There is an old say that goes "If you don't know where you are going - any road will get you there" and  that observation can be applied to lots of the marketing / advertising that can be seen today.

Seems that corporate marketing teams and ad agencies have become enamored with the latest offerings in social media & new devices like smart phones / tablets and have forgotten the basics of building blocks of strategic  marketing - including the creation of a benefit based brand positioning and a clear story or reason-to-believe behind the brand's promise of value.

With increasingly fragmented audiences and their ability to filter out unwanted commercial content - marketers will face an uphill battle to justify spending and show an attractive ROI. So Sagg Insights will look at both best and worst practices in marketing - applauding those marketers who get it right and questioning some of those that miss the mark.