Marketing mediums have changed, but the basics remain the same

The previous weekend was a big one for retailers, with Black Friday leading into Cyber Monday.

We’ve been moving our office and I found an old newspaper ad that I won an award for writing back in the day when I used to sell ads for print. Essentially, it aimed to achieve the same results many e-commerce businesses have been targeting over the Black Friday weekend.

I was trying to pack people into a new restaurant, and it worked. But I used the same basic methods that we still use today. The message really hasn’t changed, just the form. The ad had to grab people’s attention and it had to have a call to action. None of these things have changed, right? The only thing different is the medium.

Everything is faster now. Instead of waiting for photos from the developer, we quickly approve digital images. Ads can be approved in seconds, as well as putting up completely new ad copy if we find one particular version doesn’t work. I guess that’s the most powerful thing about the medium right now  its ability to adapt at a moment’s notice  as well as the ability to display multiple forms of data that will inform your marketing decisions.

I was speaking to a client this weekend after we packed customers into their annual sale. They were up about 50% this same weekend last year. They were saying it was the best day ever for sales, and we grew the offline business through online marketing. The effort has almost come full circle, moving back in some cases to using the internet to grow offline sales and drive foot traffic into bricks-and-mortar establishments.

There are so many possibilities today. You just have to work out what’s the right fit for your business and your customers. Start with identifying your buyers, the best way to connect with them, and how to grow your brand.

This article was originally published on

NOW READ: How to whip up a marketing plan: Six ingredients to create your base

NOW READ: Four fundamentals for positive word-of-mouth marketing


Notify of
Inline Feedbacks
View all comments
SmartCompany Plus

Sign in

To connect a sign in method the email must match the one on your SmartCompany Plus account.
Or use your email
Forgot your password?

Want some assistance?

Contact us on: or call the hotline: +61 (03) 8623 9900.