While marketing best practices are in a state of near-constant evolution, it's striking how many fundamental principles have been here for as long as the discipline itself. Yes, algorithms change (as do the platforms on which they operate) but several basic principles stay constant. Leading marketers understand this – and that’s what sets them apart from the competition and allows them to deliver the most value.
David Ogilvy is regarded by some as the pioneer of modern marketing and advertising. Born in 1911, he established foundational principles that continue to shape how we think about marketing today. One of his most enduring insights? The importance of offering customers a meaningful promise that addresses a real need or problem. Ogilvy’s life spanned the pre-television age through to the birth of the internet, and his philosophy remains as solid today as it was in his lifetime.
This article looks at the essentials every marketer needs to keep in mind. They may have updated and adapted over time, but the fundamental principles remain fundamentally unchanged.
Give your expertise away for free
Content marketing is not new. Back in 1895, farming equipment manufacturer John Deere published a magazine that appealed to its customer base: farmers. The magazine provided useful information based on its expertise and gave it away for free. In so doing, it indirectly promoted the company’s farming machinery products to its target audience.
This basic principle holds firm today, connecting your brand to people through sharing useful information – and not asking for anything in return (although if you gate the content, you are not strictly giving it away for free).
So, that’s why content marketing works. Whether through blog posts, videos, webinars, newsletters, explainers, and so on, it’s brands that really educate and inspire that can over time establish goodwill and authority. HubSpot does this better than most – the company generates huge amounts of traffic through blogs, free tools, and downloads that train businesses in sales and marketing best practices. It has created real authority as a go-to resource for inbound marketing. In contrast, Duolingo use fun and entertaining content on social media, as well as its widely-read blog to gain a dedicated user base and strengthen its brand voice.
Both these companies understand that if you give generously, consumers will be more willing to give you their time and trust. And when the time comes for them to make a purchase, they will come to you, a company they feel they share a relationship with and a business they trust.
Measuring success
Prior to the digital era, responses to marketing were estimated using indirect methods such as sales performance, coupon redemption, or direct response measurement in mail or phone orders. Businesses depended on customer surveys and focus groups (as well as things like Nielsen ratings) to measure awareness. This would be supplemented with information gained through trade show leads, retailer feedback, and market share. But there few immediate ways to respond.
In the digital age, it’s possible to know a remarkable amount about customers. AI tools can assist agencies by measuring basic metrics (such as conversions) and actual business outcomes. This in turn can then be linked to a specific campaign to help marketers make better and more informed decisions.
Yet, according to research from Wharton (University of Pennsylvania), there is more to the story. While data and analytics have become central to modern business, relying solely on numbers doesn’t paint the whole picture. Their research found that a truly customer-first approach requires a deeper, more human understanding, which comes from observing customers directly in real-world contexts. Their argument is that the most effective strategies combine data with behavioural insight.
Really knowing your audience
Forget the funnel. If you don’t understand the fears that keep your customer up at night, you’re just shouting into the void.We mentioned this earlier when talking about Ogilvy. The fundamental questions (Who are they? What do they want? What problems do they face?) have not changed over time and remain key elements of every successful campaign. They are crucial starting points.
But how we get to know them has changed a great deal. These days, we are moving beyond simple demographics to better understand attitudes, fears, desires, and habits of decision-making. Those marketers who really know their audience will be able to predict needs and form relationships that go beyond selling products. AI has enabled sentiment analysis, making it possible to evaluate customer opinions and emotions through deep analysis of social media and online reviews.
Ultimately, having the capacity to stand in your customers’ shoes and see the world through their eyes is the difference between average marketers and superstar ones. While knowing your audience is an evergreen concept, the level of detail and the type of data you collect is what has changed.
Messaging: Putting clarity over cleverness
One of the oldest rules in the book of marketing is this: If your message isn’t getting through, you have failed. It doesn’t matter how clever or subtle you think you are being, and it doesn’t matter how wildly creative your approach is – if the message hasn’t got through loud and clear, you’ve failed.
This is also why concepts like the UVP have endured for generations. They force clarity in the marketer’s thinking and their message. The key is to articulate not just what you sell but why it matters to your customer in the first place.
Being consistent
Rome wasn’t built in a day, and trust isn’t earned that way either. Established marketers have always understood that showing up consistently, across all channels, in a clear voice and with real value is what makes a real impact.
Tactics may change over time, but your brand’s voice and bedrock values should remain constant. This reliability breeds familiarity, emotional attachments, and long-term loyalty.
Thinking short and long-term
Short-term marketing chases conversions. Evergreen marketing builds relationships. While both are important, lasting success depends on the latter.
Email marketing, loyalty programmes, community-building on social media, and personalisation efforts all work best when they’re used to deepen relationships. Treating your customers like people ensures long-term advocacy and repeat business.
Test, learn and adapt
‘Test and learn’ is one of the oldest and most versatile adages in marketing. Whether it’s the tools or the channels, the power of experimentation never gets old.
No marketer knows what will work every time. The strongest are always testing –
whether it’s headlines, CTAs, offers, and so on. They then hone their work based on what they learn from data. They regard failure as feedback to iterate, rather than a full stop that signifies the end of something.
This culture of curiosity is what leads to long-term broad improvement. It guarantees that your marketing will develop.
The past and the future of marketing
Trends come and go. Platforms change. Algorithms evolve. But the core of good marketing is based on timeless principles that never change. Know your audience. Communicate clearly. Deliver value. Build relationships. Measure impact. Invest in brand. Test and learn. Solve problems. Respect your audience.
These are the timeless marketing fundamentals – whether it’s John Deere in the 1800s or HubSpot today. These are not simply strategies but philosophies that have stood the test of time. We know that marketing will keep evolving. The question is: Will your strategy be built on trends – or truths?
