“The more things change, the more they stay the same”.
This is an old philosophical saw.
Does it apply to marketing today? In some ways, yes and in some ways, no. let’s take a look. First, let me put marketing in its proper place. The American Marketing Association (AMA) defines it as follows. “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
I like to position it in the “marketing and sales continuum”. There is generally what is often referred to “institutional marketing.” This type of marketing relates to brand building, organizational positioning, and a myriad of esoterically related areas, all of which are important, but on the “street” the most important aspect of any marketing endeavor is what marketing efforts lead to “revenue generation”.
Let’s look at this as one of those things that “stay the same”. Here is my graphic.
The functionality remains the same. It is the methods that in part stay the same in intent, but differ by methodology.
Part II will start with an example.