The birth of Google in 1998 marked a turning point in the way companies relate to their customers. In just a few years, digital marketing replaced traditional telemarketing, forever changing the way consumers search for information and make purchasing decisions.
Pre-Google Tele-Marketing Mastery
Before the digital era, telemarketing was the main tool for companies to reach potential customers..
Call centers went on the "hunt" for leads through cold calls, direct mailings and ads in traditional media. Consumers had few options to research products on their own.
- Tele-marketing interrupted consumers' daily lives with unsolicited calls.
- The information provided was biased, focused on product features.
- Customers depended on what companies decided to communicate.
This dynamic gave a lot of power to brands, which prioritized metrics such as leads generated and units sold over customer experience.
Google's Rise Empowers Consumers
The emergence of Google in 1998 changed the business-customer relationship forever. For the first time, people could research products on their own through simple and fast searches.
- Consumers gained the autonomy to inform themselves without depending on what companies wanted to tell them.
- This forced brands to offer more transparency and focus on creating valuable content.
- Digital marketing has democratized information.
In just a few years, traditional telemarketing has become obsolete in the face of a more empowered and independent consumer.
Customer Experience Becomes a Priority
Faced with a self-managed user, brands had to rethink their strategy. It was no longer enough to focus on sales at all costs; it was now necessary to prioritize the customer experience at every touch point.
Digital marketing and growing social channels gave consumers a voice. A bad experience could now escalate quickly, damaging brands' reputations.
In just 20 years, Google has transformed the way companies relate to their audiences. The rise of digital marketing prioritized customer experience over sales metrics. Brands that do not evolve and continue to think of the user as a lead and not as a person are doomed to disappear. How has Google impacted your industry?
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