Embrace the new media, but don’t forget the old lessons.

We are living in exciting times with new uses of technology supplementing and sometimes replacing traditional forms of marketing and promotion. Websites are maturing into fully interactive customer contact and sales delivery points. Social networking is allowing people to find connections with others who they might not otherwise find. But in the rush to experiment and work with the new media, do not forget the lessons learned in using the more mature alternatives. Ask and answer these important questions before you spend a dime:

1. Who are we trying to reach?
2. What do they really buy from us (not just what we are selling) and why?
3. How are we really different from our competition in ways that are material to our target markets, not just to us?
4. How do they prefer to get their decision information?
5. Where do they hang out-in person and on line.