A four-part
series chronicling the origins of today’s permission marketing landscape
Over the course of the 19th Century, the
steady rise of industry and the formulation of a market economy (fueled by wage
labor instead of the traditional system of apprenticeship) as well as the establishment
of national banking standards created a sound, firm base for modern, capitalist
economics. From an increasingly industrialized and urbanized landscape, the
concept of modern advertising – direct messages from brand to consumer – emerged
in American society.
As true national consumer markets grew and
solidified, a new dynamic emerged: a competition of ideas instead of mere
availability. And this competition was most evident in the fast-growing mass
communication channels of the era. By 19221,
radio advertising was reaching large, geographically disparate audiences with
compelling messages. Television advertising soon followed and the golden age of
one-way, interruption advertising had begun. Consumer engagement had evolved
into an active competition for brand recognition, affinity, loyalty and
evangelism. But it had yet to become a true conversation between company and
consumer.
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing
and launching innovative new products and services that fill critical needs in
the marketplace.
With 25 years of experience, Eric firmly believes that
permission-based marketing and preference management is a mega trend and the
path to success for marketers today.
Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda http://www.cemsummit2013.com
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