How Modern Marketing is Shaping Society For the Better
Not all of us have the ability to see things before they happen but there are two things in life that are guaranteed.
- We get older.
- We (unfortunately) die.
We cannot prevent these aspects of life but billions of dollars, have been invested over the years on research and development by various companies and laboratories in trying to do so. (After all anti-aging is a $140Bn industry)!
An industry created by the ‘old’ marketing techniques of companies who knew they could manipulate millions into thinking their products could delay the ageing process.
So clap clap cosmetic companies for making a mint on exploiting the insecurities of individuals who have been so heavily influenced and taken your unethical marketing techniques like ducks to water.
And do any of these ‘anti-aging’ products work? Please let us know in the comments!
But regardless of however many anti-aging serums, plastic surgery or any other cosmetic product, service or treatment we will buy in our life we will still get older. So rather than invest our time and finances on looking youthful, we should plan what we do to between birth and death that is of value to society.
These companies were in a position to manipulate the masses with their marketing. It still happens today but not on the scale it used to be. These companies were able to sway your choices and decisions into buying their products and continue to buy their products.
What you do to shape your life is determined by the choices and decisions you make. You can decide to be manipulated by the aforementioned marketing to buy something that would make you feel your ageing is being slowed down – or you can buy something that would enhance your living experience. Like a book on personal development or something educational.
A decision you made 10 years ago would almost definitely have determined the present moment you are experiencing now. And a decision you make now will determine your life experience 10 years from now.
Decisions force you to learn. Whether the right choice was made or not your decision will allow for you to experience. Your decision will allow for you to ‘win some’ or ‘learn some’. There is NO losing.
So with learning being an integral part of anybody’s life, what you learn is what is key to living a happy one. Learning isn’t limited to schools or any kind of educational institutions, learning can be done by accident or by conscious effort.
What is learnt is also very different from generation to generation. Because we discover new things regularly. We evolve with these new findings because some of which are deemed necessary as a mandatory eduction for our children to understand.
What was mandatory for you to learn in school is very different to what is mandatory now – and this will continually change as we discover more and more about the universe we live in.
The same is true of those of us living the later part of our lives today. Today’s senior citizens are sure experiencing a life that is going to be so much more different to that of our future senior citizens.
This is because the ‘young’ people of the present day are, and always will be the seniors of the future (providing we live healthy lifestyles and stay out of life threatening situations of course)!
If we take a few minutes to ponder what life would be like in the future for us all, it’s a bit blurry. We’ve got a good idea but the truth be told, most are unable to predict it – Unless you create it as a smart fellow once said.
Technology advances so rapidly these days some would say it’s difficult to keep up, and that’s understandable; We have seen technological advancement more so in the last 10 years then what we saw in the previous 100! So if our tech-world carries on at the rate at which it is – who knows what’s around the corner?!
Whatever we are to be presented with by the world’s visionaries, each generation will take to it differently (as they always have done).
Let’s introduce a new concept (this can be anything, tech, political correctness, business methods anything).
Generally the senior generation (The Grandparents), having been used to the way things for them have always been – they are usually sceptical about new concepts or ideas. They tend to talk about ‘the good old days’ implying that present times and the future has taken a turn for the worst.
The next generation down (The Parents) are much like the Grandparents – sceptical, but not as much, there is usually a chance given to new concepts and ideas. However they complain about the ‘zombification’ new tech has on their kids and often remind them how lucky they are to have such items as they did not.
The next generation down (The Children) accept the new concept and adapt to the difference the concept might make to society very quickly.
The next generation (Not born yet) – These are people of the future and will be born into a society where tomorrow’s technology exists. They will grow, and they will not know what it’s like to live life without some of these ideas, practices, products or services.
Let’s list the order of introduction of new concepts that changed the world such as:
- Electricity (1880)
- Telephone (1880 – 1915)
- Vinyl Records (1887)
- Television (1920)
- Cassette Tapes (1962)
- Personal Computers (1975)
- CDs (1982)
- Mobile/Cellular Phones (1983)
- WWW (1991)
- Mp3s (1993)
- DVDs (1994)
- Online Dating (1995)
- Social Media (1997) (SixDegrees)
- SMART Phones (2007)
- Tablets (2010)
- Etc, etc.
Each of these concepts were introduced were at different generations listed on this table.
(please note some dates overlap) :
Don’t ask who named these ‘Generation Classes’ because nobody knows. But they’re terms being thrown around and they’ve sort of stuck.
Each generation of people reacted differently to each introduction of something new in society.
Never has there been an introduction of a product, service or an idea whereby 100% of population accepts it or rejects it. It has always been and will continue to be that a few may accept or reject or the majority may accept or reject. Whichever it is, defines the idea’s success (or not).
Whenever there is a new introduction to a concept of any kind – there are only three shared opinions of people who react in the following ways.
- Embracers – Those excited about the possibilities the new concept will bring. Positive about progression in society.
- Unsure – Those not sure whether the new concept would have a positive or negative effect.
- Rejectors – Those who are set in their ways, who are used to the life they live and are fine that way. They need no outside intervention or suggestion.
Let’s use Facebook’s introduction as an example.
The introduction to Facebook (in 2004) was widely accepted by the ‘teens’ and those in their early 20s at the time (Embracers).
Most of those in their mid to late 20s (Unsure) were ‘slow’ to create an account. These lot would end up creating an account by giving in to curiosity.
Then there’s the group that would say things like – “I don’t need a computer to make friends” or “I don’t need Facebook to be social”. These of course are the rejectors. These guys and girls are fine just as they are and aren’t really open to new things. If only they saw the dramatic potential Facebook has to change their lives from ‘just getting by’ to ‘abundantly enjoying life’.
