I was made aware of the new infographic “The Evolution of Marketing Automation” by Jaclyn from BlueGlass, the company that worked on it for Marketo. It provides you an interesting look back through time showing some key moments in marketing history and, of course, it ends with the advent of marketing automation.
Although interesting, I am not sure the infographic format is the best way to visualize this information. First, there is a lot of text, a lot of data, and you have to scroll through infinity to reach the end. My recommendation would be for them to transform this into a nice SlideShare presentation.
Also, the infographic seems to focus more on the evolution of marketing channels rather than the evolution of marketing automation per se. It completely ignores the rise of Fax machines, for example, which were used for B2B outbound marketing until email came along (and also until the Junk Fax Prevention Act was passed in 2005). Other important marketing channels like direct mail, and the once-popular online banner ads of the 90’s are strangely not mentioned.
So for someone who is publishing content with the title of evolution of marketing automation, they are surely missing out on a LOT of stuff that happened before in marketing history. Sure, I get it that they want to focus on the ‘old’ broadcast systems to contrast with the ‘new’ marketing tools (email, social media, marketing automation), but by leaving them out makes the “Evolution of Marketing Automation” topic a bit of a mismatch with the content.
Maybe a good source of comparison is another infographic titled “The History of Marketing“, published by HubSpot about a year ago. HubSpot’s version is also brief (the point of any infographic, sure) but doesn’t overlook key events in marketing history. Another marketing automation vendor, Eloqua, also published an infographic about the same time as HubSpot titled “A History of Disruptive Innovations in Marketing” which focused mostly on the technology advances. Heck, even the simplistic “History of Marketing Channels” infographic from Visual Loop published back in 2010 had more meat.
Maybe I am being too picky. What do you think?
P.S.: for those interested in more information about the evolution of marketing and marketing through history, check out the following links:
- A Brief History of Marketing (Advertising Age)
- The Reality of Mad Men (Hartman Center for Sales, Advertising, and Marketing History)
- The History of Marketing Theory and Practice (Chapter from Marketing: A Critical Text Book)
- A Brief History of Content Marketing (I might as well have a link to my eBook)
- The History of Content Marketing (CMI)