I think it's now fair to say that marketing has evolved past tactics.
Or to put it another way, any marketing tactic - from social media, to direct mail, to email, to paid advertising, etc. is as good as any other. There isn't a hierarchy of tactics anymore. There really is no way to definitely say, "these are the things we know do and don't work." My twitter feed may beat your TV spots. My live events may overcome your digital ads.
Yet so many of us in the marketing field are still obsessed by tactics. We want to know how to perfectly segment our lists. We want to know the perfect targeting for our digital ads. We want to get all the little things right.
Then you get a reminder that a story destroys a tactic. You realize that 60 million people can gather around one story (with a few tweaks), 61 million around another, and another 120 million around an entirely different story.
There are a million lessons to take from the past few weeks. Here's one I'd like you to consider. As the world becomes more complex and less certain people are looking for reflections of their own identity. They are looking for community in the broadest sense of the word. You may think that community is positive or negative but either way people are looking for it.
Every artist and arts organization is now, essentially, a mirror. People look into it and decide if they can see themselves in it.
So what does a person see when they look into you?
Do they just see a form of commerce? Do they just see a product to be sold? Do they see something that is easily replaceable with cheaper, more available options?
Or do they see something that matters? Something that has a sense of purpose and values so clear that when they connect with it, they see themselves more clearly?
Marketing has now evolved to the point where you can do anything you want, in anyway you want, as long as the story resonates. The hard part is to be specific, clear and intentional with your story.