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Fox School of Business

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Jen Berman

Profile picture of Jen Berman

@jennifer-berman

Active 1 year, 1 month ago
@erin-mihalik hello hello hello! You are my public message human for the digital identity management assignment, which is fitting because I feel like you and I really bonded last week when we were setting up the shared drive, talking brand guidelines, and the Cirque case study…among many other things! I think you’re cool and look forward to […] View
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  • Profile picture of Jen Berman

    Jen Berman posted a new activity comment 1 year, 2 months ago

    Laughed out loud re Amen. Goofy gal!

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  • Profile picture of Jen Berman

    Jen Berman wrote a new post, Why I call myself a 'channel agnostic marketer', on the site Social Media Innovation MIS 5603 Fall 2021 1 year, 2 months ago

    There are so many channels for today’s marketers to have to think about.

    There are traditional channels like print advertising, signage, direct mail and physical events that they need to have a very sound […]

    • Profile picture of Kathryn Lund
      Kathryn Lund replied 1 year, 2 months ago

      Amen. We all need to remember as humans that our own personal experience does not necessarily translate to that of our shared demographic. There are so many other factors at play. Yes, as marketers we place people into buckets and generalize, which serves certain purposes but can really detract from others. As you say, jb, it’s so critical to listen to the data, dig into what you’re trying to convey, and then from there, determine the platforms to employ, not just based on feel.
      P.S. I just realized that I used the word “amen” to reply to a post about being agnostic. I know it’s a different kind of agnostic, but it still made me chuckle a bit.

      • Profile picture of Jen Berman
        Jen Berman replied 1 year, 2 months ago

        Laughed out loud re Amen. Goofy gal!

    • Profile picture of Philip Eng
      Philip Eng replied 1 year, 2 months ago

      Wow Jen! We need access to this master excel doc!! (Unless that’s only for JB students?) But, yes totally agree. I feel like I only know like 2% of anything marketing due to the nature of technology and how quickly the industry changes!

      Also, hoping we can have a dialogue. Your cohort has limited marketing experience, but opening to learning. I need a translation/ explanation of all data you presented.
      -So historically Facebook was good channel cost-wise, but lately pricier due to changing in the platform
      However, the platform is highly effective in-platform engagement because FB built for engagement metrics like: likes, celebrates, comments, shares, etc.

      So essentially you’re telling GenZ and marketers to not write-off platforms based on our own biases, and let data do the talking?

    • Profile picture of Alejandra Forero
      Alejandra Forero replied 1 year, 2 months ago

      This is some great insights! Being a young professional myself and interacting with others who have more or less tenure than me has shown me exactly what you are pointing out. I think the moment that we stop looking at the data and generalizing marketing strategies based on our perspectives is when we will fail to be successful marketers. Always paying attention to ALL our target audience is imperative to continue to succeed.

    • Profile picture of kjaindl
      kjaindl replied 1 year, 1 month ago

      Jen, we could have had an entire Learnathon dedicated to this subject alone. To your point, as someone who’s served in-house for well over a decade, I quickly realized the value of agency specialists who spend their days living and breathing these details. With things so rapidly changing, it made sense to parter and “buy” these insights vs trying to keep up myself.

      To other points on other posts: This kind of fractured, highly specialized media market made me wonder if there was greater value in managing fewer channels, really really well. (email newsletters! QR codes! What’s old is new again!

  • Profile picture of Jen Berman

    Jen Berman wrote a new post, New 2022 FB Targeting Changes & Google's 2011 Micro-Moments, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2021 1 year, 2 months ago

    Recently, Facebook [Business] announced that it is removing several of “sensitive” targeting categories beginning January 2022. These include things like:

    ➔ Health causes (e.g., “Lung cancer awareness”, “Worl […]

    • Profile picture of Gabi Bruckner
      Gabi Bruckner replied 1 year, 2 months ago

      Jen, I absolutely loved reading your analysis here.
      Facebook’s decision to dial back on the targeting options is interesting but also frustrating for the organizations/charities that have to key in on a certain margin of people. Part of me feels like this is hurting those orgs. For example, I always get ads surrounding M.S. because my mom has the disease and I am actively involved with the M.S. Society. It’s weird for me to get removed from that keyed in targeting, because their advertisements were informative – especially when the COVID pandemic started to come about.
      I also believe this will disrupt those micro-moments you’ve mentioned. How can we ensure the right audience gets from point A to point B when we can’t target the exact consumer profile? I don’t know how this will create more opportunity honestly. But I am interested to see how this transformation plays out.

