Getting Back to the Basics of Marketing

A lot of conversations in the world of digital marketing and communications focus on the future.

We talk about artificial intelligence and mobile optimization.

We work towards hyper-personalized content and building communities with our audience.

In the midst of these trends, it can be easy to lose sight of the fundamental marketing strategies that are the foundation of timeless marketing campaigns.

It’s no coincidence that the tactics used in great marketing campaigns from decades ago still translate into effective marketing principles today. A catchy slogan is more than a few random words thrown together. It’s a strategic form of communication that grabs attention. And something like that won’t be disappearing anytime soon. Think about the iconic “Share a Coke” campaign or the Make-A-Wish Foundation’s viral Batkid video. At their core is a story, compelling copy, and a dedicated message. Video marketing may have elevated the visual appeal, but fundamental marketing concepts are at the heart of their success.

So, next time you embark on a new marketing project, consider the following:

  • Who do we want to target?
  • Why are we targeting them?
  • What do they want?
  • What can we offer them that others can’t?

The future of marketing may very well depend on how well we can answer and execute these evergreen marketing questions, using new technology as an accessory, not the driving force.

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Jonah Malin

Jonah Malin is a creative marketing professional, crafting story-driven content to execute a diverse range of digital, print, and social deliverables.

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