|Morris Levine, 212 Park Street. 11 years old and sells papers every day--been selling five years. Makes 50 cents Sundays and 30 cents other days. Location: Burlington, Vermont (LOC) (Photo credit: The Library of Congress)|
What used to work for promotion in the past is not necessarily going to work now. Only within the past decade or two has social media been available for promoting business and self. Now it is one of the foremost marketing channels to consider in any campaign. New social media opportunities are opening up on a continual basis. Today's marketer has to be savvy about new communication technology and stay on top of what the next big thing will be.
This is not to say that old ways should be discarded. They should not be depended upon in the same ways they were in the past. Newspaper doesn't have the same influence as it once did, but a significant number of readers are still out there and the publishing companies that want to survive are transitioning to having an online presence. Press releases are still important to get into the right hands. If you have the budget, newspaper ads can still have some effect.
Media is in a constant state of flux and nothing is as dependable as it used to be. The best marketing strategy is to distribute your presence over a wide range of resources. Keep track of which methods work the best and analyze how and why. If it worked this time for you, the marketing method might be worth staying with, but don't always count on it. Experiment and be inventive.
Marketing is not an exact science and the field is ever-changing. The primary thing to remember is that the point of marketing is to bring attention to something or somebody and educate your potential marketplace why they should believe in and want what you have to offer. When a marketing coup is scored, you have accomplished the ultimate goal of a promoter. If you manage this coup then remember the process, but don't necessarily expect for it to work every time. Yesterday is not today and today is not tomorrow.
What old advertising methods can you think of that don't work very well now? Have you ever revived an old-style method with success or seen a campaign that has done this? What advertising methods do you think will be used with success in the future?