is to work on your branding and ensure that everything is clear and consistent. After all, you’ll want visitors to all your social media channels to receive the same high-quality experience, and a bit of extra brand recognition goes a long way to stimulating your future growth. You’ll want your brand to do as much work for you as possible, and that means clearly displaying your company’s USP somewhere prominent on your social media profiles. Ideally, that should be your cover photos since this places front-and-centre exactly why customers should choose you over the competition. A well-designed logo should also be your profile picture across all different channels so that it’s immediately obvious who you are.

Another key part of social media management is regularly scheduling posts so that you are always in the public eye. That way, you can get consistent results from your social media efforts and build up a reputation as a leading company within your sector. That schedule should be a part of your overall strategy, and ideally, you’ll want there to be an obvious link between multiple posts. If, for instance, you’re posting a series of articles on a weekly basis, then write on a similar theme for a decent length of time before you move on to a completely different topic. Posting in this way will keep your audience keen for more, helping to ramp up engagement. This should be a key concern throughout your social media campaign, as the best results come from encouraging your audience to actively interact with your company. After all, your business is all about your customers, so it’s up to you to work hard and keep them happy!

That leads us on to our final point- communicating with your audience is a key part of social media management. One of the great things about social media, in general, is the fact that it allows for instant communication, and this is something you must take advantage of. When customers leave comments on your posts, be sure to respond to them, to show that you are a company that cares. This is particularly important with negative feedback, as you want to demonstrate that you’re willing to take active steps to improve your services and any mistakes that might be made along the way. This is what’s known as “reputation management”, and it’s something that we’ll cover in a later blog post. For now, though, make sure that you make your social media channels a two-way street, to drive that essential engagement and start building up a loyal following of customers.

Let’s team up today, and show you just how effective that consistent approach to marketing can be!

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Which Social Media Sites Should You Be Utilising the Most?

If you want to get on social media but you have no idea what sites you should be using, then you know that you have come to the right place. Here you can find out whatever you need to know about social media, as well as getting the information you need to decide which sites you should be focusing on the most.

Narrow Down your Choices

There are so many social media platforms out there and this gives everyone the chance to connect with one another. People can share their similar hobbies, their interests and more online. The point is that there are so many sites out there and if you try and focus on them all then you won’t get anywhere fast. You need to try and focus on the sites that are going to give you the most traffic, and the top ones include LinkedIn, Pinterest, Instagram, Twitter and then Facebook.

Defining your Goals

There are so many benefits to choosing your own social media site. It is however important that you know your goals before you make that decision. The objectives that you have will help you to define what platform you need to use, and it will also define the content that you need to create as well. Social media can help you to improve your offerings. For example, if you are on Facebook then this can help you to converse with your customers and it can also help you to talk and relate to them on a personal level. It is also by far the best platform for you to resolve complaints on.

Twitter, on the other hand, is ideal for boosting your brand awareness and it can also help you to reach out to new people. Pinterest is great at advertising products if you have HD or quirky images, and as they say, a picture can speak a thousand words.

Focus on your Audience Channels

The point of social media is to try and put you in contact with the audience that is most suited to your needs. It’s not advisable for you to choose a platform that none of your customers use. If you know that a lot of your customers are on Facebook right now then this should be your starting point. If you are not sure where your customers are then there are a couple of things that you can do to find out this information. One of the best ways would be for you to conduct a customer survey. You need to try and ask questions such as what social sites they use and even what influencers they like to follow as well. By doing this, you can find out where your efforts would be best channelled and this can save you hours of time and thousands in cash.

Of course, there are so many things that you can do when you have the power of social media by your side, and by taking the right steps, you can be sure to boost your business exposure, your profit and your customer trust.

Let’s team up today, and show you just how effective that consistent approach to marketing can be!

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Social Media Content Ideas that will Build your Brand

If you have a social media page for your brand then you will understand how important it is for you to keep it current and updated at all times. This is easier said than done, but here are some helpful tips that will get you started.

Create a Series

If you want your social media presence to feel like a series of scheduled posts instead of random pieces of content here and there then series posts are a great idea. Start a series that will help you to interact with your fans on a regular basis, and you will soon be reaping the rewards. Consider having a series that covers a topic every week, or cover one big topic over the space of several weeks. If you are able to grab the attention of your audience one week, you can almost guarantee that they will want to read your posts the next week as well.

Run a Contest

People love freebies. It’s as simple as that, and by running the occasional contest, you can be sure to take advantage of this social media tool. You could ask people to share your post in order to be in with the chance of winning, or you could even ask them to post their own creative status using a hashtag of your choosing. Hashtags are the simplest way of you keeping track who has entered your contest and it won’t cost you at all to monitor this. You don’t need to run contests on a weekly basis, once a month is a great starting point, and the social media value that you get in return will be well-worth losing something from your inventory.

