It's easy to get excited about the new, cool parts of marketing - mobile applications, interactive video, Twitter and Facebook, interesting new ways to reach out to people, that sort of thing. Excitement is good, and there's nothing inherently wrong with any of those techniques - don't get me wrong.
But it can become a problem when the fundamentals are neglected, and there's nobody there to talk to your customer when they call the 800 number - or when you're so busy developing a cool Facebook app that you start to lose track of what your customers actually want.
Cool is cool - but fundamentals are fundamental.
Read Pete Blackshaw's article, Back to Boring.
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