  • Profile picture of Jen Berman

    Jen Berman posted a new activity comment 1 year, 2 months ago

    I be proud. My sister-in-law is head of Internal Comms at airbnb and… I like them. I am biased. The end.

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    Jen Berman posted a new activity comment 1 year, 2 months ago

    My brother is a JEEP person, so I shall be sending this to him — thank you!

    From a brand perspective, I wonder who it helps… loyalists? Newbies? And wonder what they’re marketing and CX plan is to unveil and create a journey for folx!?

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    Jen Berman posted a new activity comment 1 year, 2 months ago

    Meh! Feels true to Netflix to be experimental and transcend certain verticals. Will I partake in it? No. I’m not a gamer necessarily, but am excited for folx who are.

    Do we also know that TV is a HUGELY social space, which makes games on TV/Movies fun… yep! Makes a lot of sense.

    I think it’s just fun and even sticky; not sure it adds any…[Read more]

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  • Profile picture of Jen Berman

    Jen Berman posted a new activity comment 1 year, 2 months ago

    Ooooooo interesting! Here are my thoughts:

    1. I like the logo very much — especially for a search engine. Very refreshing.
    2. I like the positioning + value proposition
    3. I like the simplicity of the website, especially the primary light grey + black font… has this very minimalist Wikipedia or Craigslist vibe to it, but more modern…[Read more]

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  • Profile picture of Jen Berman

    Jen Berman wrote a new post, You Can Trust Me With Your Information. I Promise to Keep It Safe. #Vault, on the site Jen Berman 1 year, 2 months ago

    Trust is a big deal. When people gain our trust or break our trust, it matters. It’s also a big word, packing a ton of weight. We say we trust people, or that someone has broken our trust. But what does that m […]

  • Profile picture of Jen Berman

    Jen Berman posted a new activity comment 1 year, 3 months ago

    Also re “stressed”: what’s so funny is that early on in Momento development, we researched the degree in which people ARE or FEEL more busy (this came from the data point that 70% of people use productivity apps to keep their lives organized). All of the data says it’s a feeling and not necessarily true — but this assumes stress and busyness are r…[Read more]

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  • Profile picture of Jen Berman

    Jen Berman posted a new activity comment 1 year, 3 months ago

    Ahhhhhh there it is!!! So interesting.

    What’s your data on “people are more stressed in the pandemic”? And… the degree in which people customize?

    Dare I say there may be some generational differences here? Especially those who were born Digital Natives and distrusting of big [tech] brands (like FB, TikTok, etc)?

    And the other BIG…[Read more]

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  • Profile picture of Jen Berman

    Jen Berman wrote a new post, THEORY: THE INTERNET GIVES TELEVISION A SECOND ACT, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2021 1 year, 3 months ago

    “New media always change the media that came before it, though often in unexpected ways. When television was born, pundits predicted it would be the death of the book. (It wasn’t.) The death of television was a w […]

    • Profile picture of Katherine O'Donnell
      Katherine O'Donnell replied 1 year, 3 months ago

      This is definitely true! It doesn’t matter that fewer people are watching shows together. People can watch TV on their own schedule and discuss it with their friends later or on social media. Because of this, I would argue that the success/failure of a show is even more reliant on word-of-mouth advertising than ever before. Think of the wild success of Squid Game (https://www.nbcnews.com/pop-culture/pop-culture-news/netflix-s-squid-game-sensation-here-s-why-it-s-n1280646). So many people were talking about the show online that it spurred a global sensation. Had the show aired on tradional network television, it would have relied on compelling ads to convince viewers to tune in. Now, the amount of online buzz compels people to give it a watch.

      I know I personally usually let the Internet review a new show for me before I give it a watch. What about you?

