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.

Image for post
Image for post

Alexa, put toothpaste on the shopping list.

Written by

Founder, Work Futures. Editor, GigaOm. My obsession is the ecology of work, and the anthropology of the future.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store