The Evolution of Marketing

What is the one thought that leads everything in Marketing? Isn’t it a Brand? It seems everything revolves around the concept of the Brand, or at least around the head of Marketing and of the organization who work to serve the Brand. Has the practice of Marketing changed since the days of the Marketing Mix, when that idea was first introduced during the AMA conference in Chicago, Illinois in 1967? And how does Advertising communicate through all these changes the Marketing industry is facing? These are just a few of the millions of questions that CEOs and Shareholders in Corporate America are asking themselves every day

Today, it’s not about competitiveness in Marketing; it’s about Innovation, Creativity and Strategy, while still maintaining the basic principles of Marketing. All these things are the most fundamental drives. In the past decade we have even noticed that the Marketing Mix, which used to be only the 4Ps, has now extended to encompass more ideas i.e. more Ps. As industries change, the market environment changes and so does the target audience

With the focus of the company being the Brand, which drives almost everything before it, Marketing has also changed from being a set of generic processes to encompassing a range of additional essentials to support the Brand. For this reason the field of Marketing has many professional specialties beyond the basic practice of Generic Marketing. For example: Brand Marketing is part of Marketing but focuses more on the Brand aspect instead of the generic trade aspect applied in many industries. I still believe the trade aspect is as important as the Brand, because it’s the basic process that supports the Brand and allows it to flourish, but again the objective of Sales today is to secure Brand Performance in the minds of the target audience

I have raised some important questions here which I won’t be able to address now, but these thoughts can flirt with our minds, and perhaps prompt us to envision the future of Marketing and extend the support that Marketing can get from the Advertising and Public Relations industries. The most important thing to bear in mind is the Evolution that Marketing will undergo in the coming years, and over the next couple of decades, and how the nature of the Market is dictating how we must change. As Marketers you must think about factors that will help your Brands lead

These are few thoughts to keep in mind

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Branding Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on

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