Think about this concept: "All Marketing Works."

I know many will disagree with this concept, but work with me for a minute. All marketing works, but a lot of times, we are aiming at the wrong target. 

For example, a large traditional media campaign designed to raise awareness about a product will probably work. People will be aware, but they may not buy our product. Another example, a large campaign is launched to drive sales of a certain product. For the duration of the push sales levels increase, but it is an artifical bump.

This is by no means revolutionary, but why don't we focus on helping people. We make widgets. This company was started because people needed widgets. Why don't we aim to help those people. Companies stray from their initial goal in search of more dollars. This builds an artificial security with the company.

Keep your eye on the prize. Know where you are aiming. Shoot for the heart. All Marketing Works.