Nothing new under the sun
I have sat through many online marketing seminars, read thousands of blogs about the ‘new’ tools of digital marketing. There is quite often little that’s original in them. They tend to be rehashed, reworked or reconstituted for a new medium and a new audience.
Once you learn how to use these new tools, the underlying principles of marketing remain the same. Regardless of the tools we use we are still working with the same material – we are ultimately trying to influence what Seth Godin calls the ‘lizard brain‘.
Digital Marketing v General Advertising
Anybody who has worked for marketing directors for which “the big idea” is everything will recognise the tensions between general advertising and direct response. It seems that the data driven, customer focussed nature of successful online marketing is at odds with those that worship at the alter of creativity. But, this is nothing new. The David Ogilvy clip below tells it far better than I can.
