Here at Mightily, we love diving deep into marketing’s fascinating past. It’s a journey packed with creative breakthroughs and unforgettable moments that have left their mark on our industry. This time, we’re looking even closer at the transformation of marketing tactics from the 1960s all the way to our current year, 2023. We’re interested in how today’s cutting-edge techniques echo the goals of past eras.
Think back to the 1960s, an exciting time when marketers began using television to pull at people’s heartstrings. One memorable campaign from this era is Volkswagen’s “Think Small” ad in 1962. This clever marketing move flipped the script on car advertisements. Instead of boasting about size and power, Volkswagen chose to highlight the Beetle’s compact size, making it stand out in a market full of big cars. This counterintuitive approach resonated with people and made the Beetle an icon of the era.
Now jump to 2023, and you’ll see that we’re still all about creating an emotional connection with our audience. But instead of using TV ads, we’re leveraging digital platforms to make it happen. Spotify’s ‘Wrapped’ campaign is a perfect example. It uses data from each user’s listening habits over the year to create a unique, personal story. This hyper-personalized approach lets each user feel seen and appreciated, strengthening their connection to the brand.
The 1970s saw the rise of data-driven marketing, with companies using databases to get to know their customers better. A standout example is the American Airlines’ AAdvantage program, launched in 1981. By gathering data on their customers’ travel habits, American Airlines could offer personalized deals and rewards, making their customers feel valued and understood.
Fast forward to 2023, and you’ll see that we’re taking data-driven marketing to new heights. With today’s advanced technologies, we can dive deeper into customer behavior and preferences than ever before. This lets us tailor experiences to each individual customer, offering them exactly what they want when they want it.
Despite all the changes in technology and tactics, one thing hasn’t changed: the goal to truly understand and connect with the customer. At Mightily, that’s always at the heart of what we do. We bring together creativity and strategy to craft marketing solutions that speak directly to the customer’s needs and desires.
In every campaign, we strive to embody our mission: to challenge minds, win hearts, and make our world better. We challenge minds by pushing the boundaries of conventional thinking, creating innovative marketing strategies that inspire change. We win hearts by crafting emotionally resonant campaigns that forge lasting connections between brands and their audiences. And we aim to make our world better by using marketing as a catalyst for positive change, promoting products, services, and ideas that enhance people’s lives and contribute to a better world.
As we move forward, we’re excited to continue exploring the past, present, and future of marketing. We hope you’ll stay with us as we share insights and inspiration from the ever-evolving world of marketing. So, keep your eyes on this space for more thought-provoking discussions.