Principles last. Technology changes all the time. The principles your Grandfather used to sell a pair of shoes in 1950 are the same ones Zappos uses to sell shoes now, but with remarkably different technology.
One of my favorite principles is the Know, Like and Trust principle. Here’s how it applies to digital marketing:
Know: People can’t buy from you if they don't know that you exist. Lack of awareness is a key obstacle that you have to overcome.
Like: People need to resonate with your product or service. They need to enjoy the process of buying from you. If your product and your company aren’t likable, you have a problem.
Trust: Your offer is like a bridge to take the customer from where they are now to where they want to be. Build a strong bridge with secure guardrails. Customers respond to safety.