learn from the greats There are few business disciplines that offer the silver bullets on offer in marketing, and more specifically, marketing related communication. Almost every year, there is a new silver bullet guaranteed by a group of ‘specialist’ consultants, or advertising agencies, to drive superior results. Consider: The advertising silver bullet in the 1960s; […]

learn from the greats There are few business disciplines that offer the silver bullets on offer in marketing, and more specifically, marketing related communication. Almost every year, there is a new silver bullet guaranteed by a group of ‘specialist’ consultants, or advertising agencies, to drive superior results. Consider: The advertising silver bullet in the 1960s; The public relations silver bullet in the 1970s; The direct marketing silver bullet in the 1980s; The CRM silver bullet in the 1990s; The website silver bullet in the 2000s; The permission marketing silver bullet around 2005; The social media silver bullet around 2010; The content marketing silver bullet around 2015; The ‘multichannel’ silver bullet – alive and well in 2016. While the dates may be a arguable, I am sure you get the picture. The facts are: Every so often, there is another specialist offering yet another silver bullet. Those ‘so oftens’ are getting…