The Principles of Effective Marketing Haven’t Changed in 30 Years.

It seems to very much be human nature to look back nostalgically and say how things are so different than in “the Olden Days”.

As someone whose marketing career started very much in the “Olden Days”, over 30 years ago, when I became Brand Manager of Jack Daniel’s in the UK, I can certainly point to huge changes in the marketing landscape from the plethora of TV channels, the digital/social media revolution, the rise of social responsibility and now the entry of AI into the marketing arena.

However the basic principles of the marketing world that I entered still resonate today. As the examples below point out, what has changed is the implementation of these principles. 

1. Consumer Insight is Key - The need to understand your target audience and extract resonant and relevant insights through consumer research has always been the key ingredient to a successful product innovation or campaign. What has changed are the substantially greater quantities of data available and the advanced analytic tools. However, it is still effective insight identification that makes the difference. 

2. If the product isn’t meeting a real need it will flop. The biggest trap of any company is falling in love with the technology and innovation behind a product. The marketing history books are full of failed innovations from Betamax video tapes to the Amazon Fire phone. Remember don’t launch a product because you love it, rather because the target audience needs it.

3. Own The Customer Journey - The need to lead the target audience from Awareness, through Interest and Consideration to Action is another unchanged marketing principle.  What has changed is the complexity of the journey from what was once a linear progression through a limited number of potential touchpoints to a more complex multi-touch journey 

4. Authenticity Builds Trust - Brands have always stressed their heritage in order to build trust. How many stores would include “Established in 1888” in their messaging? In today’s world of fake news and consumer skepticism authenticity is even more important as is being seen by the growth in UGC and customer testimonials.

5. Thumb Stopping Stand-Out Creative - Attracting attention has always been a key facet of advertising. 30 years ago it would be to stop the thumb from turning to the next page in the magazine or newspaper, today it is to stop the thumb from scrolling down the Facebook feed! 

6. Stand Out Presence at the Point of Sale - Jumping out from the retailer’s shelf and using packaging to clearly communicate the product was always a priority and this hasn’t changed.  Only today the shelf is more often virtual and the packing is the product page. In all cases there is little more than 2 seconds to catch attention and communicate the product offering.

7. Word of Mouth is the most Powerful Medium - Trust in friends and family recommendations has always been greater than trust in traditional advertising. What has changed is not the need for word of mouth recommendations but the decrease in the number of friends and in person family interactions which has led to on-line reviews often filling the void. 

8. Be The First Option - So much focus is given these days to being the top Google Search result whether as a result of SEO or paid. Whilst Google wasn’t around 30 years ago the same principles applied. Companies would rename themselves AAA Plumbing Services to be top of the options in Yellow Pages or would pay to appear first in catalogs.

9. Video is King - Moving images have always been the best way to combine rational and emotional messages.30 years ago this basically meant TV or Cinema. The range of options has grown significantly but the power of the moving image is a strong as ever.

So whilst the environment has certainly changed dramatically in the past 30 years, the principles of effective marketing are as relevant today as they were in the “Olden Days”.