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5 Eternal Marketing Lessons You Can Hang Your Hat On Trends may come and go, but columnist Dave Davies shows that the core principles of marketing are just as applicable today as they were decades or even centuries ago.

We digital marketers exist in a fast-paced world, where the rules and strategies change on an almost daily basis. In the past few weeks alone, there were discussions about a potential algorithm update, YouTube and Facebook crossing major user thresholds, and various changes to Google’s displays, including Google News and its mobile app feed. One could be led to believe that there is little that is constant in the world of marketing. One would be wrong. In fact most of marketing is, at its core, the same today as it was in decades and even centuries past. Today, we’re going to review five marketing lessons from over the years and examine how they apply in today’s world. Marketing lesson #1: On people

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“When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion.”Dale Carnegie Back in 1936​, Dale Carnegie published the book, “How To Win Friends And Influence People.” Even without all the user metrics we have today, he understood one of the most important truths we work daily to understand: people are driven by their emotions and not by logic. As marketers, we understand this from a tactical level but often fail to remember it as a guiding principle. We understand that changing a button hue can significantly impact the number of times it’s clicked, or how the orientation of a person’s eyes in a picture can either guide us to content or the back button. What Carnegie captured in this one simple sentence, the entire industry of CRO is built on. So while we look to the numbers and metrics behind our experiments what we really need to remember is that what we’re seeing isn’t simple data, it’s an emotional reaction to different experiences. Through understanding this we can better understand why some tests work while others don’t and craft new ones based on the data, of course, but more importantly, a deeper understanding of what that data means apart from just, “people click orange buttons more”. Fun Fact:​ Dale Carnegie was born “Dale Carnagey” — however, he changed his name in hopes of being associated with the completely unrelated millionaire Andrew Carnegie. He even rented out Carnegie Hall in 1916 for a lecture.

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