Marketing in the 80s Compared to Today
As you’ve probably heard, we’re celebrating our 40th birthday here at Systemax this year! Since I was born in 1998, I’ll own up to the fact that I don’t know much about the ’80s. (Sorry mom and dad!) To get in the birthday celebration spirit, it’s only fitting that I crack open a Google search and do some research about this defining decade.
Obviously, things have changed quite a bit in the world since the ’80s. I’m not just talking about the big hair and quirky fashion trends – marketing has done a complete transformation as well!
Here’s how marketing has changed from the 1980s to today:
1980s: Cold Calling
Now: Targeting
Even though cold calling is still a thing, it’s much less common now than in the 80s. (And aren’t we all thankful for that?!) With caller ID phone screening and no-call lists emerging, people have become pros at dodging unwanted calls.
Thanks to today’s technology, we can now fine-tune our audiences instead of hoping for the best. With social media ads, Google ads, and marketing automation email lists, your message is seen by the customer at the right place and at the right time in the buyer’s journey.
1980s: Direct Mail
Now: Email Marketing
Direct mail was the top dog of marketing strategy in the ’80s. It was the perfect tool to reach out to customers. From catalogs to glossy flyers, direct mail worked!
Flash-forward to today… do you even look at junk mail? Maybe if you spot a coupon for a place you’re already familiar with. Other than that, junk mail usually goes straight to the shredder. Direct mail still can work, but it’s a costly route (and a lot more work). You have to develop a targeted list, come up with just the right message, and pay for printing, postage, and more.
Today, the alternative is email marketing. It’s incredibly cost-effective when done right. For every $1 spent on email marketing, there is an ROI of $36. Email marketing is an easy way to gain new sales and refresh old leads and maintain relationships with existing customers.
1980s: Local TV Commercials
Now: Connected TV and PreRoll Video Ads
Of course, commercials on TV are still around, but the game has changed a bit since the ’80s. With streaming services turning into the main form of TV consumption, commercials aren’t seen in the same way as they once were.
TV commercials come with a hefty cost, but video ads on YouTube and Facebook have become a game-changer. A video ad doesn’t even have to be a high-budget production. With this method, you can be extra specific with your messaging and cut costs by targeting the right audiences at the right time.
1980s: Yellow Pages
Now: SEO
Does your business still advertise in the Yellow Pages? If your answer is yes, perhaps give us a call.
Back in the day, the Yellow Pages were key to everything. From pizza delivery to video stores, the Yellow Pages had it all! (Including businesses that would name themselves strategically with the letter ‘A’ so they would be on the first page.)
As you know, Yellow Pages are now quality dust collectors with good ‘ol search engines in the game.
When someone is looking for an answer or solution, they turn to search engines to guide them directly to what they need. Instead of having to turn the pages through a category, search engines allow us to simply type what we want.
As a business, you want to be the most relevant result to someone searching for the product or service you offer. That’s why search engine optimization (SEO) is a critical factor for your website and its content. SEO is a long journey, but it’s important to be optimized so you are reaching potential customers on page one.
1980s: Print Ads
Now: Digital Ads
While TV ads were thriving in the decade of Madonna, print ads were still the standard for advertising in magazines and newspapers. As seen in the ad below, long-form copy was the trend. Advertisers also liked to focus on the technical features of products.
With our attention spans at an all-time low, this form of advertising has taken a turn. (We can’t forget about the technological aspect as well!)
Have no fear: print ads are still relevant and practical! They have just evolved with the times by adapting to the technological era with the use of interactive elements, 3D technology, augmented reality (AR), and more.
As I mentioned before, we all do not have an attention span. I’m going to be honest; I didn’t even read the example above all the way through because it’s too many words. As marketers, we keep things short and sweet. We don’t focus on the specs; we focus on offering a solution to a problem the audience is facing.
The only bummer with print ads? They are not trackable or targetable. With print, you don’t have a guarantee of your ad reaching who you want. Your ad spend could very well be going to waste!
Digital ads have come on the scene through social media and Google. This method is a way to directly advertise based on customer behaviors, keywords, and search history. Having a direct target guarantees the best ROI – more bang for your buck if you will.
There you have it! Things sure have changed in the marketing world since the 1980s. One thing that hasn’t changed is Systemax taking your brand to new heights. 😉
Need a hand with your marketing strategy? We’re here to help!
