![]() ![]() McCarthy’s (1960) 4Ps (product, price, promotion, and place) feels as relevant to me today – as a starting point for building effective marketing approaches – as it did when I first read about it in Kotler’s Marketing Management 20 years ago. So how do we stay alert to trends that are legitimately useful to our work and steer clear of those that risk becoming a distracting waste of time? Here are a few ways to stay smart. Digital marketing lore is littered with examples of those who bet the farm on a shiny new thing, only to get left out in the cold in the trough of disillusionment when the bandwagon ground to a halt. If you want to excel in marketing it is your duty to work out which trends to embed in your organisation and shape into competitive difference, but more importantly, which trends to ignore. ![]()
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