Public Relations & Social Marketing Insight

From virtual reality to live video, business owners shouldn't chase every new marketing trend that comes along. In fact, often reexamining what has worked in the past and thinking about how to apply those successes on new platforms is the first place to start.

Look, for example, at Mastercard. The payments technology company has been globally recognized brand for a very long time. Mastercard's chief marketing and communications officer, Raja Rajamannar, says that his biggest task when hired in 2013 was to optimize a pre-digital brand for the present-day.

Rather than ditch a mature campaign to make his mark, he looked at the long game. Here are four lessons we can learn from it about optimizing your marketing in the digital age...