      • Profile picture of Greg Ebbecke
        Greg Ebbecke replied 1 year, 3 months ago

        Curious if you can go deeper on how effective it is to “talk about shows” in the current environment?

        My POV here is that we can all talk “about” Squid Game, but it’s hard to really dissect it or get into the conversation because the experience is so dynamic. Some people may have binged the whole season, others might only be an episode in. Some may have watched the season over weeks (and possibly rewatched an episode), while others watched it all in one night (and may not accurately recall all the nuance).

        Compare that to the olden days where you had to discuss what might be happening on “this week’s episode” while everyone waited for the next chapter.

        I can’t help but feel that the “networks” are onto this, hence Amazon, Hulu, etc. (just not Netflix) switching slowly back to the “weekly drop” model.

        • Profile picture of Katherine O'Donnell
          Katherine O'Donnell replied 1 year, 3 months ago

          In my experience, almost everyone binges everything within a week or two of it getting popular. But maybe that’s just who I surround myself with.

          For some Netflix shows (mostly reality tv style ones like the Circle), they have actually been dropping weekly bundles of episodes (usually four per week). This could be a happy medium?

    • Profile picture of Greg Ebbecke
      Greg Ebbecke replied 1 year, 3 months ago

      10 years ago (I know I’m dating myself again), I had the epiphany that we were doing TV buying wrong.

      I was lucky to be at a company that let me lean into it, and so I devised an in-house tool that let us equate digital impressions for services like YouTube and Hulu into their traditional TV equivalent (rating points).

      I won’t bore you on the details, but it got the attention of Hulu and I was able to work with their sales team to scale up my approach to better align their inventory with a traditional TV buyer mentality.

      A decade later, the tool has long since been retired, but the philosophy has never been stronger. How do you define “TV”?

      We internally no longer use “TV” as a tactic. It’s all variations on video and we’ve developed a nomenclature of equivalence to blend the experiences we know vs. the ones that emerge.

      The easy way of thinking is that services like Hulu are “Primetime” just as most their content would be on-air. YouTube and the ‘gram equate to “Daytime”, less because of the quality of programming than the quality of “attention” (i.e. you watch it when you unexpectedly have time to burn; note: this is Primetime for younger target audiences). And so on…

      The challenge to “TV” then isn’t that we don’t recognize the value of video content and its increasing power, but that so much is ad-supported and that model is under incredible strain.

      Consumers prefer ad-free experiences, but how much can they really afford? Where ads do exist, digital impressions are almost always sold at a discount relative to their on-air equivalents.

      And then, the major elephant: its considerably more work for a station / network to sell individual impressions than blocks of airtime. When an 30 min episode aired back in the day, around 11 minutes was reserved for ads. That’s ~22 advertisers if you stick to :30 spots. Now, given how many ways you can slice and dice an audience, you could have hundreds or even thousands of advertisers existing in that same audience (it’s not typically that high, but you see how it could be via our convo on programmatic last week).

      Boiling all of this, how is it that “TV” has never been more popular and yet, the business model is still under considerable strain?

    • Profile picture of Greg Ebbecke
      Greg Ebbecke replied 1 year, 3 months ago

      Great tieback to books. It’s easy to forget how many different ways content can be consumed and that just because an experience is different, doesn’t mean the “old way” is preferred.

      Given the sheer volume of content available and the accessibility, is it even reasonable to expect co-watching at scale? It was certainly more viable in the days of the “Big 3” networks, but TV audiences have been dwindling for years as options for entertainment continue to expand.

    • Profile picture of Amanda Nunan
      Amanda Nunan replied 1 year, 3 months ago

      I will say the girls in my old office used to get together and watch The Bachelor every week. While I will be honest, I don’t get it, I could tell that they enjoyed the discussions more than the actual show. Social media has made it easier for everyone to watch together and also catch up if you missed anything. I am glad that TV has gotten a new breath of life.

      • Profile picture of Erin Mihalik
        Erin Mihalik replied 1 year, 2 months ago

        Ooh good point about enjoying the discussions more than the actual show… I think that can be especially true when it comes to reality TV. Having someone to gossip or freakout with about the drama on TV is more fun than actually watching it happen sometimes.

