3 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.
About the speaker

Tricia Gellman


 - Drift

Tricia is the CMO of Drift

Show Notes

  • 01:56
    How the internet changed marketing
    The 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.
  • 03:09
    Marketing in the early days of the internet age
    At 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.
  • 04:48
    How marketers adapted to the internet age
    With 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.
  • 07:14
    The major shift to digital marketing
    Google, 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.
  • 09:09
    How the role of marketers changed in the internet era
    You 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.
  • 11:22
    How the internet changed life for marketers
    The 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.
  • 13:12
    Losses and gains from the shift to the digital marketing
    Communication. When we went digital, we forgot how to communicate effectively with the audience. But we have a much better handle on targeting through data.


  • "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

  • "In the internet era, having what I would call true direct response really changed the game for marketing." - Tricia Gellman, CMO, Drift

  • "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

  • “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

  • “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

  • “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

  • “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

  • “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

  • “There are so many more companies now. And I think that there's just a lot more roles for marketers...” - Tricia Gellman, CMO, Drift

  • “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

  • “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

  • “This era also created a ton of tools. There's over 8,000 MarTech tools that exist.” - Tricia Gellman, CMO, Drift

  • “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

  • “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

About the speaker

Tricia Gellman


 - Drift

Tricia is the CMO of Drift

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