Classic Marketing Insights to Celebrate the Internet’s 50th Birthday


High-tech image of Earth from space with connected communication lines.

The assortment of applied sciences that make it potential for you to learn this at the moment are 50 years outdated, as the Internet lately celebrated its first half-century milestone, and we wished to mark the event by sharing a number of high digital advertising and marketing and tech insights from the 1960s to 2020 and past.

Starting with the 1960s and dealing our manner by the 2010s, we’ll discover a few of the traditional know-how and advertising and marketing that has change into synonymous with the Internet, and we’ll additionally look forward to an unknown however absolutely fascinating future.

Decade 1 — The 1960s

The 1960s.

On October 29, 1969 the first on-line message was despatched, between computer systems at UCLA and the Stanford Research Institute, utilizing ARPANET — which might ultimately morph into the Internet we all know right now.

The first message was deliberate to be the command “login,” nonetheless the system crashed upon typing in the second letter.

A second try at sending “login” was made — this time efficiently, infamously cementing “LOL” as the first three characters ever despatched on-line, combining the “lo” from the first failed message and the “l” from the begin of the profitable second message.

through GIPHY

Early researchers and customers of the ARPANET and the computer systems it will definitely linked paved the manner for what would change into the Internet and — a long time later — the Web, and a few had eager perception into the potentialities of the new on-line know-how.

In the 1968 publication “The Computer as a Communication Device,” Internet pioneers Joseph Carl Robnett Licklider (1915–1990) and Robert W. Taylor (1932–2017) wrote:

We consider that we’re getting into a technological age wherein we can be ready to work together with the richness of dwelling information-not merely in the passive manner that we’ve got change into accustomed to utilizing books and libraries, however as energetic members in an ongoing course of, bringing one thing to it by our interplay with it, and never merely receiving one thing from it by our connection to it.” (Kurzweil Library)

The Web and the rise of social media revolutionized and globalized the kind of ongoing on-line interactions Licklider and Taylor predicted greater than 50 years in the past, they usually additionally went on to change the face and future of promoting.

Hewlett-Packard co-founder David Packard supplied up an early know-how business advertising and marketing quote that’s nonetheless related right now:

“Marketing is too important to be left to the marketing department.” — David Packard, co-founder of Hewlett-Packard Click To Tweet

Marketing departments are vastly completely different right now than when the first “LOL” was despatched in 1969, nonetheless, using ever-growing numbers of digital and conventional channels and methods, and providing expanded strategies resembling content material advertising and marketing that even Packard could have admired.

An even earlier visionary in predicting on-line potentialities is thinker and sociologist Ted Nelson, who coined the time period “hypertext.” In 1960 his Project Xanadu sought to create a worldwide laptop publishing system utilizing hypertext linking to construct a common library, an concept that was a forerunner to what would change into the Web.

Decade 2 — The 1970s

The 1970s.

The 1970s introduced the first e-mail, e-commerce techniques, safe on-line transaction processing, and the bulletin board system (BBS), the true precursor to the Web.

Ward Christensen is the father of the BBS, programming the CBBS software program throughout a Chicago blizzard in 1978, and likewise the creator of the XMODEM protocol that made early file transfers simpler.

“CBBS was certainly the most fun programming project ever,” Christensen has mentioned. “My original idea of a message system was to have users contribute articles for our [computer] club newsletter, but as it formed, a message system seemed more interesting,” he added. (Slashdot)

Christensen’s BBS know-how grew to join private laptop customers round the world in a manner that had by no means been seen in individuals’s personal properties, liberating data alternate from the often-exclusive maintain that instructional, navy, and authorities computer systems had beforehand held.

An early e-commerce patent was filed in 1972, whereas 1976 introduced safe on-line transaction processing for monetary establishments, and in 1979 the first on-line purchasing system was demonstrated. Here’s a 1977 ARPANET logic map, exhibiting standard laptop nodes of the day resembling the PDP-11:

1977 ARPANET Map

In the world of promoting, the 1970s introduced the creation of so-called synergy advertising and marketing, and the quantity of adverts shoppers noticed each day grew.

“The more you tell, the more you sell.” — David Ogilvy Click To Tweet

The American Association of Advertising Agencies has estimated that in the 1970s the common U.S. shopper was uncovered to some 1,600 each day adverts, with simply 12 of these producing a response.

