What ails marketing? Tactification, communification and digitisation
Mark Ritson provides a list of marketing’s ails – with the help of some made up words – in this excerpt from Eat Your Greens.
Tactification
I made up this word so my apologies for its clumsiness, but it’s the only way to capture the current obsession with the tactical elements of marketing at the expense of the other deeper marketing activities that precede and predicate them.
There are three phases to all marketing work. First, we diagnose the situation of the brand via consumer research and understand just what is going on. Second, we use that diagnosis to build a clear and simple marketing strategy. Finally, with that strategy in place we select the appropriate tactics to deliver the strategy and win the day.
Plain English.
Winning
Generally good points. For me digitial first has always been about a way of executing and thinking not a set if channels. As a label in that context it has merit. I’d add a fourth item to your list. Making up words for stuff that we already have words for is also one of the problems with modern marketing.
I’m converted!
Digital is the way of the future!