I see dead marketers. Walking around like regular people. They only see what they want to see. They don’t know they’re dead.
Marketers who behave as if customers care about channels.
Marketers who continue to push average products for average people.
Marketers who value efficiency over effectiveness.
Marketers who think they can price cut their way to prosperity.
Marketers who don’t get that today’s battle is for share of attention.
Marketers who believe that the same irrelevant and unremarkable promotions will work if they just shout them louder and more often.
Marketers who relentlessly flog one-size-fits-all programs instead of embracing a treat different customers differently strategy.
Marketers who believe they are ultimately in control.
Mass marketing is dying, as are its stubborn adherents.
It’s the end of mass and the beginning of us.