June 26, 2020

Some marketing principles will never change. As we are in the middle of some of the most uncertain times in this country, we thought it would be important to reinforce the marketing tactics that will never change from a recent Ad Age article. Marketing is constantly evolving. As technology advances and customer needs change, so does marketing. Members of the Ad Age Collective have seen multiple marketing trends come and go. They tell us these marketing principles will never change:

These 10 Marketing principles will never change:

Right message for your audience

Marketing is about getting the right message to the right audience. The tools to do that may change but at the end of the day the goal is still the same. Get the right message to your target audience. - Dan Beltramo, Onclusive

Getting the product right

Customers are exposed to new products every day. Therefore, it is crucial for marketers to perfectly fit their product or services to their customer needs. - Reid Carr, Red Door Interactive

Creativity and inspiration

Creativity and inspiration remain the decisive factors in driving brand success. Therefore, marketers must make time to inspire their audience. - Maggie O'Neill, Peppercomm

The need for ideas

The most valuable product an agency can offer a client is big, bold, business-altering, projection-crushing, trendsetting ideas. - Chad Robley, Mindgruve

Telling stories that connect to the heart

Finding an authentic story that showcases your brand's uniqueness. Then, find the best way for it to reach the heart of your target audience. - Arjun Sen, ZenMango

Human-to-human communication

While measuring is an important part of marketing, the key to success is communication. Successful marketing is communicating thoughtfully to the human on the other end. - Patrick Ward, Rootstrap

The use of psychology

Marketing relies on psychological concepts to make its strategies effective, such as influencing people's feelings. What this means for leaders is that they would benefit from learning more about psychology.- Syed Balkhi, WPBeginner

Measuring your ROI

One thing that will never change is ensuring you are getting a return on investment for your marketing spend. A brand should always ensure they are not only branding, but are also growing their business with direct ROI at the same time. - Jessica Hawthorne-Castro, Hawthorne Advertising

The human imagination

Technology has caused many things to become automated and made efficient. However, the human imagination will never be automated. Ideas drive the purpose and possibilities we need to thrive as a culture and industry. - Lana McGilvray, Purpose Worldwide


The one thing that will stand the test of time is being authentic to your brand. Recently, we have seen campaign messaging shift, but the creative executions that resonate with consumers are the ones that stay true to your brand message. Refining your message and mission will help brands develop stronger connections with consumers. - Cathy Oh, Samsung AdsCarolina Macedo, the author, is Project Coordinator of Marketing Keys.

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June 26, 2020