one-to-one marketing

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Quit marketing now tip #1: default to personal communication


Ah, poor marketing.

It has definitely been a rough patch for marketing the last few years. From those predicting that [fashionable term X] is the “new” marketing (social media! engagement! community-building! customer experience! design! communications!) to those predicting its outright demise, there are a lot of people looking past marketing to whatever comes next.

It's hard for me to say I'm sorry for putting a picture of Chicago in this blog post. I just want you to know.

For many of us, marketing is what we know. We’ve been practicing marketing so long, it is, to paraphrase Chicago (yes, I just did that), a “hard habit to break.”

So if you’ve been tearfully exclaiming, “I wish I knew how to quit you, marketing!” I come bearing hope. What follows is the first in a series of things you can do right now to break marketing’s hold on you. Quitting has to start somewhere. It might as well be here.

First, a short history:

In the beginning, communications were personal. I’m sure it all started when Og was sitting in the cave talking to Grog about his new stone arrowhead design, responding to Grog’s questions and telling stories about all of the animals he had killed with the new arrowhead (brand positioning: lighter design, so you can throw farther, kill bigger, and feed your clan better).

Fast forward to the Industrial Revolution, and all of the sudden we humans were creating goods and services that could be delivered to many more people at once than ever before. While this was fantastic, and made a lot of people a lot of money, the downside was that we could no longer communicate the benefits of the goods we were making to each person individually.

So we developed new ways of communicating to many people at once—mass communications. Along the way, the idea of marketing was born (fun fact: a telegraph was used for mass unsolicited spam as early as 1864!).

And all was awesome. For about 100 years or so.

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