People are simple creatures, and how we connect, relate, and ultimately sell to those simple creatures has stayed relatively the same over the past 50+ years.
What HAS changed is how we market those connections and sales to reach our present-day consumers. With the introduction of digital media, marketing itself saw a tremendous shift in messaging, with the same overall tone: the psychology of human behavior (which remains eerily the same).
From the rise of motivational research in the 1950s to the modern use of data and artificial intelligence, the field of psychology has played a significant role in shaping the evolution of marketing and will likely continue to do so in the future.
Advertising in the 1950s
The 1950s were characterized by a rise in mass consumer culture and the introduction of new technologies. During this time, the scientific approach to advertising was born, with psychologists starting to focus on the concept of motivation, which is the driving force behind human behavior.
Researchers were interested in understanding what motivates consumers to make purchasing decisions and how marketers can use this information to their advantage. As a result, marketers began to create advertisements that appealed to consumers’ emotional needs and desires. This was a significant shift from traditional advertisements that relied solely on facts and features.
Advertising in the 1950s was characterized by a focus on mass media and a reliance on simple, straightforward messaging. Through Rosser Reeves, the Unique Selling Point (USP) was born, with the primary goal of informing consumers about the features and benefits of a product or service and persuading them to make a purchase.
Advertising in the 1960s: The Golden Age
In the 1960s, dubbed ‘The Golden Age’ of advertising, social psychologists began to explore the role of social influences in consumer behavior. They found that people are heavily influenced by the opinions of others, particularly their peers and people they hold in high regard. This led to the creation of new marketing tactics, such as word-of-mouth advertising and referral programs.
This golden era also saw a shift in advertising as the industry began to embrace a more creative and experimental approach. The era saw the rise of “Mad Men” and the development of new advertising techniques, such as brand storytelling and lifestyle advertising.
During this time, the theory of brand image was introduced, emphasizing the importance of creating a consistent and compelling brand identity. These tactics and theories still hold significant influence in marketing today, with many brands utilizing storytelling and image-focused campaigns to build strong connections with their audiences and drive brand loyalty.
The 1970s + 1980s
The 1970s and 1980s saw the development and influence of cognitive psychology, which focuses on how people process information and make decisions. This led to a greater understanding of the mental processes involved in consumer decision-making and how to truly connect and influence those decisions.
Marketers began to use this information to create advertisements that would be easily processed and remembered by consumers implementing techniques such as subliminal advertising and imagery to appeal to consumers’ unconscious desires.
The 1990s + Early 2000s
In the 1990s and 2000s, the field of neuroscience began to take shape, offering new insights into how the brain retains and utilizes information. Researchers found that the brain is wired to respond to certain stimuli, such as bright colors, bold images, and attention-grabbing sounds. Marketers began to implement these findings to create ads that were designed to capture consumers’ attention and elicit an emotional response.
In recent years, the field of psychology has continued to evolve, and marketing practices have continued to adapt accordingly.
Advertising in 2023: Present Day
The rise of the internet and social media has created a wealth of new opportunities for marketers to reach consumers with the help of emerging techniques like search engine optimization, social media advertising, and influencer marketing, creating more meaningful connections over time.
Advanced data analysis and technology further support this effort, enabling advertisers to reach consumers with highly targeted and personalized campaigns.Present-day advertising leverages psychology to create impactful and effective marketing strategies by utilizing this data to better understand consumer behavior and motivations, allowing brands to tailor their messages and engage with their audience in a meaningful way.
The Future of Marketing + Advertising
The future of advertising will continue to rely heavily on technology. Advances in artificial intelligence (AI) and machine learning will likely lead to the development of new marketing tools and techniques, like personalized advertisements and virtual shopping experiences.
The increasing use of virtual and augmented reality is also influencing the way that companies interact with consumers, potentially creating immersive shopping experiences that are bespoke to each customer. Another trend taking shape is the growing importance of sustainability and environmental responsibility. As consumers become more environmentally conscious, companies are likely to place greater emphasis on marketing products and services that are environmentally friendly and sustainable. This may include the use of eco-friendly packaging, the development of sustainable supply chains, and the promotion of environmentally responsible practices in advertising.
How will your business react and reflect the future of advertising?
Let StellaPop help you with the roadmap.
