3 Eras of Marketing: Internet Age — Tricia Gellman // Drift
- Part 13 Eras of Marketing: Pre-Digital Era — Tricia Gellman // Drift
- Part 2 3 Eras of Marketing: Internet Age — Tricia Gellman // Drift
- Part 33 Eras of Marketing: Revenue Era — Tricia Gellman // Drift
Show Notes
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01:56How the internet changed marketingThe internet started out with just email. It quickly blossomed into social media, which became ad platforms. With this change marketers could now track data and identify true direct response.
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03:09Marketing in the early days of the internet ageAt first, marketers were just trying to use the old strategies via the internet. It wasnt until the late 90s that buckled down on developing relevant strategies.
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04:48How marketers adapted to the internet ageWith the internet, marketers started to see results from their ads right away. So instead of waiting around indefinitely for TC advertising, people started going all in with digital marketing.
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07:14The major shift to digital marketingGoogle, Facebook, and Twitter gave us the ability to micro-target. And with everybody being able to get a website, digital marketing became the main avenue for marketing.
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09:09How the role of marketers changed in the internet eraYou could now sell physical products in an online marketplace. Plus, it became easier to test and analyze. So it was then necessary to really figure out who your target market is.
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11:22How the internet changed life for marketersThe marketing industry expanded a lot because there were just so many more new companies. The focus shifted from target research to science and data analysis.
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13:12Losses and gains from the shift to the digital marketingCommunication. When we went digital, we forgot how to communicate effectively with the audience. But we have a much better handle on targeting through data.
Quotes
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"On top of being able to have these ad platforms, the key to the internet era was the rise of the ability to track what was happening in these ad platforms back into the systems..." - Tricia Gellman, CMO, Drift
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"In the internet era, having what I would call true direct response really changed the game for marketing." - Tricia Gellman, CMO, Drift
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"The way businesses transact has also been changing throughout these eras. But really it's about how you connect emotionally and physically..." - Tricia Gellman, CMO, Drift
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“It wasn't until we had the ability to measure down to an individual keyword versus like here's all my Google advertising, et cetera, that we really started to see a change...” - Tricia Gellman, CMO, Drift
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“When you put an ad in Google, you could see the response instantly...so all of a sudden you saw people exiting these traditional old ways of doing marketing to 100% just going all in on digital.” - Tricia Gellman, CMO, Drift
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“A lot of people got lost chasing after these micro groups and not realizing that the brand itself is still really important to bring everything together...” - Tricia Gellman, CMO, Drift
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“I put a lot of credence behind Google and Facebook and even a little bit on Twitter because they pioneered this idea of being able to target and to become micro-targeters.” - Tricia Gellman, CMO, Drift
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“You could say, well, I only want to spend $1,000/week instead of $100,000/week... But to the person seeing the ad, they don't know how much you're spending.” - Tricia Gellman, CMO, Drift
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“There are so many more companies now. And I think that there's just a lot more roles for marketers...” - Tricia Gellman, CMO, Drift
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“Originally the brand, building the brand, doing the testing, and more physical kinds of things was the role of marketing. Now its become a lot of science.” - Tricia Gellman, CMO, Drift
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“There's just been a big pluralization of the various roles in marketing to bring together the science, the art, the technology.” - Tricia Gellman, CMO, Drift
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“This era also created a ton of tools. There's over 8,000 MarTech tools that exist.” - Tricia Gellman, CMO, Drift
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“So in the digital era, what happened is people had their websites, but you didn't have a way to have a true conversation.” - Tricia Gellman, CMO, Drift
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“Pre-internet, maybe it was crappy for you going to door selling. But people were getting their answers. You're standing there right there having a live conversation.” - Tricia Gellman, CMO, Drift
- Part 13 Eras of Marketing: Pre-Digital Era — Tricia Gellman // Drift
- Part 2 3 Eras of Marketing: Internet Age — Tricia Gellman // Drift
- Part 33 Eras of Marketing: Revenue Era — Tricia Gellman // Drift
Up Next:
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Part 13 Eras of Marketing: Pre-Digital Era — Tricia Gellman // Drift
Tricia Gellman, the CMO of Drift discusses the past, future, and present of marketing. From the pre-digital age to where we are today, marketing has undergone many changes. Without things like Google Analytics, how did past marketers analyze their results? Today, Tricia talks in detail about the pre-digital era of marketing.
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Part 23 Eras of Marketing: Internet Age — Tricia Gellman // Drift
Tricia Gellman is the CMO of Drift, an online revenue acceleration platform. And she’s here to talk about the past, future, and present of marketing. While there’s so much to gain from digital marketing, we did lose sight of some important elements along the way. Today, Tricia discusses the rise of the internet age.
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Part 33 Eras of Marketing: Revenue Era — Tricia Gellman // Drift
Tricia Gellman, the CMO of Drift continues the conversation about how marketing has changed throughout the last four decades. Drift is a conversation marketing platform that helps businesses to communicate effectively with their customers. The role of marketers continues to change as we move away from the internet age. Today, Tricia talks about the revenue era of today.
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