Show notes
Summary
John shares his journey from advertising to consulting, focusing on practical outcomes rather than marketing politics.
He highlights the common misconception that advertising only means paid ads and explains that any brand communication can be seen as "advertising."
John describes the industry's split between "brand" and "performance" marketing, noting that customers don’t view these distinctions.
He emphasizes the importance of measuring marketing's financial impact and explains why companies need an "always-on" approach to marketing for lasting brand recognition.
John criticizes the "trust-me" approach in marketing and suggests that marketers should communicate results clearly to executives, especially in financial terms.
He explains how changes in privacy and digital tracking have made it harder to measure digital ad performance accurately.
His recommendation for effective marketing measurement is to return to basic incrementality testing to see what actually drives growth.
John stresses the need for brand-building but advises against over-investment in specific channels too early. He supports a balanced approach, combining testing and targeted investments.
He concludes by encouraging marketers to detach emotionally from their campaigns and focus on long-term growth.
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