Gen Marketing
Where Yesterday Turns into History
By Minahil Rasool
Marketing has come a long way from the days of radio ads, billboards, and word-of-mouth, when its only purpose was to spread awareness about a product or service. Back then, a mix of colorful posters and persuasive storytelling, what we now call traditional marketing, was enough to leave a lasting impact. Whether through handmade posters or Instagram reels today, one truth remains unchanged: marketing has always revolved around connection.
That science deepened with the rise of market research. Companies learned to decode consumer psychology and purchasing patterns, relying on data-driven campaigns to stand out. This shift gave consumers more freedom to research, critique, and choose brands transparently, pushing businesses toward more ethical practices. Marketing became a two-way street, where consumer voices could amplify or challenge a brand’s reputation. The saying “All PR is good PR” gained relevance, though it also revealed the risks of missteps. Volkswagen’s 2015 scandal, for example, showed how fabricating environmental claims could cost years of consumer trust. On the other hand, brands like Tesla, Spotify, Coca-Cola, and Huda Beauty have strengthened loyalty by openly addressing social issues, sustainability, and workers’ rights.
The rise of social media transformed marketing into a global conversation. Platforms such as Facebook, Instagram, X, and TikTok allowed messages to reach millions in seconds, at a fraction of the traditional cost. From influencer partnerships to user-generated content, social media gave brands a stage to amplify their presence and create unique identities. But with opportunity came pressure, brands must constantly deliver fresh, engaging content to maintain their audience’s attention. Competition became endless, with every post, view, like, share, and even watch time being measured, analyzed, and monetized. These insights allow marketers to understand audiences deeply and build lasting connections.
The evolution of marketing has also created entire industries of opportunity. Careers in graphic design, filmmaking, content creation, data analysis, and brand management have flourished, making marketing one of the most lucrative and dynamic fields today.
Success is no longer measured by revenue alone but by the attention a brand captures and the perception it creates in the minds of its audience. In this sense, attention has become the new currency.
For businesses, marketing strategy now sits at the heart of planning and execution, requiring careful investment of time, people, and resources. Every campaign is not just about a product, it is about forecasting consumer behavior, anticipating needs, and shaping future loyalty.
Looking ahead, the rise of artificial intelligence and big data promises to transform marketing even further. Predictive analytics and hyper-personalized strategies will allow brands to connect with audiences on an emotional level like never before. Yet, one principle remains vital: businesses should not blindly chase trends but instead align their strategies with what truly reflects their identity and values. Only then will they resonate authentically with their target audience.