Book review: All marketers are liars by Seth Godin
Marketers freaked out (and I use that term carefully) when the television-industrial complex came crumbling down. They panicked because they had been living and thriving under the illusion that marketing = advertising, and when advertising stopped working, they had no idea what to do. - Seth Godin - from the book - All marketers are Liars.
How to create a roadmap
One of the easiest and simples tools for planning activities and aligning a team (including the client in the team here if you work "agency side") is to make a roadmap. This creates focus, and puts the work in a context in terms of time needed as well as for example what other external agencies need to pitch in and deliver by when to get things done.
Global marketing strategy – the workflow
Once you got your global marketing strategy signed-off you need to find an effective way of working on a large scale. Here are a few ideas:
Tips for digital marketing on a budget
How to reach the right people for a smaller investment.
If you have a shoestring budget there's a few things you can try to do a smarter investment in terms of your campaign budgets from actual features down to the actual evaluation. Putting these features to good use will help you to reach people who are more likely to want to hear from your company or will be interested in what you have to say.