The channels and tools available to businesses and marketers have changed dramatically in the last 50 years.
The fundamentals haven’t changed much at all. Start with your customer in mind and work backwards.
If you understand your customer and target audience it makes your marketing decisions and journey far simpler.
Invest time in profiling your customers:
What do they want/value?
Where are they?
What are their interests?
How do they buy?
When do they buy?
Where do they hang out?
What message do they respond to?
Where are they likely to see and hear your message?
The tools and channels to use should now be much clearer.
Make sure your offering suits each of your target customer segments and use the right message to reach them.
Keep it simple and consistent.