The more things change, the more they stay the same


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Marketing is getting complex. But at the same time, it’s basically the same as it’s been for hundreds of years.

Marketing now requires more technology than ever before. The channels we use to reach and influence prospects and customers are multiplying like rabbits. The integration required, including technology systems that need to interact and talk to each other, let alone the reporting and analytics we need to make sense of it all, are not making our job any easier.

And yet, marketing hasn’t really changed.

The way we execute will continue to evolve and require increasing complexity for the foreseeable future.

But human behavior is universal. How we approach problems, how we wrap our heads around needs vs. wants vs. outcomes. The fundamentals of human behavior, and how we can drive and impact it as marketers, continue to work the same way they did in the early 20th century and well before.

The best marketing book I read last year was Scientific Advertising, written by Claude Hopkins in 1923. It’ll cost you a buck on the Kindle and take about 90 minutes to read.

When you finish, or as you read through some of his main points, close your eyes and tell me the main point doesn’t sound like something that could have been written today.

Marketing is changing. But it’s also all just the same. If you can’t master the fundamentals, all the tools, systems, integration and analytical packages aren’t going to be nearly as effective.

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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