    • Profile picture of Gabi Bruckner
      Gabi Bruckner replied 1 year, 2 months ago

      Great post Erin, I’m glad you pointed out how the discussion is still there – but the phrasing is just different. I think one of the reasons why people may prefer pacing out content vs. season-filled binges is information overload. Like how people can be addicted to social media hours on end because there’s this overarching FOMO, and then the level of stress can equate to legitimate insomnia. I think on one hand (spinning it to Greg’s post above) weekly-episodes is a way for us to discipline ourselves from consuming too much digital screen.

  • Profile picture of Jen Berman

    Jen Berman posted a new activity comment 1 year, 3 months ago

    GB!!!! Love, love, love this.

    Couple reasons why:

    1. I fully believe micro-communities are the future for marketing, and anything that hosts “niche groups” has a lot of promise…
    2. GenZ uses FB groups A LOT for class/school… and what’s funny is… folx be saying “GenZ aint on FB”, but I’ve always smirked at that because my whole thing…[Read more]

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  • Profile picture of Jen Berman

    Jen Berman wrote a new post, Catching up to 1960s Media Visionary and Philosopher, Marshall McLuhan, on the site Jen Berman 1 year, 3 months ago

    Long before we started looking to our screens for all the answers, Marshall McLuhan saw the internet coming — and predicted just how much impact it would have. A Canadian philosopher and professor who s […]

  • Profile picture of Jen Berman

    Jen Berman wrote a new post, WSJ’s “Facebook Files”: A 5-part investigation that Instagram Is Toxic for Teen Girls, and more…, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2021 1 year, 4 months ago

    I was approximately 0% surprised to hear the details of The Wall Street Journal’s latest 5-part investigative story, “Facebook Files”. 0%. 

    The five-part report, which is largely based on internal documents, […]

    • Profile picture of Amanda Nunan
      Amanda Nunan replied 1 year, 4 months ago

      I know that this was a huge driver behind Instagram taking down the like numbers for people to view. I agree though that social media can really become a problem to mental health. Too many people feel like they aren’t “living their best life” or try to keep up with the Joneses. I hope that we can find a way to balance social media, without it becoming overwelming.

    • Profile picture of Sunaina Parihar
      Sunaina Parihar replied 1 year, 4 months ago

      Great post, Jen. I made a blog post about this a few semesters ago. Here is a quote from this article that talks about the same thing regarding Facebook which I thought was interesting.

      “Our algorithms exploit the human brain’s attraction to divisiveness,”

      That quote was shown in a 2018 presentation. I have definitely seen proof of that within my own circles and experiences on Facebook. I agree with Amanda’s and your last sentiment about if it’s not adding value or putting good out, then walk away. As we talked about in class, we don’t always have control over the messages we are putting out as employees, but I think finding a company with similar values as you is a good place to start.

      https://www.independent.co.uk/life-style/gadgets-and-tech/news/facebook-algorithm-bias-right-wing-feed-a9536396.html

    • Profile picture of Mohamad Noor-Chowdhury
      Mohamad Noor-Chowdhury replied 1 year, 4 months ago

      This is super interesting Jen! I completely agree with social media causing an impact to mental health, which is why I try not to use it often. The only thing I can think of is, what should we do? We can try to limit social media usage, but you’ll probably get a lot of people protesting that it’s unconstitutional. I feel like social media is so ingrained now, that it’s somewhat impossible to stop it. I feel really bad for kids nowadays. What’s going to happen to Facebook? Is the government going to step in and force it to separate Instagram into whole new entity? And what about mental health? If social media doesn’t get regulated, how should we approach mental health?

    • Profile picture of Katherine O'Donnell
      Katherine O'Donnell replied 1 year, 4 months ago

      Great post Jen! I definitely find myself falling into a trap on Instagram sometimes – especially during the pandemic. Regular people don’t look like Instagram models and when I wasn’t actually seeing normal people in real life it was easy to feel like I wasn’t good enough since those were who I was looking at so much more often. I can imagine how much more difficult that would be for young girls.

