Yes, this is a loud and attention-grabbing statement, but it serves a purpose. Modern marketing, according to marketers, is a complex, byzantine part-art part-science (with a little bit of magic thrown in).
This image of marketing is useful to marketers. They get to protect their turf and overwhelm clients and employers with acronyms, trendy strategies, and often irrelevant metrics to justify fees and salaries. Often, without delivering a bottom-line business benefit. I’m talking about cash money return on investment that marketing can deliver, but often does not.
It doesn’t need to be this way. We can do better. So, let’s talk about how you can start getting better business outcomes today, without bullshit.