The 1970s additionally noticed the rise of  “positioning” as a high advertising and marketing technique, and 7UP’s well-known “Un-Cola” marketing campaign sought to take market share away from business chief Coca-Cola, ultimately doubling 7UP’s gross sales. (AdvertAge)

The marketing campaign went on to change into certainly one of the most well-known campaigns of the twentieth century, as Duke University explored in “Uncola: Seven-Up, Counterculture and the Making of an American Brand.”

Here’s certainly one of the Un-Cola movies:

The “un” theme continues to be used right now, as 40 years later marketer Scott Stratten printed his “UnMarketing” and “UnSelling” books, as our CEO Lee Odden explored in a 2014 interview right here.

“Focus on the stories behind the logo — create current positive experiences and long-lasting ‘wow’s to delight and move your market into comfort and loyalty.” — Scott Stratten @unmarketing Click To Tweet

Decade three — The 1980s

The 1980s

The 1980s noticed the first growth of database advertising and marketing, the precursor to the highly effective buyer relationship administration (CRM) and social media advertising and marketing techniques we’ve got right now.

The ‘80s additionally noticed the emergence of relationship advertising and marketing, guerrilla advertising and marketing, desktop publishing, and the first computer-oriented spam — though some declare to have encountered spam in the late ‘70s.

In 1983 the movie “Wargames” got here out, and for youngsters like me it was an early mainstream publicity to dwelling laptop modems and on-line hacking. A 12 months later I purchased a Commodore 64 laptop and a modem and began my very own BBS, which I operated till 1990.

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Here’s a screen-shot from my outdated BBS:

BBS Login Screen

Marketers usually level to Apple’s Macintosh-debut tv industrial as not solely certainly one of the high adverts of the 1980s however of all time, having been chosen by each Advertising Age and TV Guide as the biggest industrial ever.

Perhaps certainly one of the finest commercials and advertising and marketing methods of all time was the Orwellian Apple Macintosh commercial entitled ‘1984,’ which launched the Macintosh revolution. The one-time airing of the 60-second spot throughout the 1984 Super Bowl turned a watershed of American promoting.” (AdvertAge)

Here’s the industrial, which ran throughout the 1984 Super Bowl:

In the briefing for the industrial, Apple co-founder Steve Jobs mentioned, “I need to cease the world in its tracks.” (Adweek)

“I want to stop the world in its tracks.” — Steve Jobs Click To Tweet

Decade four — The 1990s

The 1990s

With the 1990s got here the launch of the World Wide Web and its first webpages, the incorporation of Google and Amazon, the first forays into search engine optimisation (Search Engine Optimization), viral advertising and marketing, CRM, and Integrated Marketing Communications (IMC).

When Sir Tim Berners-Lee invented the Web, certainly one of his greatest objectives was to make it simpler for individuals to discover data on the Internet — an ambition that has undoubtedly seen large success maybe past every other know-how in historical past.

The Web as I envisaged it, we’ve got not seen it but. The future continues to be a lot larger than the previous. — Sir Tim Berners-Lee @timberners_lee Click To Tweet

Decade 5 — The 2000s

The 2000s

The decade of the 2000s noticed the emergence and meteoric rise of social media, as LinkedIn (consumer) and MyHouse launched in 2003, Facebook in 2004, and Twitter in 2006. It additionally introduced the widespread use of built-in advertising and marketing.

One Internet pioneer who has labored at the forefront of on-line know-how since the 1960s is Vinton Cerf, who in 1973 co-developed the TCP/IP protocol that the Internet makes use of, and who has labored for Google since 2005 as a vice chairman and chief Internet evangelist.

With such a prolonged historical past in know-how, Cerf nonetheless finds time to look forward. “I’d like to know what the Internet is going to look like in 2050. Thinking about it makes me wish I were eight years old.” (Esquire)

“The closer you look at something,the more complex it seems to be.” — Vinton Cerf @vgcerf Click To Tweet

Decade 6 — The 2010s

The 2010s.

The 2010s have up to now seen the continued growth of influencer advertising and marketing, the founding of Instagram in 2010, Pinterest in 2011, and TikTookay in 2017, the newest in a historical past of promoting that stretches again over 1,000 years.

“Make your customer the hero of your stories.” — Ann Handley @MarketingProfs Click To Tweet

Happy 50th birthday, Internet, and right here’s to a advertising and marketing and tech future stuffed with persevering with innovation, significant storytelling, and much more highly effective connections.

We’ve additionally taken time this 12 months to look forward to the tendencies and techniques that can unfurl in 2020 and past. Here are 5 latest articles to assist your advertising and marketing efforts as we take on-line advertising and marketing into its subsequent 50 years.



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