Despite the massive changes and disruptions that marketing has seen over the past 50 years or so, some wisdom is just as relevant today as it was back then.
Here are 26 quotes that will show you why the more things change, the more they stay the same.
“It takes 20 years to build a reputation and five minutes to ruin it.” – Warren Buffet, Investor and Businessman
To maintain a stellar brand reputation, prioritize the customer’s experience, deliver world-class customer support, personalize customer interactions, and use social listening tools to keep abreast of both negative and positive customer experiences.
“Nobody counts the number of ads you run; they just remember the impression you make.” – Bill Bernbach, Founder of DDB
In his 1961 book Reality in Advertising, Rosser Reeves explores The Unique Selling Proposition (USP). Reeves outlines the criteria for an effective proposition:
- A brand must make a genuine proposition to the consumer.
- This proposition must be completely different from those created by competitors.
- This proposition must appeal to the general public.
While generating a large number of ads can help gain your brand exposure, it’s your Unique Selling Proposition that will really resonate with your customers. If you haven’t nailed that down, you could run five ads or 50 without making much progress.
“The best marketing doesn’t feel like marketing.” – Tom Fishburne, Founder of Marketoonist
Today’s consumer is turned off by blatant advertising. Instead of trying to market and sell, build trust with your audience by providing them valuable and authentic content.
“Innovation needs to be part of your culture. Consumers are transforming faster than we are, and if we don’t catch up, we’re in trouble.” – Ian Schafer, Co-Founder & CEO of Kindred
The consumer’s expectations are higher than ever. In order to be effective, marketing must keep pace with the demands for transparency, personalization, and ease of purchase experience, among many other things.
Take the time to analyze recent customer data. You want to get a holistic view of your ideal customer. How well are you meeting your target audience’s needs?
“Without facts and principles, data is useless.” –Bob Hoffman, Writer, Speaker and Type A Group Partner
Data is necessary, but your job isn’t over after acquiring it. Use your data to strengthen the customer experience and increase engagement.
“Marketing is no longer about the stuff that you make, but about the stories you tell.” – Seth Godin, Bestselling Author and Blogger
Your product doesn’t need to reinvent the wheel. The way you stand out is by building your brand.
“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” – Scott Cook, Co-Founder of Intuit
Customer reviews are 12 times more trustworthy than product descriptions. Don’t just accept the fact consumers define your brand, embrace it. Your customers are your most effective marketing strategy.
“Content is fire; social media is gasoline.” – Jay Baer, Founder of Convince & Convert
Content and social media have a symbiotic relationship. While content needs the distributive powers of social media, social media needs the substance content provides.
“We need to stop interrupting what people are interested in and be what people are interested in.” – Craig Davis, former Chief Creative Officer at J. Walter Thompson
If your content provides real value, it won’t be viewed as an interruption, but something worthwhile to engage with.
“Google only loves you when everyone else loves you first.” – Wendy Piersall, Author, Blogger and Artist
You can hit the right keywords and provide your own spin on popular, trending topics. Ultimately, if users find your content engaging and compelling, the Google rank will follow.
“Don’t be afraid to get creative and experiment with your marketing.” – Mike Volpe, Startup Marketing & Growth Expert
Take risks and make bold choices. Sometimes creativity requires deviating from the norm.
“Does your content lead readers on a journey, or does it merely stuff them as leads into a pipeline?” – Ann Handley, Chief Content Officer of MarketingProfs
Aim to create a seamless customer journey. Think of ways you can distribute experiences alongside your products and services.
“Content builds relationships. Relationships are built on trust. Trust drives revenue.”– Andrew Davis, Bestselling Author, and Keynote Speaker
Your content is fundamental to building a loyal customer base and increasing revenue. It’s how you develop relationships and grow your business.
“90% trust peers on social networks (even strangers); only 15–18% trust brands.” – Danny Brown, Award-Winning Marketer and Author
Social media is an influential leader. Remember, people are always more likely to trust real people over brand statements.
“Your most unhappy customers are your greatest source of learning.” – Bill Gates, Co-Founder of Microsoft
Don’t avoid or try to cover up negative reviews. It’s best to assume that your company will face situations that require special attention. Be prepared and always try to learn from your mistakes.
“People don’t buy what you do, they buy why you do it.” – Simon Sinek, Bestselling Author, Motivational Speaker and Marketing Consultant
Always go back to the “why” of your brand. This is what consumers find compelling.
“Every email is a customer survey of your target market. They vote on what resonates best with them.” – Kath Pay, Founder and Senior Consultant at Holistic Email Marketing
Be tactful with your email marketing. Send messages with clear intentions in mind and thoroughly analyze your results after.
“One of the best ways to sabotage your content is to not tie it to your goals. Know why you’re creating content.” –Ellen Gomes, Senior Content Marketing Manager at Marketo
Fluff has no place in today’s digital landscape. You can’t just create content for the sake of creating it. Ground your content with clear objectives.
“Mediocre marketers think in terms of campaigns. Great marketers think in terms of growth frameworks.” – Neil Patel, New York Times Bestselling Author and Marketing Expert
It’s not enough to think on a campaign level. You have to think holistically about your marketing and audience.
“In the time you took to read this sentence, 20m emails have been sent.” – John Wattson
According to research from the Content Marketing Institute, email is the third most popular distribution channel following social media and a company website or blog. Be vigilant with your metrics.
“Think about what the user is going to type.” – Matt Cutts, Administrator at the U.S. Digital Service (USDS)
You have to genuinely know your customers in order to anticipate their behavior. Think about what they typically search for.
“There’s a problem with the word ‘social.’ Social is not just Twitter, FB, etc. Social is a language.” – Andrew Gill, Chief Strategy and Execution Officer at Cetera Financial Group
Social media has transformed every industry and is growing more ubiquitous every day. Social media is fully integrated into digital marketing, no longer just one component of it.
“Good marketing makes the company look smart. Great marketing makes the customer feel smart.” – Joe Chernov, VP of Marketing for InsightSquared
Make your customers feel like they are making a wise decision by buying your product.
“Marketing takes a day to learn and a lifetime to master.” — Philip Kotler
One never stops learning in marketing, and this is a reality to be embraced.
“The modern marketer is an experimenter, a lover of data, a content creator, a justifier of ROI.” – Kim Walsh, Marketing Campaign Manager
Marketing encompasses digital PR, communication, content strategy, product design, sales, market research, tech development, and more. By leaning into the dynamic nature of marketing, you can unlock its full potential.
“Take a risk and keep testing, because what works today won’t work tomorrow, but what worked yesterday may work again.” –Amrita Sahasrabudhe, Vice President Marketing at FastMed
Change is a constant in marketing. Be agile and innovative.
Ready to put this inspiration to work with a new marketing strategy? Give us a call!