[SMK] Social Media Knowledge


Number Crunch: Marketing Data

Marketing data has come a long way since 1967, which is when the term Direct Marketing was first coined.

From mass mail-outs to telemarketing and TVCs, the modern marketer has greater access to customer data and more powerful tools to deliver tailored content than ever before.

A new infographic from MarketingProfs shows how the tools of the trade have evolved over time. 


The swinging sixties marketer favoured direct mail on a broad scale, at least until 1963 when post codes were introduced and allowed more targeted campaigns.

The microchip was also invented, allowing computers to efficiently process large sums of information. The decade ended with “direct marketing” being coined, referring to communicating directly with customers based on household and demographic information. 

1970s – 1980s

As the world moved from flower to corporate power, the 70s and 80s used large databases to analyse customer data, creating targeted groups that were engaged through direct mail and telemarketing.

1988 saw the term “database marketing” first appear, defined as using various channels to keep an electronic database of customer demographics. 


The final decade of the 20th century saw the rise of the internet and with it Customer Relationship Management (CRM). 

Campaign Management Software was created and in 1995 the deregulation of the internet led to massive email databases being created.

By the end of the decade the term “big data” is being thrown around. 


The new century saw advances in technology that allowed marketers access to real time data, while consumers responded by initiating a DNS (Do Not Call) register and email opt outs. 

In 2007 the iPhone was released, heralding the era of the always-connected consumer – a boon for email and SMS marketing. 

The rise of social media platforms allowed marketers to converse directly with consumers. In 2011 Twitter has 500 global users and 175,000 tweets are sent every second.

By 2012 Facebook has 1 billion users and 293,000 updates are posted every second. All this information allows campaigns that are more targeted and timed than ever.

To find out more visit marketingprofs.com.

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July's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
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Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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