3 Eras of Marketing: Pre-Digital Era

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.
About the speaker

Tricia Gellman

Drift

 - Drift

Tricia is the CMO of Drift

Show Notes

  • 01:43
    The pre
    Before 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.
  • 04:15
    Measuring marketing success in the pre
    Evaluating 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.
  • 05:10
    Figuring out your target in the pre
    You 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.
  • 06:33
    The science of pre
    The science behind pre-digital marketing was about psychology instead of numbers. The scientists focused on building a brand and triggering psychological reactions from prospects.
  • 08:00
    Marketing lessons from the pre
    The pre-digital era taught us the importance of building a brand. Marketers today dont pay enough attention to the psychological aspect of marketing.
  • 09:56
    How the role of marketing has changed
    A 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.
  • 11:40
    How the marketing approach has changed
    Marketing 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

  • "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

  • "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

  • "The place where we did start to get into more audience understanding and segmentation was TV..." - Tricia Gellman, CMO, Drift

  • “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

  • “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

  • “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

  • “To have a seat at the table, you have to have something relevant to speak about.” - Tricia Gellman, CMO, Drift

About the speaker

Tricia Gellman

Drift

 - Drift

Tricia is the CMO of Drift

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