Having worked across multiple industries from Consumer Packaged Goods (CPG) to eCommerce and gotten sucked into the hype of new marketing channels from social media to influencers to content marketing, I can understand how marketers get tripped up on how to think about building a marketing plan in today’s industry environment and media landscape. New terminology is constantly introduced even when concepts aren’t new but applied to new tools and channels. And, experts in specific fields champion certain tactics as if all marketers across all industries should jump in full force.
