silver darlings

Does the rise of digital kill annual planning?

An interesting point raised in this piece - Jay Friedman article. 

It's true that digital is a more reponsive marketing channel than any other we had before, but the truth about annual marketing plans shouldn't be questioned because of the rise of digital.  What's usually wrong with big, unwieldy and inflexible annual marketing plans that mainly serve to prioritise the needs of different products, sub-brands and different interests within organisations - somewhere in the middle of all this two things get lost - responsiveness, based on results, and the consumer.

Marketing jargon loses businesses billions

A new report states that using difficult to understand marketing jargon costs UK businesses £14 billion - Marketing jargon report.

I'm not sure how the figure was arrived at, but there is no doubt that marketing communications are often badly written and overly complex, and that can only get in the way of sales.

But what would be as interesting, and probably more insightful, would be a report that looked into the cost of poor communications before campaigns launch, between client departments working on new products and positionings and marcom briefs, and the communications between clients and agencies.  Would the figure be £14 billion, or more?