Beyond technology: The marketing truths that stand the test of time

Recently, I listened to an interview with the CMO of a Global Financial Tech company, whose comments on marketing fundamentals resonated with my own journey over the past 20 years. Despite waves of digital change, the core principles of marketing, as he explained, are timeless, unchanged and certain to remain essential for the next five, ten, even one hundred years. I couldn't agree more. 

Insight: The heart of marketing

The first step is generating good insight. Whether it’s uncovering product truth, brand truth, or market truth, real impact always starts with a clear understanding of what resonates with your target audience and the broader market environment - considering shifts in consumer behaviour, technology, the economy, regulations, competitors, and social or cultural trends.

As the CMO said, digging deep for genuine insights lays the groundwork for everything else. Marketing anchored in insight connects, persuades, and grows regardless of the platform or trend.

Storytelling: Turning truth into engagement

Armed with strong insights, marketers craft compelling stories that resonate with their audiences. This principle is ageless and incredibly powerful. I’ve mentioned in many blogs that stories have always moved people, they build trust, create meaning, and differentiate brands. Stories help people remember, research shows people are 22 times more likely to remember a story than a fact. The platforms may evolve, but the power of storytelling remains at the heart of every successful campaign. 

Distribution: Reaching the audience

Once the story is shaped, distributing it efficiently and effectively is critical. The methods may shift from digital to print, mass media to micro-targeting, but the core principle remains the same. Getting the right message to the right people at the right time. This is a timeless challenge and opportunity for marketers.

Measurement and iteration: The marketer’s cycle

Measurement, learning, and refining are how great marketers grow. By tracking results, learning from what worked (and what didn’t), and making improvements, you keep getting better each time. The CMO put it simply: this cycle is marketing’s engine, and it won’t change in the next century. The tools will advance, and data will flow faster, but the discipline of continuous improvement stays vital.

Recommit to the basics

For B2B leaders and marketers, the message is clear, embrace these timeless principles and let them guide your strategy, no matter how much technology advances. 

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