Everybody’s talking about “new rules.” I get it. It’s good shorthand for “things are changing, you'd better get with the program.” The problem is that so much of what is touted as a “new rule” is neither new, nor a rule. To make matters worse, in many cases, the "rule" is either bad advice or not broadly applicable. When questionable tactics pose as fundamentals, the state of the art is not advanced but diminished. A New Fool is anyone who follows poser tactics, sometimes ignoring some actual fundamentals in the process, and then suffers the results.
Given a sagging economy and high competition, the consequences of ineffective marketing can be pretty bleak. Marketers today are under more pressure than ever to produce. They're seeking measurable, bottom-line results, not unproven techniques that just happen to be the newest. If you want to redefine and improve best practices, then you have to be able to tell the difference between forward motion and just plain commotion.
Today's marketers, with one foot in traditional strategies and the other in digital strategies, need to understand the Fundamental Dynamics of marketing and PR. Why? Because not everything is being casually disrupted by online marketing and social media. Really. The fundamentals apply to both worlds. That's what makes them fundamental.
Recent Comments