Marketing has constantly evolved due to seeking betterment in these 3 things: Engagement, Relevancy & Personalization. The need of engaging the right consumers at the right time effectively has always been the driving force behind the evolution of marketing practices. Without the need to capture and hold the attention, we would still be relying on outdated methods like printing flyers and passively advertising.
Throughout history, innovation in marketing has been fueled by the desire to stand out and connect with consumers. And it started all the way back.
In 1926, just six years after the first-ever radio broadcast, General Mills took advertising to a whole new level by launching a radio advertising campaign that changed the way commercials were perceived. Instead of simply “informing and educating” the customer, General Mills decided to entertain the listener with the first-ever jingle for their cereal brand “Wheaties.”
This was a very early instance where a brand entertained the customer. But why did General Mills do this? They did this to engage the listener, hold their attention, and stand out. The success of the Wheaties jingle inspired many other brands to follow suit. They realized that by entertaining their customers, they could create a more engaging and memorable advertising experience that would help them to stand out in a crowded market.
Television further revolutionized advertising. In India, one of the earliest TV ads was aired in 1978. The ad campaign was for Bush radio and consisted of a storyline that was spread over three different ads.
The audio-video synergy of television allowed advertisers to convey emotions, stories, and brand messages with unparalleled depth and resonance. From the get-go, television ads became more than just commercials. They transformed into mini-movies, captivating viewers with their creativity and storytelling prowess.
Marketers were quick to recognize the potential of this new medium and harness its power to engage the customer even more effectively. One of the key strategies that emerged was personalization, which involved tailoring ads to resonate with specific consumer segments.
Creating characters within the ads that viewers could identify with, allowing them to see themselves in the story being told. By doing so, marketers were able to create a deeper connection with their audience, making them more likely to engage with the brand and ultimately make a purchase.
One approach that became increasingly popular was the use of celebrities and movie stars to represent brands to develop parasocial relationships. By doing so, marketers were able to give products a personality and identity that consumers wanted to associate with. Companies began to invest more heavily in celebrity campaigns, working to find the right celebrities and marketing messages to engage their audiences. This is now a cornerstone of modern marketing, with marketers constantly looking for new and innovative ways to get better yields from their celebrity campaigns.
The advent of the internet brought about a transformative shift in marketing, particularly in terms of personalization.
Prior to the Internet
Marketing efforts were primarily broadcast-based, reaching mass audiences with generic messages. Radio and television advertisements, for instance, lacked the ability to target consumers on an individual level. Marketers had limited means to collect customer data and deliver personalized experiences.
The internet offered marketers unprecedented opportunities to tailor their messages unique to the individual and address them directly. The first instance of personalization in marketing can be traced back to 1978 when Digital Equipment Corporation (DEC) executed the first email marketing campaign.
Following suit, many other companies engaged in personalized email campaigns.
The internet’s expansion also brought forth banner ads, and the first banner ad was posted by AT&T in 1994. For the next 5 years, there were advancements in data collection and tracking to better optimize the delivery of ads and help us understand how the consumers in our market are interacting with the brand’s content.
In 2005, the launch of YouTube brought video – the most engaging channel of communication online.
With the hyper-segmentation tools available right now, marketers can quite literally deliver ads that are highly relevant to a distinct individual, based on all the data they have about them. Producing video content has become more and more accessible over time. However, the hurdle with personalization was scale. Since creating videos was a fairly manual process, up until very recently, it was impossible to personalize videos at a scale where they’d be effective.
Machine Learning and Generative AI
The advent of cutting-edge generative AI development now enables marketers to generate personalized videos at scale with just one recording. Gan.ai is leading this innovation. Our true generative AI model transforms videos to have perfect pronunciation in multiple languages and matching lip sync.
It can be utilized by anyone, from salespeople recording pitches to brands employing celebrities, and requires minimal additional footage to train the AI model.
The Future of Marketing
Marketing has evolved significantly over the years, with personalization being a key strategy. The future of marketing is exciting, and it’s clear that AI and machine learning will continue to play an increasingly important role in the industry. As the technology continues to advance, we can expect to see even more personalized and engaging marketing campaigns in the future, with AI-generated content becoming a standard practice.