Podcast Description

Marketing is a huge topic. And while you could say that marketing has been around as long as people have, regular print marketing, as we know it, started back in the 1400s.

But as you’ve probably noticed, the only thing in life that stays the same is constant change and marketing is no different.

In this podcast, Manuel gives a quick history of marketing and he’ll talk about the differences between outbound and inbound marketing.

That way you’ll have the right information to make the right marketing decisions for your business.

 

Podcast File

A Quick History of Marketing and Difference Between Outbound vs. Inbound Marketing

Click here to download this Podcast >>

 

Podcast Transcription

Teaser: The types of marketing that exist on this planet. And it all boils down to two types of marketing.

Throughout history, we had something called ‘Outbound Marketing’. And now we have ‘Inbound Marketing’.

Just to simplify the process, what does it really mean, one or the other?

Outbound means you’re reaching out, trying to get customers. Inbound means the customers are reaching out to you.

 

Intro: Welcome to the Facebook Marketing Ninja podcast. My name is Jimmy and I’m the Associate Creative Director for Manuel Suarez here at AGM.

Did you know that you can learn the same skills, strategies, and tactics that Manuel and his agency, AGM Marketing, use every day for their client’s success?

It’s true. Check out the AGM Ninja Lab to learn everything from social media basics to advanced automated bot building. And right now, you can try it out for one full week for just $1. Go to agmninjalab.com to get started today.

That’s A-G-M-N-I-N-J-A-L-A-B.com. Swing over there and snatch up your one week $1 test drive today.

 

Marketing is a huge topic. And while you could say that marketing has been around as long as people have, regular print marketing, as we know it, started back in the 1400s.

But as you’ve probably noticed, the only thing in life that stays the same is constant change and marketing is no different.

In this podcast, Manuel gives a quick history of marketing and he’ll talk about the differences between outbound and inbound marketing.

That way, you’ll have the right information to make the right marketing decisions for your business. Check it out.

 

The History of Marketing

My name is Manuel Suarez, and I’m going to talk about the history of marketing right now.

So this is something that I’ve found very interesting because it has changed so fast and so dramatically that we don’t even notice it somehow, but there’s been an enormous variety of marketing. The first thing that I want to go over is:

 

The Types of Marketing That Exist on This Planet

And it all boils down to two types of marketing. Throughout history, we had something called ‘Outbound Marketing’. And now we have ‘Inbound Marketing’.

Just to simplify the process, what does it really mean, one or the other? Outbound means you’re reaching out, trying to get customers. Inbound means the customers are reaching out to you. As simple as that.

Throughout history, you had people on speakerphones and you had people on radio and you had people on television and newspapers and magazines. They were reaching out trying to get customers, outbound marketing.

That’s the way that historically marketing has worked in this world until social media came about until the internet came about. And it became a lot of it, inbound marketing.

 

The AGM Strategy

For example, here at AGM Agency, which is my marketing agency, which stands for Attention Grabbing Media, we focus on inbound marketing.

Yes, we do some outbound marketing, but generally, we focus on inbound. What does that mean?

Well, I’m trying to get attention for people to call us and ask us for our help. I’m trying to get marketing out to people in a different format, meaning I’m giving them value and I’m educating them. I’m inspiring them, I’m entertaining them. I’m doing other things to capture their attention that at some point comes back to me because they want our business. Inbound marketing.

That’s the main difference between these two.

 

Marketing Timeline

So, let’s go over the history of marketing since the beginning of the word ‘marketing’ in this world that we’re living in!

Marketing timeline.

I want to go over this because I found it so fascinating, especially me being obsessed with marketing. I do not have a marketing degree. I’m simply obsessed with the art and science of capturing attention, that as I go back in history and I look at how things have changed over the years, it is incredible.

When you look at the years, it’s been about 600 years since marketing has actually taken a foothold in the world of business, and it has been used to grow businesses.

