The Rockstar CMO Swimming pool, our portal to hell for all the bullshit, snake oil, and doublespeak of our industry.

This month we are joined John Howe-Marshall, Chief Marketing Officer of SplitmediaLabs on the penthouse balcony, ready to give the heave-ho to “Bandwagoning”.


When we went backstage with John last month he shared his nomination:

Bandwagoning onto a new platform without any research, cause or need to. Think real hard why your company needs a TikTok before pouring resources into it. Please, I beg you!

And John is in good company on this one, Joe Pulizzi the founder of The Content Marketing Institue and best-selling author said something similar in an article for CMI last week:

Somewhere along the line, we marketers became infatuated with the tools and less concerned about what we put inside them. This, my friends, has got to change.

And, in researching this piece I came across this story of Patrick McGilvray, an entrepreneur that details the results he saw following Joe’s advice.

I needed to get laser-focused on one marketing channel. I needed to pick a core channel and master it before moving on to the next one.

I think the keyword here is “focus”, how new tools and channels steal our attention away from what we should be focused on, the audience.

What do they need and where do they need it?

So, yes John, with a gentle shove, “Bandwagoning” is making a splash and sinking into the depths of the Rockstar CMO Swimming Pool.

See what else is in the pool….

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