3 Eras of Marketing: Pre-Digital Era — Tricia Gellman // Drift
- Part 1 3 Eras of Marketing: Pre-Digital Era — Tricia Gellman // Drift
- Part 23 Eras of Marketing: Internet Age — Tricia Gellman // Drift
- Part 33 Eras of Marketing: Revenue Era — Tricia Gellman // Drift
Show Notes
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01:43The preBefore the internet, marketing was TV, print, and out of home. Theres no sure way to measure results from these. And the lack of analytics data gave marketers a questionable reputation.
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04:15Measuring marketing success in the preEvaluating marketing success in the pre-digital era depended heavily on how much you were able to create buzz. It was all about calling up your prospects and getting their feedback.
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05:10Figuring out your target in the preYou had to think of things like physical locations for a billboard based on how popular the location is. It wasnt until TV came into play that we started to understand segmentation.
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06:33The science of preThe science behind pre-digital marketing was about psychology instead of numbers. The scientists focused on building a brand and triggering psychological reactions from prospects.
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08:00Marketing lessons from the preThe pre-digital era taught us the importance of building a brand. Marketers today dont pay enough attention to the psychological aspect of marketing.
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09:56How the role of marketing has changedA lot of time was spent gathering data and testing. Today, things come to market pretty quickly. Back then, people took more of a strategic approach to marketing.
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11:40How the marketing approach has changedMarketing was approached as a craft. There was a lot of support and research involved. It wasnt as easy to adjust your metrics or retarget as it is today with digital.
Quotes
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"You would pull people through phone calls and figure out, have you heard of this brand? How did you hear about this brand? What do you think they do? And that's how you measured success." - Tricia Gellman, CMO, Drift
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"Looking through this marketing evolution, we'll see a common theme. We've partnered technology with People. People hopefully are making strategic decisions of where they want the message to be." - Tricia Gellman, CMO, Drift
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"The place where we did start to get into more audience understanding and segmentation was TV..." - Tricia Gellman, CMO, Drift
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“Pre-internet, what the scientists were actually tracking was not all a bunch of analytics and numbers necessarily as much as, psychologically, how do you convey a message...” - Tricia Gellman, CMO, Drift
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“There's a big demand for product marketers in B2B and SAAS environments. And that role extends outside B2B. But we don't spend enough time on the psychology of the message...” - Tricia Gellman, CMO, Drift
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“There's a lot for us to look back on in terms of how a brand was defined pre-internet and how much time people spent on defining that message.” - Tricia Gellman, CMO, Drift
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“To have a seat at the table, you have to have something relevant to speak about.” - Tricia Gellman, CMO, Drift
- Part 1 3 Eras of Marketing: Pre-Digital Era — Tricia Gellman // Drift
- Part 23 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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