If you asked today’s grandparents what “transactional marketing” looked like in their day, you’d probably get a warm smile and a story that begins with, “Well, back then…”
Well. Back then, marketing was simple, sturdy and built to last.
Transactional marketing meant trust you could see, feel and experiences in-person. This would be a coupon clipped from the Sunday paper, a salesperson who knew your family, but ultimately a brand that earned loyalty through consistency and a handshake that conveyed more security than any 40-page privacy policy. Customers didn’t need retargeting ads to remind them what they liked. They remembered — or their neighbor reminded them over the fence.
Fast-forward to today and transactional marketing looks… different.
Coupons became promo codes. Handwritten receipts turned into instant email confirmations. The friendly store clerk? Replaced by a chatbot that cheerfully says, “Hi! I’m here to help, but I may not understand sarcasm.” Transactions are faster, sleeker and algorithmically optimized — but often a little less human.
And tomorrow?
Picture a toddler ordering snacks through a voice assistant or a teenager ignoring traditional ads because their AR glasses filter brands based on values, mood and maybe even horoscope. These future digital natives will expect personalization before they even realize they’re customers. “Customer journey” might become literal — mapped by AI with GPS precision.
But amid all this technological wizardry, there is one truth that remains: marketing isn’t just about the transaction. It’s about connection.
That’s where modern brands — especially in MSP and technology solutions — find their sweet spot. By blending yesterday’s sincerity with tomorrow’s innovation, companies can create experiences that resonate across generations. Grandparents still value reliability. Today’s buyers crave convenience. Future grandkids? They’ll demand personalization with a side of ethical transparency.
The brands that win will bring intention back into marketing — showing customers they’re more than data points or wallet sizes. They’ll use digital tools to build relationships, not just conversions. They’ll prioritize trust, authenticity and storytelling in ways that make every generation feel understood.
At Michael Mackenzie Communications, this is what we champion: helping organizations communicate with clarity, craft strategies that feel human and build loyalty that outlasts trends, devices — and yes, even that bright red refrigerator still running in the garage.
Because in any era, good marketing isn’t really about the transaction. It’s about the feeling that keeps people coming back — generation after generation.
This blog is courtesy of Account Manager Jenna Levy.