Out with the old and in with the old (again)

There’s been a lot of talk lately about new methods in marketing. Many agencies have re-packaged themselves as digital marketing shops, and even more have started up offering clients lots of ways to maximise ‘new’ media. It occurs to us that even though there are lots of new channels to reach our audience (largely through the internet), the methods are actually just the same as they’ve ever been.

In fact, good old-fashioned marketing skills such as generating insights, developing compelling creative, getting under the skin of the target audience, setting up measurement criteria from the outset and measuring and evolving ad infinitum are still as relevant as ever. And, as the number of channels broadens, we need to ensure that our communications are in the right place, at the right time with the right message. Sound familiar to anyone?

Amanda McDonald