Host an AMA

AMA stands for Ask Me Anything. It is a fantastic way for you to really get to know your customers and it also gives them the chance to get to know you as well. This is ideal if you have overcome quite a few obstacles to get to where you are and it is also great if you want to show off your personal side. On top of this, it is very easy for you to raise awareness of your brand without being overly pushy about it. If you have a large team working with you then give each team member the chance to cover their own AMA.

Social Media Takeovers

Sometimes it helps to inject a new lease of life into your social media page. Social takeovers are the best way for you to do this. The idea is that you give someone else complete control over your page and this is usually done for a full day. When you do this, make sure that you give someone of interest control. This could be a local celebrity, someone who is an influencer in your area or even people who would be relevant to your industry. For example, if you run a restaurant, get a chef to take over, or even your waiter. This is a great way for you to really spark your customer interest.

Let’s team up today, and show you just how effective that consistent approach to marketing can be!

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Why Should Businesses Use Social Media?

Nowadays, almost all of us are active users of social media. In fact, by next year, it’s expected that across the world, there will be some 2.5 billion active social media users- and that figure is only going to increase further over time. Naturally, that user base is an excellent opportunity for businesses to reach out to new and old customers alike, and take their brand to the next level. If you’re not already using social media to its full potential for your business, then you really should- here are just five reasons why it’s the smart move in today’s tech-driven world.

 

Be Incredibly Precise With Your Marketing

One of the great things about social media marketing through sites like Facebook and Twitter is that it’s extremely easy to target a highly specific audience with your campaign. Since these sites store information like age, gender, and location about their users, you’re able to select just who you want to reach with your message. So, whether you want to build up a loyal local community of customers, or if you want to crack into a whole new market, social media marketing is an easy way to get just the results you’re after.

 

Provide Top Quality Customer Service

In today’s high-tech, fast-paced world, there’s still something to be said for genuine customer service. No one likes to be treated like they are on an assembly line, so if you’re able to provide quick, clear, and friendly responses to customer queries, you’ll be showing people that you are a company that really does care. Real-time communication is simple with social media, since you can respond to messages and comments with ease. What’s more, any public comments are visible to all, so it’s a great chance for some organic PR, too!

 

Build Your Brand

Social media is a great way of not only increasing brand awareness, but also giving your business a real brand identity. Instead of only being presented with logos and marketing materials, social media is an outlet for the human side of your business. Whether you’re sharing blog posts or keeping your customers up-to-date with the latest info about your company, you can put a bit more of your own personality into your social media content. That way, customers will feel a more genuine connection with your brand- and that will make them more likely to keep on coming back to you.

 

Collect Some Valuable Customer Feedback

Businesses live or die by their customers, but it’s astonishing just how few companies take the time to actually listen to those customers. After all, if you don’t know what your customers would like to see you improve, then how are you ever going to push your business on to new heights? Having social media outlets where members of the public can leave feedback is crucial to deciding your next steps as a business, and identify common pain points to resolve. What’s more, you can also use feedback on your social media marketing to tweak your message for your next campaign, and achieve even greater results!

 

Drive Extra Traffic to Your Website

Whether you sell your products and services online directly, or if your website is just a showcase for what you have to offer, you’ll want to keep up a steady stream of traffic to your site. The more people visit, the more opportunities you’ll have to convert those visitors into sales, so it’s in your best interests to lure them in. Every interaction on social media is a chance to do just that, and when you use social media in the right way, you’ll see a huge hike in traffic. In addition, an active social media presence is also a great way to boost your SEO, since Google likes to reward companies that have a buzz about them.

 

Not sure where to start with your social media marketing? Click here to book a meeting and discuss your digital marketing needs.

The Present Day

So far in this series, we’ve dealt with the evolution of marketing from the nineteenth century up until the new millennium. But what state is the world of marketing in right now? And what developments can we expect in the future? In this final piece, we’ll take a peek into that future, and discover how marketers are using a unique blend of old and new approaches to capture the attention of a new generation.

Those who said that social media was just a fad that would soon pass must be kicking themselves right now. Instead, it’s gone from strength to strength, and nowadays the whole world is more connected than ever before. Over a billion people are now on Facebook, and they, along with other social media companies like Twitter, have made it simple to pay for an ad and reach a pre-determined number of people, allowing small and large companies alike to stick to their marketing budget and get the results that they need to succeed.

The Present day - the history of marketing

While the scope of marketing has gotten bigger and bigger as time goes on, the actual mediums through which people are exposed to that marketing have shrunk from billboards to TV and computer screens. Now, ads can be delivered straight to your pocket via mobile phones. From pop ups on the latest apps to adverts that play in between Snapchat stories, there are now more ways than ever to reach out to people with a message. And people are using that technology more and more, meaning marketing is in a great position to influence people.

