This column marks the 15th anniversary of Its Your Business.

The previous 179 columns, more than 80,000 words, have covered a broad spectrum of marketing and communications. Reviewing these topics I noticed that many of them are still as relevant today as they were when written years ago.

For example, column number one emphasized the need to develop a comprehensive communications plan and that still holds true today. Also, in that first year the subject of branding was highlighted and how your brand must become a part of your everyday business life; again, an integral part of today鈥檚 marketing strategies.

Some of those early columns also dealt with social media and how it was going to dramatically change the way not only how people communicated and sought out information, but also how businesses would have to embrace this new technology. Today, the use of social media and the internet in general has gone way beyond what many people envisioned in 2010.

The column has also dealt with a myriad of issues that still play a major role in developing strategies. Contingency planning, crisis management, social responsibility, the importance of good PR and the need to integrate your strategies across all the channels you use to communicate with your audience. These are still relevant subjects that play a major role in planning.

Emphasis has also been placed on the need to understand consumer behavior. What motivates the consumer, putting generations into perspective, taking complaints seriously, relationship marketing and numerous columns on how to reach out to different target audiences - all topics that are still part of today鈥檚 marketing and communications strategies.

One recurring theme was the need to look internally at your business. Such as the need to stay on top of new developments, trends, setting goals and having a firm grasp on just exactly why you are in business and who your customers are. What are your strengths and weaknesses and most importantly why should people do business with you?

A number of columns also dealt with taking a creative approach to how you communicate. From the right words to use to your visual approach, whether it is on-line, in print, how you present yourself in-person or your store鈥檚 appearance. Also highlighted was the need to develop captivating visuals, memorable slogans and the use of creative storytelling designed to capture a customer鈥檚 attention. These techniques all still relevant, not only helping cut through the clutter but also making your business more personable and increasing customer engagement.

Learning from the past has also played a role in the topics covered, to quote Maya Angelou, 鈥淚f you don鈥檛 know where you have come from, you don鈥檛 know where you are going.鈥�

The basic principles of marketing and communication have not changed. Rather than try to reinvent the proverbial wheel, it is wise to take advantage of what others have learned in order to keep moving forward and this takes time and commitment.

Joe Smith is a communications consultant and an accomplished fine artist. He can be reached via email at joesmith@shaw.ca