In the old days, marketing simply meant advertising:
- Advertising needed to appeal to the masses.
- Advertising relied on interrupting people to pay attention to a "message".
- Advertising was one-way: company-to-consumer.
- Advertising was exclusively about selling products.
- Advertising was based on "campaigns" that had a limited life.
- "Creativity" was deemed the most important component to advertising.
- The agency winning advertising awards was more important than the client winning new customers.
- Advertising and PR were separate disciplines run by different people with separate goals, strategies and measurement criteria.
In a separate post, he takes notice of the new publishing model: It is about delivering content when and where it is needed and branding you or your organization as a leader in the process.
Note the key word in the first phrase: content. While some may be romanced by the latest tools, technology and widgets, it's a strong content strategy that drives a successful campaign. Then and only then can the latest hoo-hah be used to bring the content to life.
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