Recommended Reading: Pricking pomposity and digital trends for 2030

Marketing Week reviews the latest books and articles for marketers.

Books

Delusions of Brandeur

By Ryan Wallman

Entertainingly irreverent, with pleasingly lo-fi fanzine-style illustrations throughout, this collection of thoughts and bitingly satirical takes on the current state of marketing sets its sights on pricking pomposity and cutting through the hype.

Topics covered in the book include The Cheat’s Guide to Sensible Marketing, The Five Stages of Marketing Grief, Honest Lists for the Industry and The Curious Case of Creative Genius.

There’s a serious message underlining all this though, a warning to marketers that getting your message across in the most effective way will always mean using plain English, not jargon, and that pseudo-science is never a substitute for proven principles.

Marketing & digital trends for 2020 to 2030

By Ashley Friedlein

This comprehensive future gazing look at the state of play for the next decade, compiled by Econsultancy founder Ashley Friedlein, asks us to think about the potential for a “new future” 10 years in the distance.

Friedlein ponders how consistency, humanity and experience will impact on consumers’ wider search for trust, while addressing the emergence of humane tech designed to redress the sense technology is exploiting our lives.

He also looks at the future of personalisation 2.0 and examines the relationship between ecommerce and the environment.

READ MORE: Ashley Friedlein’s marketing & digital trends for 2020 to 2030

How to Get On With Your Colleagues

By The School of Life

One of two new volumes from philosopher Alain De Botton’s School of Life (the other is How to Think More Effectively), this title focuses on the challenging types of behaviour we may find in the office.

Looking at 12 different aspects of psychological workplace challenges (such as defensiveness, over-optimism and immaturity) and offering sage advice on how to tackle them, the book uses “TSOL’s shared knowledge and varied experiences of working with both individuals and businesses to create a practical guide for people to use in their working life.”

As the book’s blurb reminds us: “Just like us, our colleagues are human.” Something to keep in mind next time you walk in the office on a Monday morning.

Should TV advertising be left behind in the last decade?

By John Harrison, planner, BBH London

The ongoing subscription streaming wars suggest that traditional terrestrial telly advertising could well be a thing of the past, but this blog piece suggests that there’s plenty of life left in the old school platform yet.

With viewing figures still relatively healthy, Shaw makes the point that live TV still makes up the largest part of daily video consumed by 16-34 year olds.

A huge majority of audio-visual advertising is still seen on live TV (93%) and the telly continues to deliver the biggest chunk of advertising-generated profit.

READ MORE: Should TV Advertising Be Left Behind in the Last Decade?

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Marketing jargon is a major career killer

Thomas Barta

Marketers need to do a better job at marketing the value of marketing to the rest of their business. First step? Lose the jargon, says Thomas Barta, marketing leadership expert and co-author of leadership book ‘The 12 Powers of a Marketing Leader’.

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