A Historical Shift in Marketing

In order for anyone to effectively market their business today they must understand this point in history and the current market.  Simply knowing how media portals interact with one another and creating good advertisements is not good enough.

Every few years the world makes a subliminal shift in the focus of its own social state.  These shifts have only two options, times are either iconic or civic.  Knowing the difference between the two is the first step to understanding the current environment.

Iconic periods take on tendencies and have the character of icons……in other words individuals are thought of as more than human and are followed blindly.  This is the type of period most of those reading will be able to understand, because it is the type of time you grew up in.

Civic eras take on tendencies of or pertaining to citizenship and civic duties….in other words community is the focus of the times.  People want to feel like they are part of something bigger and are tired of following people they thought were bigger than life.

To prove that this is real, take a look at the last 4 eras in history leading us to where we are today.  By simply looking back through the last 60+ years this become easier to see.

1940-1959

The world was in a complete state of iconic praise. Icons from this era were mostly associated with politics, business and war.  We were climbing out of a long war and the economy was starting to pick up steam.  The focus of this era was on the importance of an icon and the impact that they had.  Politicians were thought to be heroes.

1960-1979

The world had a strong focus on the importance of community.  Hippies, free love, civil duties and peace were the cries of the people.  Major icons from this era were more on the creative side and had less to do with politics and war.  Politicians were thought to be evil, the term “the man” began being used in commonplace.

1980-2004

The ever memorable cocaine era of business and “time is money” were born.  Icons from this era were always associated with money and the hard dollar.  Music and other arts were bland and mainstreamed with a focus on monetization.  Politicians were not thought of at all and the times were filled with iconic praise.

2004-Today

The world has made a significant shift in its focus in the last 7 years or so.  After the dotcom bubble and the real estate crash people found a new way of thinking.  Facebook and other civic platforms were created and exploded on the scene at the exact right times.  Politicians are thought of as evil and extremely corrupt.

Anyone with a TV or a computer can see we are in a time where the world is thinking in a very unselfish way, a civic way.  This is extremely important for marketers to understand.

Now, more than ever, one must understand that this is not the time for features and benefits or brand control.  This is the time for understanding that brands are controlled by the image the public creates for them and that the features and benefits of their marketing lie solely in the amount of social value brands provide.

One-way marketing works, when the world is iconic.  Interaction works when the world is civic.  Be mindful of this time in history and use it to your advantage.  Do away with thoughts of marketing your products and services and take hold of the opportunities you have to sponsor value for your demographic.

Modern marketing will boil down to a simplicity in the next few years, but for now we must all grab ahold of the thought that nobody cares who are brand is, until they know we can help them without selling them a thing.