The impact of the social and human in the evolution of marketing

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At the beginning of capitalism, companies were oriented towards developing their product, which was unquestionably excellent and suitable, and producing it in the most efficient way possible. Later, greater business competition led to this orientation being directed towards the sale of these products, which were not as exclusive as before. Finally, at the beginning of the 1970s, companies were oriented towards the market, towards marketing, towards identifying the needs and desires of the target public for the development and proportional creation of products that would generate value and satisfaction for them.

This is how the evolution of marketing is usually explained all phone number in cambodia in any introductory business course, without going into detail about the conditions that have changed since the last evolution in relation to the current situation of the economy and business. Because, although today we talk about a clear and active socialization and digitalization of media, businesses and people; there is not so much talk about the advancement of the traditional marketing perspective that emerged more than four long decades ago.

Meanwhile, today, social media seems to have been called to be the channels that will allow generating engagement between companies and consumers who will be the center of a solid one-on-one relationship. These media feed on content whose success is born from the quality and interest that they publish for their audiences, fed up with the intrusive and massive advertising of the traditional marketing model, and which are measured by the feedback shown.

In any case, the content in these media must, to a certain extent, connect and reach the greatest number of people in both a rational and emotional sphere, recalling concepts and communication techniques such as storytelling. Telling a story is, in many cases, the pillar of all content aimed at achieving the desired engagement of companies and their brands with their consumers.


This is an interesting example that shows that marketing is in a process of evolution. It goes from seeking only the satisfaction of the rational hemisphere of the consumer through the development and sale of a functional product to another perspective that goes beyond and tries to generate a highly emotional experience to captivate, this time also, the most human and wild side of each person: the emotional hemisphere.

This new orientation focuses business efforts on managing the emotions that the use of its products may generate in its consumers and related people. We are talking about human marketing, which is essential for social marketing, which must be based on the sincere and effective desire of companies to generate greater satisfaction.

This new ideology or vision of marketing is attractive and innovative in any case, but there is another final difference that needs to be identified with respect to its traditional vision. The management of emotions in the generation of value for people must be sincere and must not be an alternative technique that simply seeks to generate a refreshed image of the company and its brands through the human factor in order to continue selling.

Using good intentions to sell without actually executing them is called "washing" and, unfortunately, it can happen both in Social Media and in campaigns in all media. Without real, sincere and effective humanity there is no new marketing, there is no social marketing. There is smoke and a desire to continue doing marketing in the traditional way, where people are mere cold pieces of a puzzle, but with "rejuvenating airs" devoid of feeling and meaning.