 

1450 – PRINT

So in 1450, that’s like the beginning of outbound marketing in which you started doing print advertising to try to get attention on all these new platforms.

You had billboards going out at some point. You had… like newspapers and magazines, but it all didn’t start at the same time.

1450 throughout another 300 hundred years or so, all the way to 1730, until then we actually did just traditional printing. And the printing thing became like a thing that people were actually reading all the time. And the printing press became high technology, super high tech stuff in which they could print newspapers and other things along the way. In 1730, we had magazines. In 1839, we had posters.

So let’s find out where are we are at over here on these things.

 

So, print advertising. Is this still going?

It’s dying. There is, right now, some… a little bit of a space that has an opportunity, which is media mail, that you can print some flyers and send it out to people in their mailboxes.

And that still has some attention and some value. Why? Because on these mailboxes, a lot of people over the last couple of years, it is 2021 right now, they have actually stopped paying attention. So a lot of marketers stopped doing media mail, which means that there’s some attention there again, that you can take advantage of.

Print advertising has died – every single year more and more. Magazines are dying.

If you go to a doctor’s office right now, and you sit down in the waiting area, you’re going to see magazines on the floor. Sometimes these magazines are 20 years old.

I’m exaggerating of course, but at least a couple of months old or a year or two. And they’re full of dust because nobody picks them up anymore. It’s quite logical why they don’t pick them up – because they can get more up-to-date information if they just pick up their phone.

Why would you go to a magazine when you have your cell phone with the world that you have access to at that point? So magazines have been dying.

 

1839 – Posters

Posters. Somewhere around 1839, this became a huge deal. And if you go to the big cities, there are posters that have been there for decades sometimes.

These posters in Los Angeles, in cities, in major cities in the US, and around the world were placed everywhere on corners of streets, on walls, on lampposts, streetlights, all over the place.

And they promoted individual things so much so that some of these cities had to make putting these posters on these places illegal. And it became like a huge marketing thing. Why? Because all they had to do was pay for the printing and the actual placement was free. Fantastic, right?

Similar to what social media marketing is. All you’ve got to do is somehow create the content and social media allows you to spread it out for free!

Of course, if you pay the platforms, you get more reach, but that’s a subject for another day. You can see another video about digital… pushing those messages out, the, what they like to call ‘Amplifying a Message’.

But you were able to put posters around the city and get attention towards your business. Get that outbound marketing in place so you can get people to call you back and get business to your business, right?

 

1867 – Billboards Became a Thing

And you started doing all these billboard ads and the billboard was a massive trend that happened for a good hundred years or so or more.

Even coming into the year 2000, there are still an enormous amount of companies right now doing billboard ads across the United States, even though these ads are not getting attention anymore, even though people are not looking at these billboards, people are still doing it, which tells you there’s a lot of money being thrown into the toilet.

People are… with their attention on their cell phones. If they are in the cars as passengers, they’re not out there looking at billboards. These guys are on their cell phones.

And the ones that are driving should be keeping their eyes on the road. And many times they don’t have them on the road. They still also have them on their cell phones.

 

1920 – Radio

Billboard was a big thing. Starting at that point, radio ads became a thing in 1920, and that was actually really effective for a lot of companies. And that was kind of like the big revolution of marketing.

As you might know, depending on your age, all the sports were consumed on the radio around that time. Baseball was huge on radio and you had a lot of attention, especially the male demographic was very into radio.

All the cars, of course, that were not even yet going on the streets as much as they are right now, that was what they were focused on. It was radio advertising. There was a big, big trend for a good 70, 80 years from that point on.

So, 1920 was when radio ads became a thing and it helped a lot of companies grow aggressively, but as good things… as all good things, like they say, come to an end, this is pretty much dead.

There are many reasons why radio is dead, just like billboards are dying.

You can still put some spots in some places that have visibility, but in reality, there are so many other places that you can get a lot more bang for your buck that it doesn’t quite make sense.

