For the past couple of years, if we switch the radio on and tune in for the morning news, we are told about "results driven marketing". Can the turnover of the advertiser's clients really have improved by the same amount last year as they were telling us last year they had increased the year before?
But perhaps there is a message there very close to home. We should be marketing our sport by results. It doesn't matter how many photos or videos that I publish, the most important thing for people to see are the results. We don't seem to be particularly good at marketing by results at the moment..
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