With the continued growth of social media and digital marketing, and the abundance of channels for marketers to communicate with consumers, are we beginning to forget the fundamental truths of successful advertising? I recently read an interesting article by Pete Blackshaw, VP of Nielson Online Digital Strategic Services, who discusses the need for advertisers to get back to basics.

In his AdAge article, “Marketers Get Back to Boring”, Blackshaw offers up some great building blocks for advertisers to focus on trust, customer relationship management, emotion, feedback, listening, patience, and leadership. According to Blackshaw:

“Social media and digital marketing will only succeed – and only sell through the organizational layers – if we ground it in deeper, more established marketing truths, not ephemeral campaigns, one-trick pony moments, or hypocritical oaths or proclamations.”

The new, innovative marketing concepts we are embracing today all have roots with these rudimentary building blocks. Companies like Proctor & Gamble were seeking to engage and listen to consumers years before social media and digital marketing were around. The difference now is that by utilizing the new technology, brands have a greater ability to engage customers and have a conversation with them rather than talk at them.

Blackshaw ends his article on an excellent point:

“At the end of the day, what truly matters is less about social smarts than good, old-fashioned leadership. Leaders inspire and drive change -- irrespective of platform, cause or brand. Most important, great leaders always follow the consumer.”