Marketing — I'm reading about...

Planning for marketing planning: 14 steps to an effective presentation

“There is no consistency out there in the world of marketing to delineate between brand plans and marketing plans. Many younger marketers assume there are fixed rules, to which they are currently not a party, that nut all of this out in gratuitous detail. Trust me, no such guidelines exist. The practical reality of planning is that marketing plans and brand plans usually mean the same thing. The title you use comes down to the brand architecture of your company and not some hard-and-fast procedural rulebook.”

Business, Professional SuccessHenry GoodmanMarch 24, 2021Work, Marketing

TikTok is nothing new – to marketers, it’s just another ad platform

“We’ve lived through a decade of conference bullshit about reducing the duopoly’s grip on the digital advertising dollar through new ‘hard-hitting’ government policies or worthy (very temporary) advertiser bans. Both Google and Facebook have pretended to listen and learn but have actually just charged on regardless, with barely a blip in the respective EBITDAs. There was never any real potential to derail these two spectacular companies. If anything, the threat of sanction helped both platforms appear to be challenged when nothing could have been further from the truth.”

Business, Innovation, Product DevelopmentHenry GoodmanOctober 20, 2020Advertising, Digital, Marketing