The Making of Marketing: How Global Corporate Giants Developed Close-Knit Consumer Relationships
- Andrew Huynh
- Mar 17
- 4 min read
By Andrew Huynh
Introduction To Marketing
It’s the art and science of not only connecting people to products made by minuscule and large-scale corporate giants alike but rather a strategic way of presenting experiences that add value to every viewer’s lives. It’s more than just selling; it’s about building relationships, telling stories, and understanding the ever-changing dynamics of human behavior. But what exactly are we describing? This is the study of marketing. In a world where attention is the most valuable currency (right below actual currency), effective marketing strategies transform ordinary companies and monotone brands into unforgettable ones, creating trust, loyalty, and a boost in sales! Whether through a carefully crafted campaign to connect with a certain audience in the form of a viral social media post or a heartfelt partnership with a community, marketing bridges the gap between needs and solutions, turning aspirations into reality.
Marketing refers to the activities a company undertakes to promote the purchase or selling of its products or services. This includes advertising and allows business to sell its products and services to consumers, other businesses, and organizations. In its most basic form, marketing seeks to match a company’s products and services to consumers who desire access to them, ultimately ensuring sales and profitability. Within the study of marketing, there are the 4 P’s of Marketing: product, price, place, and promotion.
The Emergence of Marketing
In a plethora of unconventional ways, marketing has existed since humankind had anything to sell, dating all the way to 3.000 BC when the first evidence of marketing practices were recorded on clay tablets in ancient Mesopotamia in cuneiform writings. But, if we analyze marketing through a pair of scholarly lens, according to renowned marketing professor and author Dr. Phillip Kotler:
“Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential.”
Kotler Marketing Group
So, referencing this definition, the practice and usage of marketing isn’t necessarily marketing if it doesn’t take place in an identified market and is unable to bring profit to the marketer. Taking this into account, the earlier form of design and marketing came after the Gutenberg printing press was invented in 1490 in the form of print handouts. Soon in 1741, the first magazine was printed in Philadelphia, and with it came print advertisements. By then, posters started emerging in the 1840s and evolved into a popular form of advertising a variety of events. About twenty years later, in 1867 the first recorded renting of a billboard arrived in 1867 marking the beginning of outdoor advertisement. Of course, as new technology developed, so did new forms of marketing. The groundbreaking invention of the radio in 1922 made advertisements more accessible, and radio advertisements soon became a normal occasion.The first televised advertisement for Bulova clocks came in 1941. The real growth of marketing as we know it today in the twenty-first century and it evolving into a global and profitable industry has only happened due to this linear growth in the period between the 50s and 70s—a period known as the Golden Era of Marketing.
What Marketing Looks Like Today
In today’s marketing field, brands are increasingly leveraging humor and social media to engage audiences. Duolingo, for instance, has transformed its green owl mascot “Duo” into a social media sensation by personifying it in humorous (and sometimes unhinged) scenarios. This approach has led to videos consistently garnering millions of likes, as the company keeps up with trends by using popular audios or partnering with influencers. By hopping on viral memes and trending topics, Duolingo maintains brand relevance and entertains its audience, making the language learning process much more fun and engaging compared to its counterparts. Their strategy includes regular trendjacking, prioritizing entertainment, personifying their mascot, engaging storytelling, and direct audience engagement. This multifaceted approach has significantly contributed to their massive user base and rapid growth, not to mention as most recently their mascot “died,” pressuring users to return to their daily language lessons that not only garnered more users but also made users engage with and talk about the app more than a traditional ad campaign ever could.
Similarly, brands like Burger King have employed humor to address serious topics. In their “Whopper Neutrality” campaign, Burger King used a humorous approach to explain net neutrality by intentionally slowing down service for Whopper orders, leading to customer frustration and highlighting the potential impact of internet speed regulations. This blend of humor and social commentary not only entertains but also educates consumers on important issues, demonstrating how modern marketing can be both engaging and thought-provoking.
So Why Does This All Matter?
A common thread among all successful marketing campaigns is their ability to build strong emotional connections with their consumers. Whether through humor, storytelling, or social advocacy, brands create relatable and engaging content that fosters a sense of loyalty and trust. As showcased above, companies like duolingo are just one of MILLIONS of companies that employ the use of entertainment and cultural relevance to make the messages memorable, ensuring that audiences feel personally connected to their brand and overall company. By leveraging social media, humor, and interactive experiences, businesses not only capture attention but also cultivate long-term relationships with their consumers. This approach transforms marketing from a one-time advertisement into an ongoing dialogue, making customers feel valued and heard. Ultimately, the most effective campaigns are those that go beyond selling a product—they create a community where consumers feel invested in the brand’s identity and mission.
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