Recently, in a dead laptop battery on a plane moment, I was thinking to myself how has the drive towards technology and community affected marketing? Is there a formula or equation that I could devise to show this?

I started from the commonly held view that, historically, marketing was considered a black box into which money was poured and out came something 'creative'.

Moving on to where we are now, I began with the elements which are normally part of a marketing program:

People - you've got to have great people
Money - you don't get anything good for free
Tech - everything has some tech element
Customers - customers are at the heart of everything, right?

The next part of the process was to think about how these things interact with each other and this is what I came up with:








How I got there was, budget and talent are constants between old and new school marketing and have a combined effect. Technology allows you to be more efficient and effective in your marketing, enabling you to get more done and in essence multiplying your output. Finally, your customers can have an exponential impact on the effectiveness your marketing, so the preceding bit has to be to the power of customers.