When the Wright brothers invented airplane flight 100 years ago, they did not revoke or suspend the laws of gravity to do it. Rather they discovered some principles of aerodynamics that operate within the physical laws like gravity.
This blog explores the Fundamental Dynamics of marketing and the social science of opinion influence (our definition of "public relations"). Fundamental Dynamics have to do with basic aspects of how we function as human beings. How we learn, how we communicate with other people, how we remember things, how we form opinions and beliefs, how we trust and allow ourselves to be influenced by others, how we filter out incoming information that does not conform to our opinions, and on and on.
These are cognitive things cannot be changed
overnight. A lot of it is hard-wired in our DNA. Some are merely habits, but when they become decades old, these habits die hard (if at all). These factors are all going to play a powerful role in the evolution of
new social media and online tools and their successful use. Rely on it. To the extent we can learn the fundamentals, they should be taken seriously by anyone trying to improve best practices for marketing. Think of this:
- If marketing is actually going to be reinvented, shouldn't we make sure that we don't throw the baby out with the bathwater?
- Won't we be more successful if we can find and learn the fundamentals and then apply them to whatever we do?
- And why not also apply the fundamentals to improve those traditional practices that are still valuable and relevant?
We
don't have all the answers. We're searching for them. That's the point. We welcome anyone who cares to contribute or follow along as we try to dissect what now makes successful marketing tick.
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