By Josh Cline
As technological innovations occur at an ever-increasing rate, marketers often develop unrealistic expectations because they think that each new gadget or medium has made all of the previous communications strategies obsolete.
Far from it. For example, social media is a form of public relations and not some heaven-sent technology that has changed everything, and as such, it and other online-marketing methods need to incorporate traditional best-practices from the beginning. It is crucial not to throw decades of communications knowledge out the digital window. Companies today need to ignore the so-called “hype cycles” that occur in all new marketing mediums and methods, instead understanding that classic communications theory never changes.Read More