What fundamental principles of marketing remain unchanged, regardless of the medium?
I would say three basic principles of marketing have not changed: (1) A superior product that provides unique value to customers is still the key to sustained marketing success. A clever marketing ploy may be able to make a product or service temporarily popular. But if the product/service itself is not superior to others, people will eventually leave when the hype is over. (2) Building relationships with customers is important to long-term success. Relationship marketing has long been the norm in B2B marketing. In the B2C area, the marketing discipline has also been advocating relationship marketing for the last decade. This is the result of today’s hyper-competitive marketplace. Social media have made relationship marketing more feasible as they have shortened the distance between companies and their customers. But the basic principles of good customer relationships apply both inside and outside of social media. (3) Be where your customers are. The appropriate place to be, whether it