 

On the radio, if you invest advertising dollars on radio ads right now, you are probably going to feel the pain because you’re not going to have the attention there that you need. People do not have their attention on the radio anymore. Nobody cares about commercials anymore.

Why would they actually listen to a commercial on a radio in the car when they have Apple podcasts or they have music, or they have Pandora, or they have Spotify?

That’s basically what we have right now: We have the existence of major platforms that have completely replaced radio.

And right now that’s not where the attention is at. So keep an eye out on that, because if you are actually putting money there yourself, you might as well just literally grab that money and put it in the toilet and it’s probably going to have about the same effect overall.

So it doesn’t matter if they give you impressions. It doesn’t matter if they give you numbers of what is your actual reach. It’s all like a number that it doesn’t really exist. So you got to keep that in mind.

 

1954 – TV Ads

TV ads began in 1954 and it helped a lot of companies for a lot of time to get enormous attention at a lower cost than even what radio was producing at that point.

When TV ads came into existence, guess what happened to radio ads?

It struggled. It immediately started going downhill. And from that point on, in 1954, radio made less and less money every single year compared to what they were making before.

So TV ads, just like everything else, come in, penetrates, and takes over attention. And it started growing up in a big way. It sort of blowing up and getting all the attention of the big brands, because the attention was extremely underpriced.

You were able to get… One of the things that happened here around this time… Not here, actually. In 1984, right? In TV, you can see that there’s a big – 30 years into television ads, over here, computers take off.

Well, in 1984, I don’t know if any of you guys have been around long enough. I know because I am a student of history, especially in marketing that something big happened in that year.

 

1984 – Apple 

In 1984, Apple computers were starting to take off at that point and they have Steve Jobs running the show. And in that year, in 1984, they actually invested in a Super Bowl ad. And I believe the total cost of the Super Bowl ad was $900,000. That’s what they invested, which at that point was a lot of money.

They reached 50% of the people with a television set in the United States.

So imagine that $900,000, it’s still a lot of money at that point. It reached one out of every two homes with a television set across the entire United States of America. It tells you the power of television ads at that point.

This was the very epic commercial that was based on this novel from this guy that’s called… What’s the name of the guy again? It was Orwell. Orwell.

And it was like when Apple computer is coming into… Into the… You guys can Google it, check it out on YouTube over here, Apple computer 1984 and you will see.

This is a very powerful commercial that penetrated the world.

 

1970 – Telemarketing

So 1970, going before that, a little bit before, telemarketing was actually born and companies started getting phone lists and begging people on the phone and phone numbers. And that would actually, that actually became a big marketing platform. And it generated a lot of attention from a lot of companies. And it actually helped a lot of companies boom.

And still today, there’s a lot of companies that are built on calling people, cold calling people, meaning that without even them expecting a phone call, they will call people that they had no idea who they were and they were trying to close people.

Well, that still goes on today, but that has been affected. So it’s not dead, but it is struggling right now.

 

Why is it struggling so much?

Well, because when you open up your phone – on your Apple phone or on your Android phone, a lot of these companies, and what they’re doing is that they’re doing something called spam risk.

When you have a call, you have a phone number that’s cold that you just bought and you call that phone number, that company, that carrier is going to detect your phone as a spam risk. And it’s going to let the actual user of the phone know that you’re a risk.

And that’s why it’s being severely affected right now in this environment in 2021.

 

So in 1984, computers take off.

 

1990 – mobile era begins

We started getting phones to be a part of society.

 

1995 through 1997

Look at what happened here. Search marketing becomes a thing.

 

Hey guys, it’s Jimmy again. I hope you enjoyed this episode of the Facebook Marketing Ninja podcast. If you want to learn more advanced Ninja tactics to grow your business and master social media marketing, then sign up for the Manuel Suarez coaching program by heading over to our website, www.agmninjalab.com. That’s www.agmninjalab.com.