      As for the political side of Facebook – leaks like this scare me. It’s easy to forget that these days everyone is truly consuming information made for them and almost no news on social media is objective. It’s scary how Facebook feeds into this knowingly. I wish the government had stepped in earlier – I am honestly deeply concerned with where society will go at this rate.

  • Profile picture of Jen Berman

    Jen Berman wrote a new post, WSJ's "Facebook Files": A 5-part investigation that Instagram Is Toxic for Teen Girls, and more…, on the site Social Media Innovation MIS 5603 Fall 2021 1 year, 4 months ago

    I was approximately 0% surprised to hear the details of The Wall Street Journal’s latest 5-part investigative story, “Facebook Files”. 0%. 

    The five-part report, which is largely based on internal documents, […]

    • Profile picture of kjaindl
      kjaindl replied 1 year, 4 months ago

      Jen, couldn’t agree more. This report confirms what many of us intuitively know already. It also validates what sociologists and psychologists have been studying for years: Things like confirmation biases, Maslow’s hierarchy of needs (belonging, anyone?) and more.

      In many ways, humans are predictable creatures. And, let’s not forget that humans write the algorithms.

      One could argue, sadly, that we should have seen this coming.

    • Profile picture of Briana Stelzer
      Briana Stelzer replied 1 year, 3 months ago

      Tie in Instagram Shopping and Facebook Marketplace, and you have an experience catered to make women feel bad, while making them spend money on “feel-good” or, much worse, “look-good” products. It is too easy to find the links directly to the clothing, shoes, jewlery, makeup, (candles), etc. that may be specifically cultured in the internet environment to create the best possible viewable experience. It’s highly disappointing to find whatever you bought does not automatically give you the look or lifestyle of influencer (nor will it ever), and at no point does Instagram or Facebook warn you of the experience they are delivering to their users. Thanks for posting about it Jen!

  • Profile picture of Jen Berman

    Jen Berman posted a new activity comment 1 year, 4 months ago

    DOG. CUTE. HEART. HURTS!

    Happy new pawrenting!!!

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  • Profile picture of Jen Berman

    Jen Berman posted a new activity comment 1 year, 4 months ago

    Favorite quote: “So, I tried out audiobooks. This was a mistake.”

    I dabble, but I also hate my phone (and never have it on me/check it)… so… I’m different?

    Jb

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  • Profile picture of Jen Berman

    Jen Berman wrote a new post, A Culture of Inertia, on the site Jen Berman 1 year, 4 months ago

    I’m really proud of the organization I work for; not necessarily because of its mission or how the work impacts individuals and communities (AKA our offerings for our target audiences, which is definitely s […]

  • Profile picture of Jen Berman

    Jen Berman wrote a new post, CROWDSOURCING: Our Cohort's Screen Time Data, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2021 1 year, 4 months ago

    Greg shared he used to have previous cohort’s track their mobile usage… and then I looked at mine this yesterday, and was thinking: Well, we have the power now to do this VERY easily, and I’m curious what our […]

    • Profile picture of Greg Ebbecke
      Greg Ebbecke replied 1 year, 4 months ago

      Love that your embracing this. If we can extract the data as XLS, I am more than happy to lend a hand visualizing it. While a picture says a thousand words, a thousand lines in a spreadsheet are much more useful.

      Let’s connect if you want to brainstorm on ways to document this that might be able to “feed” your larger perspective at semester’s end.

    • Profile picture of Maddie Donnelly
      Maddie Donnelly replied 1 year, 4 months ago

      As much as I love this idea, I am quite embarrassed about mine since I do have TikTok downloaded and spend way too much time on it. The infinite scroll on social media is dangerous, get stuck in a black hole basically until you realize it’s past your bed time and have watched TikTok’s laughing to yourself for almost an hour.

      • Profile picture of Greg Ebbecke
        Greg Ebbecke replied 1 year, 4 months ago

        If it makes you feel any better, the amount of time I apparently spend analyzing the 48th of my 50 free agent adds in fantasy baseball would make you think I am running an MLB franchise..

