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"If your marketing isn’t producing measurable results, it’s not marketing. It’s entertainment." — Dan Kennedy

When you stop and think about it, a lot of what businesses call “marketing” today looks good… but doesn’t actually do anything.

You see clean branding, consistent social media, nice-looking websites, and plenty of activity. There’s effort everywhere. But when you ask a simple question—what is this producing?—things get quiet.

When I was a kid "trust" was assumed and it was up to the person to screw it up. Walter Cronkite ended his evening newscasts with "And that's the way it is" and politicians could be trusted to do what they said (mostly). Now, trust is at an all-time low with polarized social media posts, obviously lying politicians and "fake news". As business owners and marketers, it gets even worse because according to Marketingcharts.com, "To further illustrate the low level of trust people have in advertising, the survey of more than 36,000 respondents from 28 countries reveals that one-fifth (21%) of respondents say they will never believe the information in advertising is true if it’s the only place they see it. Moreover, most respondents (41%) need to see the information in advertising repeated at least once or twice beforethey believe it."

"Content is King," the speaker on the stage said.