IT MUST BE CLEAR
Marketing must be easy to understand, clever puns are fun. But more often than not it doesn't help get the message across. It is more important to communicate clearly and quickly than cleverly.
IT MUST BE EFFICIENT
Marketing needs to generate measurable results. If those results are brand awareness, leads, sales or other results they must be measurable and plans must be agile enough to change if they aren't performing.
IT MUST BE ELEGANT
There's a fine line between pure efficiency and elegance in marketing. One can argue that the ROI of spam it great, but it isn't elegant and to remain in the minds of the customer, it should be elegant.
IT must be truthful
Marketing is worthless if it promoted untrue or altered facts. Getting a thousand disappointed visits is worth nothing, but a hundred satisfied visitors will turn some to customers.
it can be ON A BUDGET
Great marketing isn't great because the campaign costed millions. Great marketing can be done on a budget. Big ideas work because they can be executed with the resources at hand. Huge budgets just open the floodgates for Big Ideas, the smaller the budget the smarter one must get to find the Big Idea.
IT CAN FOLLOW TRENDS
One doesn't always need to set the trend, great marketing can follow existing trends, as long as one is aware that one is following a trend and that it may soon be over. Obsessing on setting new trends is both expensive and inefficient, unless one has billions to spend.
IT IS NEVER Confusing
Whilst there are always many messages, plenty of options and even more exceptions the marketing and its design is always focused on a single message for that moment. It may not work for everyone but it works for the majority and that is most important.
IT ISN'T CHASING SHINY OBJECTS
Unfortunately too many marketers are chasing the latest channel and shiny objects. One must always look out for new channels. But it is more important to understand why and how they fit in the mix because many don't and they become a distraction.