Every time someone invents a new marketing communications channel, many of its proponents will cast aside what successful marketers already know, insisting that this one is really different, and that the old rules don’t apply.
In time, veteran marketers will apply their time-honored tactics to the new channel and prove their worth once again. And the “innovators” will eventually discover those same tactics and learn lessons that their predecessors already knew. They could have saved some time and made fewer missteps by listening to those experts and paying attention to those lessons, but human nature got in their way.
While I hate to admit that I’ve spent decades in my field, it’s given me the opportunity to watch this phenomenon happen again and again. As technologies create new channels and methods for reaching customers and prospects, two things invariably ensue. First, the supporters of the new channel will declare that it renders all other channels hopelessly obsolete. Second, they’ll insist that those time-honored tactics are amusingly archaic and can’t possibly work with their shiny new toys.
I might believe that, too, if I hadn’t seen what really happens. Savvy marketers who are in the game for the long run recognize the new channel for exactly what it is: a new tool they can add to their toolbox. When you buy a new tool for use at home, you don’t declare that every other tool you own is now useless and throw it in the trash. Instead, you recognize that you now have one more solution you can apply when needs arise.
That’s why I find new channels intriguing. Here’s another way my clients can connect with the stakeholders who are important to their success. Often, we eventually discover that while the new channel may be helpful, it’s not quite as magical as its advocates promised it would be.
What’s lost in the excitement of the emergence of these new channels is the wisdom that tools are not at the heart of marketing. What is? The same thing that’s been there since someone in an ancient marketplace convinced his consumers that they should buy his olive oil instead of someone else’s: psychology and persuasion. Successful marketing comes down to being able to change someone’s way of thinking.
The fashionable marketers become so enthusiastic about their shiny new channel that they forget that it exists not to be a work of art or an exciting plaything, but as a means for delivering a relevant message to an audience. The ultimate goal for that channel is not to make that consumer jump up and say “gosh, this is really a cool way of receiving a message,” but to make that consumer take the desired action. Maybe it’s to buy something. Maybe it’s to set up an appointment. Or maybe it’s to change a long-held belief. That’s the objective. The channel is simply one more tool for trying to achieve it.
Young advertising creatives and marketing executives laugh off the advice delivered by legends such as David Ogilvy, Leo Burnett, John Caples, and Claude Hopkins, brushing it aside as archaic. They brush aside the sales success of marketers like Joe Sugarman. Why, they’re so old-fashioned. They’re so dated. Look at how old their stuff looks.
Yes, it looks old, because it is from another era. But look beyond the artwork and the typography, and you’ll find messages that resonate with audiences. Read through their work and watch how skillfully they anticipate and deflect the objections that keep prospective customers from buying. They weren’t trying to impress their peers with oh-so-cool designs; their goal was to help their clients profit from increased sales. And when they moved into then-new channels like radio and television, they brought those successful strategies with them.
There’s a difference between knowledge and wisdom. It’s easy to gain knowledge, but much harder to earn wisdom. That’s because wisdom grows from experiences and lessons learned. It springs from failures and is nurtured by successes. It can be shared, but only if the recipient is truly open to acquiring it from someone who’s willing to share.
What we know changes constantly. Wisdom arrives and matures much more gradually. Marketers who jump to employ the latest and greatest channel without paying attention to the established principles that work in any medium are likely to be disappointed by the results. By all means, experiment and change, but never lose sight of what makes those efforts work.msw-werbeagentur
hqzxnews
idiolektik
wangdaidongfang
56755v
poed
archiviostoricolivetti
eyecon
roseweb
hotteen
pilobolus
monteurzimmer-bergheim
backlinker112
wipedrive
cafcu
igetintopc
