There are so many media channels, and so many messages being disseminated through them, that it's increasingly difficult for marketers simply to be heard. Writing for MarketingProfs, Linda Popky recommends three specific strategies for standing out in a noisy marketplace:
- "Understand and internalize the timeless truths of marketing"
- "Get up to speed on today's new digital realities"
- "Focus on the momentum factors that can make or break a marketing team."
Popky says the timeless "core principles" of marketing haven't changed and should be embraced by all marketers: strategy, products and services, customers, market analysis, brand, communication, sales channels, and operations. Still, she writes that "how they are applied" has changed dramatically, largely because of the influence of digital marketing. "Conversations, content, and community" have become the watchwords of our time.
Marketers must also be aware that internal "static" can be distracting, writes Popky. Marketers can "get in our own way" if we don't pay proper attention to organizational commitment, resources, people, technology, and environment.