After more than three decades in the marketing world, I've witnessed plenty of change. Technologies come and go, trends rise and fall and new generations bring fresh perspectives. But there's one truth I've come to respect more with every passing year: the core principles of marketing don't really change. Only the names do.
Back in the day, we talked about concepts like curb appeal or mailbox appeal (how to make your newsletter stand out the moment someone opened the mailbox). The idea was simple: first impressions matter. Fast forward to today, and what do we call it? User experience. Yes, UX encompasses more than just first impressions, but at the core of UX is grabbing attention and guiding a user to action. Whether it's a website, app or social post, you're still trying to make that critical first impression count. It's still about creating engagement and compelling your audience toward your mission.
As marketers, we must adapt to technological advancements while remembering the tried-and-true principles of what we do. There's a lot to learn about tools and tactics as technology advances — much of which we'll learn from younger marketers who are newer to the field. But as seasoned communicators, we also have valuable wisdom to share with the next generation.
Outside of my role at Radiant, I am a professor of marketing at the local college. I often tell my students and younger marketers: don't get too distracted by jargon. Yes, it's important to stay current, but always remember that the essence of marketing is connecting with people — understanding their needs, speaking their language, delivering real value and building trust over time. That was true in 1995, and it's still true in 2025.
So, while it's tempting to chase every new trend or acronym, the seasoned marketer knows to ask: what's the underlying principle here? Strip away the buzzwords, and you'll usually find a classic idea in a shiny new wrapper.
Marketing isn't about constantly reinventing the wheel. It's about learning to steer it better.
