When your message is compelling, you’re ahead of the marketing technology curve

Posted on April 30th, 2009 by | Filed under: Marketing in a Recession, Soap Box

As the tools of the advertising and marketing trade shift, some marketers may embrace it all with gusto, throwing away the ‘traditional’ models in favor of new media metrics. Some may resist or dread the new tools. Both positions are unwise.

The smart marketer knows:

  • We’re not replacing old channels with new–we’re redefining the roles of all new and traditional channels in the marketing mix.
  • Creative campaigns and branding concepts are essential across all kinds of media.
  • You can get ahead of your competition by bringing some tried-and-true principles to the new media.

Today we have blogs, social media, Webinars, email, and various avenues for making these media work together and talk to each other. However, as many did during the dot-com bubble back in the early 2000s, some get enamored with the technology and forget about the power of fundamental corporate image management and creative marketing campaigns.

When you step into marketing technology tools, don’t forget about the creative. It could jump you ahead of your competition.


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