If there's a field that changes every day, it's marketing.
New AI models, best practices turning into worst practices, Google trying to get rid of keywords, and Meta removing ad buttons like crazy.
The beautiful thing about marketing—or any field—is that everything can change.
Platforms can change. Specific tactics can evolve. Creative processes can be handled by machines, just like companies, funds, and investment strategies that update as you read this line.
But what doesn't change?
The fundamentals.
These are the things that stay important no matter which platform you use or what product you market. Just like investing fundamentals—time in the market and finding strong companies—marketing fundamentals have stayed the same for hundreds of years.
But in our era, when many things get disrupted and sometimes we don't know what to expect, they become vital.
So what are they?
Here are 8 essential marketing fundamentals:
People want solutions to problems. The bigger the problem and the faster they want it solved, the more they'll pay.
Most people buy with emotion and justify with reason. They make the purchase decision emotionally, then rationalize it afterward.
It's easier for humans to connect with people than with company logos—unless the brand is huge.
Markets, products, and strategies evolve drastically, but human desires stay roughly the same.
Every source of traffic has a price.
No one knows what will work. Sophisticated funnels can flop while ugly text ads make millions.
The best brands are the best storytellers.
It's tough to scale a bad offer.
There are more fundamentals, of course! But the key thing is to stay loyal to them at all levels.
Stay updated with changes, but don't depend on them entirely.
Because even if you don't read a marketing magazine for a few days, you'll know that your strong foundation has you covered.