The Present day - the history of marketing mobile

That’s not to say that older marketing methods don’t still have a place in today’s world. In fact, some research puts direct mail slightly ahead of email marketing in terms of how likely it is to influence people. In an increasingly digital world, you’d be surprised just how many people out there prefer a physical, analogue approach to things. You only have to look at the resurgence in popularity of vinyl records to see that there’s still something about physical objects that attracts people over cold, hard digital. It’s simple to just delete an email without even looking at it, but people need to at least pick up a piece of direct mail before throwing it away- making it easier for advertisers to catch their eye.

Another form of marketing experiencing a renaissance in popularity is product placement. TV shows and films have always been willing to include brand-name products for the right price. However, as the video game industry continues to grow- with an estimated worth of over $100 billion in 2017- advertisers have started to branch out into this more modern medium. Back in 2004, the amount that companies spent on product placement was a pretty modest $34 million. By 2016, though, that figure had increased to a whopping $7.2 billion. At the same time, with social media being so popular, so-called “influencers” are also being paid to promote certain brands and products via their accounts, reaching out to a vast, ready-made audience.

The Present day - the history of marketing tv and gaming

So, what can we expect from marketing in the future? Well, there’s one big technology that’s starting to emerge right now, and that’s virtual reality. While it’s still in its early stages, VR looks set to finally take off in the next few years as it becomes more accessible and affordable. Naturally, you can expect marketing firms to take advantage of that popularity, and come up with a whole new way of reaching out to consumers. Imagine not just looking at an ad, but actually being inside it! Marketing has always thrived on novelty, since people are naturally attracted to new things. VR is a great way of achieving that, since it’s a completely untapped area.

The Present day - the history of marketing virtual reality

By always staying at the forefront of technology, while still understanding how older approaches fit in with today’s world, marketing has evolved and adapted over the years. In just a few decades, marketing has completely transformed into a whole new beast. Whatever’s around the corner, you can be sure that the industry will adapt.

The 90’s, The 00’s and The Rise of The Internet

Last time in this series, we looked at how marketing carved out a brave new world for itself in the 80’s. This time around, we’ll be exploring the ways in which marketing approaches changed during the 90’s and 00’s- and how the internet turned everything on its head.

During the 90’s, the world faced its biggest cultural revolution since the invention of the printing press- the internet. With more and more people getting online and discovering the world wide web, people became connected in a whole new way. Now, instead of the regular post, people were using email to communicate- and that presented a huge opportunity for businesses. By getting people to sign up to mailing lists, companies could send out ads and information about special offers, all for free. That prospect was a little too tantalizing for some marketers, though, and it led to the development of so-called “spam” email- unsolicited messages that simply took up space in people’s inboxes.

In 1998, the world of marketing was turned on its head with the launch of Google. Before then, search engines weren’t really a thing, and if you wanted to get to a certain page, you either needed the URL or a link to it. Mass email was always an option to reach out to people, but many people were wary of spam in these early days of the internet. Now, though, consumers could easily find what they needed with just a few clicks- which naturally led to all sorts of companies vying for the top spots in search results. Search Engine Optimisation and paid search ads quickly became the norm for businesses that want to succeed.

The 90’s, The 00’s and The Rise of The Internet - the history of marketing Google

Throughout the 00’s and into today, social media has become the king of the internet. It’s now the main way that people get information online, with hundreds of millions of us catching up on our newsfeeds every single day. Sites like Facebook have gone from small pet projects only intended for a select audience to huge, world-conquering corporations. The reason why social media platforms like Twitter and Facebook are so important for marketing is because it’s incredibly easy to not just reach out to people, but to create a two-way relationship. Consumers can now talk back, and that lets businesses listen to their comments and tailor their approach accordingly.

Meanwhile, in 2005, YouTube launched, totally transforming the way that people accessed content online. Instead of paying for extra bandwidth to host videos on their own sites, there was now a handy place where anyone could upload their videos to be seen by the whole world- all for free! It wasn’t long before companies started to take advantage of that by launching quirky video ad campaigns designed to go viral. On top of this, companies started to launch dedicated sites for ad campaigns which, like guerilla marketing, spread through word-of-mouth. One notable example of this was Burger King’s “Subservient Chicken”. By visiting the site, users could give the chicken (played by an actor in a costume) commands to follow. Originally intended to promote a single new product, the chicken was a runaway success, and the site ran for over three years.

There’s no doubt about just how much the rise of the internet during this time changed the face of marketing. In just a short space of time, things had moved on from mimicking traditional advertising in a digital form, to coming up with brand new ways of capturing the public’s imagination. Things were moving fast- and in our next and final piece in this series, we’ll take a look at the state of the marketing world today, and what we can expect to see in the near future.