  • Profile picture of Jen Berman

    Jen Berman wrote a new post, "Mobile Marketing is dead!" — Author of Our Assigned Book, Daniel Rowles, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2021 1 year, 4 months ago

    He said it, not me!

    But, I’ll be honest, I loved the line and lead up to it. Daniel shares, “We can’t separate ‘mobile marketing’ from other marketing activity, and therefore the term itself can be misleading. […]

    • Profile picture of Erin Mihalik
      Erin Mihalik replied 1 year, 4 months ago

      Jen, I really appreciate that you’ve drawn parallels between both the HBR reading and Daniel Rowles’ book. As I read, I kept thinking one thing: the device is just that – the device. The means of making your business idea come to life and find success. If you don’t have a solid business idea and strategy, a mobile strategy means nothing. This quote really spoke to me: “Because when it comes to digital transformation, digital is not the answer. Transformation is,” because I think it really drives home the idea that the *digital* aspect of digital transformation is the vehicle to making that transformation. The transformation itself is key and needs to be specified… mobile is just going to be how it’s done. (At least that’s how I’ve been interpreting it!)

      • Profile picture of April M. Morton
        April M. Morton replied 1 year, 4 months ago

        I agree Erin. As a working mom, I am now able to effectively execute a solid strategy for running my home, which is comparable to running a small business, in ways that simply weren’t available to me before the implementation of digital solutions. When people say, “April! Omg, how do you do it all with 10 kids, a full-time job, and grad school?” Never once have I responded with, “Well, it’s the execution of my digital strategy!” With that said, I absolutely could NOT accomplish what I am able to without digital. I work remotely from an R1 university and am getting my master’s in digital marketing program, via a digital platform! Lol, truly living the dream! With that said, of the quotes listed the following truly jumps off of the screen for me:
        “You don’t need a digital strategy, you need a better strategy, enabled by digital.”

    • Profile picture of Lesley Westerfer
      Lesley Westerfer replied 1 year, 4 months ago

      Jen – great post and thanks for making it a digestible “listicle” ! Your reflection on the first quote, “Mobile Marketing is actually all about understanding the user journey” really stuck with me. It’s so true that understanding the user journey is truly the basis for any (well thought-out) business strategy. Also, coming back to the basics is KEY to understanding the mentioned user journey and developing a well-thought out strategy (once again), whether it’s marketing-specific or like you said, another similar discipline. Really for me, mobile marketing is marketing in the modern world BUT doing it well really comes back to the basics, the tools and channels have just changed.

      • Profile picture of Lesley Westerfer
        Lesley Westerfer replied 1 year, 4 months ago

        And to follow-up on this, this goes perfectly with the beginning of the book – “it’s a fundamental shift in human behavior that we need to understand, and we need to adjust how we operate accordingly.”

    • Profile picture of Greg Ebbecke
      Greg Ebbecke replied 1 year, 4 months ago

      Thanks for pulling these quotes, Jen. To build on our convo about the communication model, by isolating the words, you create space to add new context and the comments below are a reflection of that feedback in action.

      Let’s also respect the effect you have as the “source” of this information on the recipients who read this blog.

      While the words are not your own, the act of communicating them through your post has irrevocably affected their delivery (at least among people who have read the text and now your post).

      Information is always evolving. The saying is that “information wants to be free”. I’d add that the reason information wants to be free is because it needs to grow and evolve, just like us.

    • Profile picture of Daniel White
      Daniel White replied 1 year, 4 months ago

      This pull quotes in this post remind me of a Drake album, especially as you describe them: “hooky, powerful, and spark curiosity”. Canada’s greatest export released his sixth studio album earlier this month and much of the criticism was similar to yours of Daniel Rowles. There may be some great, Instagram worthy lines here, but the oversimplification here leads some of these lines to pop without the surrounding substance or context. Not that Rowles didn’t acquit himself with some of the well laid out explanations — readers brains may just have led them to focus on the most digestible lines.

      “You don’t need a digital strategy, you need a better strategy, enabled by digital” reminds me of a line like “Why they always act like we can fix it with a meeting? All that linking up, man, I’ma see ya when I see ya” from the song “No Friends In The Industry”.

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