Humans need an equilibrium to survive. For example, too much rain results in floods, destruction of life and crops, etc. Too little rain leads to a drought. You get the idea. Similarly, a marketing organization needs an equilibrium of the “old” and the “new”.
Too much “old” and the organization misses on the latest innovations in technologies and marketing channels. Too much “new” – the organization misses on decades of proven fundamentals and experience of marketing 101.
The trick is to maintain the “right” balance that enables a constant flow of marketing fundamentals that are applied in new and different ways that leverage the latest channels and technologies.