How could Facebook do that? It’s only a social media website for crying out loud!!
Well, besides being able to connect with an individual or a group of people the other side of the planet to communicate with. Facebook had opened the door to millions of digital entrepreneurs to develop and to live a life on their terms by not being locked down to a 9-5 job.
Businesses, big and small, are now able to engage with their client base and build better relationships thus increasing sales for the business and value being provided to the client.
Facebook has become the marketing hub for the world. It is mostly the biggest data base in the world because it knows what their users like.
How did this happen?
Well, when somebody is passionate about something, they’re quick to promote it indirectly to people they know and don’t know. Their passion is apart of their identity and they’re happy with that, more than happy in fact. It’s why people passionate about their music will play it loudly in their car so everybody outside the vehicle can hear it.
It’s a statement that the source of the music is the car stereo that belongs to ‘this’ individual. And the statement that this individual is stating could be:
- The particular song, that is being played loudly,
- The genre,
- The artist,
- The album,
- The label
- Or anything that is promoting the fact that this individual’s identity is associated with the music.
They’re actually shouting ‘I LOVE THIS MUSIC’ without actually shouting.
Yes, this is the ego. Everyone has one, even those claiming they do not. In fact, it’s their ego telling themselves to tell everyone else they do not have an ego. That’s the ego paradox.
It’s a matter of keeping it under control (which is so difficult with all the Photoshopped magazine models and everything else bombarding society’s minds).
So given when people’s identity is promoted through their passion. Such as music for example, they are proud to state what it is they like. The same is true of Facebook pages.
In the beginning when Facebook pages were being created by all influential people and organisations, they would then be ‘suggested’ by Facebook to their users based on what that particular user may have liked or showed interest in previously.
And if there was something ‘suggested’ to a user that hadn’t been liked by that user before – that user would probably smack their own wrist for not having liked it before and promptly HIT THAT LIKE BUTTON!
So this is how Facebook created this massive database of what their users like. And knowing this information, is valuable beyond comprehension to ALL marketing departments of every business in the world.
Because marketing is the lifeblood of ANY business. You can have the world’s greatest product but if nobody knows about it – then it’s just going to gather dust on the shelves of the warehouse. So marketing is critical in the success of any business, product or service.
Knowing this, YOU are being ’targeted’. An aggressive sounding word but just a term in marketing. If you are a Facebook user, you and the hundreds of millions of Facebook account holders are being ‘targeted’ someway or another by marketers.
And if done correctly – users are not bothered by these ads presented in their newsfeed.
Because they like the content. It’s relevant. It matches their identity, therefore their interest is grabbed. And they’ll most likely click on the ad. And then may even purchase what was advertised, not necessarily straight away but maybe the 5th, 6th or 7th time of seeing the ad.
Now a poorly placed ad would ruffle feathers of an individual. Perhaps profanity shouted at the screen and a little rant about how Facebook is now a fest of adverts.
Well, Facebook actually doesn’t want this for you. Facebook wants a ‘happy’ user experience for all their users.
Otherwise people could stop using Facebook, and if people stop using Facebook, Facebook has no advertising potential – thus having no advertisers placing ads and ultimately a loss in revenue for Facebook.
With a ‘happy’ user experience means people come back to Facebook time and time again – ‘happy’ users mean people to advertise to, which means continued growth in revenue for Facebook. And Facebook maintains this by slapping the wrists of advertisers who do not comply to the strict policies in place. Continued bad practice advertising by these advertisers will cause for their accounts to be closed FOR GOOD. So you can be rest assured that only the smartest advertisers can market to you.
Facebook isn’t the only website to recognise that a ‘happy’ user experience is paramount. Every website is striving for it. Especially one that you may have heard of. Yes, you’ve guessed it Google.com. Same principles apply here too but on a MUCH MUCH broader scale. It’s too much to go into in this article but it will be explained in its own article very soon.
You’ve got options. You can carry being marketed to OR you can be the one doing the marketing!
Like it was mentioned earlier, platforms like Facebook have enabled the individual to venture into the world of digital entrepreneurship. Not by having to create the next Google or Facebook but by utilising the opportunity opened up by these very websites.
These two companies alone, have allowed hundreds of thousands of people, around the world, to leave their corporate 9-5 jobs and make a living full time online by running their own online digital marketing businesses.
And it’s simple when you know how, but you first need to know how to do it.
Just like trying to get good at anything new, you need to learn and practice it. There is no substitute for personal experience and personal experience cannot be bought, you must do it to get good at it but most importantly you MUST make a start on it.
Everything, in some way or another is going online – online is the way we do things. The amount we refer to the internet is uncountable, this empowers the individual to utilise the internet to set them totally FREE! Financially, time wise and geographically!
People will always want to know how to do this and there is only one way to do it.
Learn how to do it correctly. Ethically.
By becoming an affiliate marketer you can place products and services in front of people who are most likely to be interested in it. Thus more likely to purchase. Because the product or service you are promoting is of MASSIVE VALUE.
The days of just plastering an ad on a billboard or TV hoping that it has an effect on people are almost over. That kind of marketing is out-dated, expensive, requires a long time to make an impression and more often then not – unethical.
New marketing techniques using digital platforms to place relevant products and services in front of people who are looking for it anyway is cheaper, more effective, interactive and much more ethical.
Modern marketing is shaping society for the better. No more being pressured and manipulated into buying something you do not need.
This is why thousands of people each day are starting their internet businesses. They’re providing useful products and services not just selling stuff to make money.
You can do the same. All it takes is for a willingness to learn it. Are you willing?
If so, click here to get started with a free 7 day bootcamp video series put together by the industry’s best. Stuart Ross is already showing thousands of people how to create a life and business that they LOVE.