January 2010

How an Integrated Marketing System can Strengthen Your Business

What does marketing mean to you? To many it’s just a mixture of advertising, branding, direct mail, websites, email marketing, and so on. Some will feel that it’s an ill-disciplined, hungry beast that always needs feeding and when you look at it it’s difficult to see if it’s delivering anything tangible for your business. Whereas others will feel that it’s a vital tool instrumental to the future success and growth of their business.

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Is marketing the art of excellent nonsense?

“Let’s think outside the box.”
“We need to optimise our first mover advantage.”
“In the court of public opinion.”
“Cut-through and engagement.”
"Pushing the envelope"

What excellent nonsense. This is the art of stating the seemingly obvious in language that ensures that everyone misses the point. And it’s not easy – in fact it’s very challenging to use such nonsensical words and sentences.

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How common is common sense?

Experience suggests not very. Indeed, there seems to be a serious lack of it!

So why is it this? Why is it so many people in business hide behind facts & figures, acronyms and general jargon? Isn’t it time we got back to communicating in good old fashioned plain English that everyone can understand? Or is the real reason for all this marketing speak that people are trying to dress up weak ideas into something else in a hope that others don’t see through them?

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