Marketing, a domain that gives us thousand ways to present something has changed everything in the world. Pakistan currently has 43rd rank in economy. It is forecasted to be 18th by 2050. What does this little fact tell us? That the country is progressing. Yes not by a large scale and definitely not as much as our neighbours China and India, but considering the resources we had in 1947, the situation this country was 69 years ago like using stem leafs to attach papers together instead of stapler pins, Pakistan has certainly came a long way since then. Like all the industries, marketing industry has progressed as well. At the time of independence, marketing industry was in miserable condition, all the advertising agencies in Bombay, Chennai, Kolkata and Delhi became part of India. British and American agencies were the business leaders and Malani & Co was the only advertising agency working in Pakistan whose owner was a Hindu. Then in 1954, first ever advertising agency of Pakistan origin came into being by the name of MPL.
Marketing trends from old to digital times
If you look at how those marketing agencies and different brands used to advertise, you will see that from 1947-1964, only two mediums were used. Print ads and radio spots. It was in 70’s that organizations started to use the TV as a third medium for their marketing and realized the power moving visuals holds. In the late 80’s, TVC’s with computer graphics were created which appealed to masses even more. Continuing the trend of CG in TVC’s, people started to use animations, attractive visuals/ images in the ads using the internet as a medium. Internet ever since its arrival in Pakistan in 1995, slowly but surely has become a major tool of marketing and advertising for brands and the term digital marketing has its own importance in today’s fast growing world.
Digital is the most accurate, transparent, and reliable type of media in 2016. Digital marketing is often referred as ‘online marketing’, ‘internet marketing’ or ‘web marketing’. Digital marketing is different from the traditional marketing strategies as it involves use of channels and methods that enables an organization to analyse marketing campaigns and understand what methods are working and what are not typically in real time. We have websites of all the major brands in the world, their face book and twitter pages, the marketing campaigns using social media channels, the email outreach targeting specific groups, the pay per click model of digital marketing, all reaching the desired target market in their pockets. Who would have thought that their ad can actually reach their potential client in their palms 20 years ago? All those smartphones, tabs, IPad, it’s the world in your hand, and marketers have started to utilize that to an effect that consumers prefer digital marketing over traditional means. We have dedicated digital marketing firms now operating in Pakistan digitalmarketing.pk, cressettech, bramerz, boundless technologies to name a few.
The trend is very encouraging for Pakistan as the brands are utilizing digital means to generate good revenue and return on investments. It saves a lot of time and cost, and provide instant results. Alvin Toffler said that “the illiterate of the 21st century will not be the ones that cannot read or write, but those who cannot learn, un-learn and re-learn.” Marketers have started to shift their focus to digital means and any wise mind would do so as well if they want to stay in the hunt.