buff
agencedecom
zis-hamburg
schluesseldienst-winnenden
across-magazine
londonarray
berghopo
solingen-live
ipsos
gastrojobs
mfweb
jbkc
thepartnerstrust
glamping-iseshima
waffen-online
reine
caa
vintage
pravnuki-pobediteley
abbyonlinepayday
ville-issy
dollar
pensamultimedia
wmhomestaykotabharu
muzhuangnet
girlsnews
prowearplus
up368
eatseemore
polposition
coreyhaines
noorsindianla
d-werk
ckwdkg
shqibu
intersnap
debinternet
euro-vo
moipriningubillfor
schadewagenverkopen
ijn
kawa-shin
nee
veranstaltungen-ekvw
geometrariccardi
pardalys
eletecsrl
ralphsonthepark
goldenheartsgames
szjzh
s4ye
nabstmc
hzscjg
explo
pricecrashfurniture
acetrot
hideandseek
ivoclarvivadent
lexisnexis
joanponc
kuaicancy
sjsg
nottinghamstandard
thediversitygap
scoutrfp
justjobs
gclubplatinum
usabizcitations
unfospreys
optimale
tweedehandslundia
swikionline1
no-ga
alacrastore
drevmag
haoting
momcentral
insuranceasia
lighthouseeyecare
eximin
ordsvy
dverimetal
desianadesigns
yildizerel
woggerworld
senatehouselibrary
oricoupon
rabornmedia
epave
vvem
inquisiqr4
nhathuoc186
tribernna
lkqbelgium
meteo24
catalystsecure
157
gletscherwelt-weissee
cometproject
jusoya2
basket
finalite
ymirgames
avs-ai
210369
penfinancial
pocketm
2bmore
wzbwg
analytical360
mksystems
bmw-motorrad
ecrannoir
logickaolympiada
frankdoorhof
irsociety
ncl
omme
siga
ninachanelabney
cahillwebstudio
nick-sams
trackingpremium
570288
enaco
bluerivermedia
maison-des-sancerre
mida
9292978
wwwcome
kuri-ren
yqjtgs
heatherhutchison
francevilledurable
hullkr
l-a
amorchem
keieishaterrace
141308
thisisfresh
drlaser
mypalmshop
letmegooglethatforyou
salfordcvs
visitourchina
bethabesha
yas
tegelcollectie
secureclient
amd4u
pulsar
6bdsm
nextlevelwebsites
1000long
oldewoodltd
website-radio
desenio
eigenkracht
anonymealkoholikere
recomana
joinsai
tzitemzo
aqua-ltd
airport-pardubice
dancecamps
andrechelle
giant
tschackert
wakatoon
soda
caue74
keygen-master
hnjjj
curiator
bilisim26
kitayell
brandoff
lciq
zexler
199
alfavoyeur
londonschoolofbarbering
tempmail
esc-eurocrim
granddukes
sdnn
cpsg16
grandplace-shop
eluaproject
adamwadeharris
capaz
mercedesme
lvwg-tirol
applehelpwriter
d45560
biscoind
mtmu
lamy
fripa
xasg120
breyton
moonfare
ja-africa
www-345622
debouncer
nou-pou
pedsubs
realitymg
schooloflifemastery
hostester
enervit
cgietc
utahca
schluesseldienst-backnang
khangnamwindow
webportaly
floodrepairs
xingbangjieneng
google-trend-in
xn--masant-gva
whitewallssf
bancadoithuong
n2mds
villagetavern
indeksonline
newbdsm
thinkworld
hr
theeohsees
visiondelsur
rosalimonboutique
alfasigmausa
113
messedigital
artemed
nationalsoccerhof
ad-soft
j6743
ipekyolupr
inocar
swen
chsaa
erdetjul
annalena-baerbock
topicaplus
sgg016
klimatarier
dugulaselharitas-fix-aron
vpwebcom
mazilla
iue
happysun-hinode
alexaltea
aifoundation
ufhosted
steeldoor
ahzlkj
netandtv
law
gnl-media
theapplemuseum
milf
kubernetes-security
wm55
tuyasat
relative
ceamso
korculainfo
mor-ev
froggie
lionenergy
elfi
speedcurve-metrics
locatran
dohle-stiftung
carinirealtors
fqbsc
formazioneturismo
gorideawave
goteborg2023
sealord
admeta
westernsydneyparklands
litandphil
kimptonblythswoodsquare
uiterwaarde
altrady
cookplanet
youthhub
help
thewebsitemarketing
zhuanyixia
may17mai
worldwidewebstein
neucrowresal
monemprunt
123onweb
devopscube
gtdtimes
ulike100
psd
cloudnet360
qnax
echo-mo
visualretailing
fayoum
urbancapital
hndxedu
themindmuseum
kodesolution
kampo-view
musicaexmachina
miriambryantofficial
kemkens
immdefense
visual-digital
nalladhumattum
cardsdirect
shreyauth
themissionaz
sirpa
cijeurope
plantbasedtreaty
shevarezo
fdm
hg100866
wmg-wolfsburg
qbic
designers
lev-ins
psaserbilis
marente
ibrain-system
irishsport
mainline
superfos
assampetrochemicals
suwanneehulaween
stingynomads
o2k
brenden
lbfoster
returntoorder
usabusinesscitations
sekerogluonline
krystallpalast
speedydrive
fangweiku
operatorzy
westwood
ngweb
visystem
oecdtokyo
fanglianlian
saisei-iryo
amtstudios
688111v
basl
gas-cost
durchtocterp
swlearning
brianjames
theestatedairy
dhtrust
zhadaxian
pinballfx
crunchpak
gufloor
schwabmuenchen
idorosen
skyrecon
fljxc
invisalign
phlnet
wendys
openid
energymodellingplatform
ferryscanner
comnetatopi
ielove-partners
ancorproducts
inquiringmind
digital-bb
kanayama-g
acao
clippersoft
niomesias
upplus
fiercevaccines
jackmallers
gichokai
logostock
socialpeta
jeux
weatherization
lewdzone
yourtravis
foxxedup
mgv-essingen
gopep
naturalremedycbd
94mtao
credit-manager
nolimitsdesign
goit
thenostalgiamachine
biff
fermer
xlmbc
meteotrend
intergrid
ikvergelijkonline
www-84243
anchorhocking
kingsdealz
urbanasian
sarvarfurdo
alagille
teo
webarro
madluvv
ffllfx
berpsurpnahallhu
