I began this blog to provide a summary and some context to many of the complex marketing concepts from Branding, Strategy, Advertising and Digital, discussed in the classroom and to help further clarify and answer the questions of “So What” and “Now What”?
As a college professor in the field of Brand and Digital marketing for the past 5 years, I’ve come to realize the vast amount of marketing reference materials and resources that have been published over the last 60 years. The most comprehensive and complex has not surprisingly been within the last 20 years with the rise of the digital marketing ecosystem.
Prior to my Professor gig, I was a veteran of the advertising industry and grew up in the world of direct marketing where measurement, testing, segmentation and response rates were the standard vernacular. In this new digital world I personally feel overwhelmed with the constantly evolving moving target of measurement and attribution. My nature is to be prepared to teach my students not only accurately, but with relevance and clear application tactics. This is no easy task in this new digital advertising world.
I currently use numerous textbooks, journals, digital news sources, learning management systems, practical experience, thought leadership forums, etc…only to keep confirming that while our marketing ecosystem has evolved dramatically with the sophistication of technology and media channels to reach and engage with consumers. The foundational principles of marketing remain constant and with each new technology, consumer insight tool, adtech networks and platforms, marketers need to continually reassure themselves and answer the question of SO WHAT!