GOING DIGITAL DOESN'T CHANGE THE FUNDAMENTALS

There is much debate and discussion these days about the tactical use of non-traditional or “digital” media. For example, there are a host of digital experts who claim that it was the use of social media such as Facebook and Twitter along with regular e-mail and texting that won the election for Obama. However, it is always good to remember that it is not how the message gets out that is important, though using all available means to tell people your story is a given. The real reason for Obama’s victory is not the media he used, but the message he gave consistently -- one of hope, clarity and reason, a badly needed elixir after George Bush fomented rage globally and at home. 

In all marketing communications having a message that inspires and engages is the real key whether that message gets out using digital or traditional media. Too many people in business are overly enamored with new media while ignoring the fundamental laws of attraction that govern communication. If you aren’t interesting and engaging, you won’t be heard, no matter what medium you use.