The Future of Marketing: What, yet another damn revolution?
And what-yet-another-damn disruptive wave appears
[This was drafted for a Wall Street Journal editorial calendar request, but I never heard back, so I’m publishing here. It reads like the blurb for a talk: one that I would love to give, by the way.]
Marketing’s undergoing what-yet-another-damn revolution as internet/digital/social/mobile (i/d/s/m) dissolves old media, and what-yet-another-damn disruptive wave appears.
McLuhan said new media consume the old: repurposing it as content and nostalgia. Old-style bits become what is talked about, while the talk itself forms and informs the new, dissolving, immersive media.
Old media’s top-down, one-to-many modality has been subsumed by i/d/s/m, now gene-spliced into people’s lives. People no longer experience media, it’s in our mitochondria.
Marketing’s way past old-school, postmodern crafting of messages, telling stories, or making promises: poking the anthill with a stick is over. And we’re already rejecting the social-era skingraft onto old marketing of communities and many-to-many communication. Over.
AI and algorithms will remake today’s media — what, again? — into a postnormal garbage landslide. Operating more like instinct than memory, zero-to-many driverless marketing will swarm invisibly, and listen more than talk.
Alexa, put toothpaste on the shopping list.