by John ParkinsMarketing quotes are full of words designed to make you feel like asking a follow-up question is a bad idea. Words like omnichannel. Words like engagement uplift. Words like brand activation that mean "we will print a banner and post a few times." Here is a short, honest field guide for reading one without losing your mind.
Three rules
One. Look for what is being measured, not what is being promised. Two. Look for who is doing the work, not which platforms they list. Three. If anyone uses the phrase "synergy," ask them to define it on the spot and watch what happens.
If a proposal cannot survive being read by a person who is not in the marketing business, it is not a good proposal yet. It does not matter how much research went into it.
