following my explanation of why so late to join the party, here is what i believe in, what i wish to be a part of.

Marketing Babylon is a metaphor I find useful in describing the current state of marketing as a discipline and as an activity.

Marketing is broken. It is not merely flawed - wide areas of the practice are quickly deteriorating.
Things that used to work, work no longer: audiences have become incurably elusive, markets endlessly commoditised, mass advertising losing it’s effectiveness even for mass brands. The list goes on.

We are paying the price for decades of marketing hubris, we stand amidst the ruins of an incomprehensible tower of hyped-up, reductive dogmas. Some marketers are desperately clutching their favourite tools, denying the new reality. Many are speaking different languages, distant echoes of outdated methods. More and more of us are looking for a new way.

Marketing needs some creative hacking to remain relevant. Read the rest of this entry »