Sources: https://odd.dog/local-seo/5-ways-you-marketed-your-business-in-the-80s-that-dont-work-today/
https://journeys.autopilotapp.com/blog/modern-marketing-for-small-businesses/
The 2024 Paris Olympic Games present a unique and exciting opportunity for local businesses to tap into a large, engaged television audience. The Olympics attract millions of viewers from all over the globe, and a significant portion of those watch their local stations, creating opportunities for highly effective local TV advertising campaigns. And even though national campaigns were booked long ago, it’s not too late for local advertisers. Near-to-air inventory may still be available at many local stations, providing unique opportunities for local advertisers.
THE STRATEGY & PLAN
The Olympics is one of the few events that captivate a global audience, transcending cultural and geographical boundaries. For local advertisers, this means a diverse and extensive viewership. The 2024 Paris Olympics promise to be no different, with a schedule packed with a wide variety of sports that appeal to a broad range of viewers. There’s something for everyone, from traditional favorites like athletics and swimming to newer additions like skateboarding and surfing.
Why Local TV Advertising?
- Geo-Targeted Reach: Local TV advertising allows businesses to target their immediate geographic area. This ensures that the ads are seen by potential customers within the vicinity of the business, increasing the likelihood of conversion.
- Community Connection: Local businesses often better understand their community’s needs and preferences. Local TV ads can be tailored to reflect community values, culture, and events, fostering a stronger connection with the audience.
- Cost-Effective: Local TV ads are more affordable than national TV spots, making them accessible to small and medium-sized businesses. This allows even those with smaller budgets to leverage the massive viewership of the Olympics.
- High Engagement: The immersive nature of TV viewing, combined with the excitement of the Olympics, leads to higher engagement levels. Viewers are more likely to remember ads they see during noteworthy events.
Strategies for Effective Local TV Advertising
- Align with the Olympic Spirit: Themes of perseverance, unity, and excellence resonate well during this time. For instance, a local sports store could highlight local athletes who have shown Olympic-like dedication and skill. Another example might be a local restaurant promoting healthy eating habits inspired by the athletes’ diets.
- Leverage Local Heroes: If your area has athletes competing in the Olympics, consider featuring them in your ads. This builds local pride and provides a relatable figure for your audience.
- Promote Special Offers and Events: Use the Olympics as a backdrop for special promotions or events. For example, a restaurant might offer special deals during game times or host viewing parties.
- Storytelling: People connect with stories. Craft narratives that tie your business to the Olympic ideals. For example, a gym could tell the story of a member who achieved remarkable fitness goals, drawing a parallel with Olympic athletes’ journeys.
- Visual and Emotional Appeal: High-quality visuals and emotional storytelling can make your ads memorable. Use the dynamic and vibrant imagery of the Olympics to enhance your ads.
- Call to Action: Ensure your ads have a clear call to action. Whether viewers visit your store, take advantage of a limited-time offer, or join an event, they should know what to do next.
Timing and Placement
- Timing is crucial for TV advertising. Ads placed during prime-time events or popular sports will have higher viewership but also higher costs. Balancing budget and desired reach is critical.
- Prime-Time Events include the opening and closing ceremonies, significant finals, and popular sports like gymnastics and track and field. Local station breaks during prime-time broadcasts provide opportunities for local advertisers to access the highest viewership.
- Niche Sports: Placing ads during less mainstream sports can be cost-effective while still reaching engaged viewers. Sports like archery, fencing, skateboarding, or surfing have dedicated audiences that could be highly relevant for specific local businesses.
- News and Recaps: Local news and daily Olympic recaps are watched by those who want to stay up to date but who are unable to watch live events. These segments often have consistent viewership and are a good opportunity for local businesses.
The 2024 Paris Olympics present an unparalleled opportunity for local businesses to reach a broad and engaged audience. By leveraging local TV advertising, businesses can create targeted, memorable, and effective campaigns that resonate with their community. With thoughtful planning, creative execution, and diligent measurement, local advertisers can capitalize on this global event and drive significant business growth.
Interested in placing your company’s story in front of the eyes of many? Lets start from the top and go higher! Speak with one of our Strategy Marketing Directors today.
Heading 2
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Heading 3
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Heading 4
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Heading 5
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Heading 6
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Block quote - Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Ordered list
- Item 1
- Item 2
- Item 3
Unordered list
- Item A
- Item B
- Item C
Bold text
Emphasis
.jpg)
