"I see dead marketers"

Adherents to marketing are gradually fading in their approach, but not marketing itself.

I see dead marketers, walking around like regular people, so says Steven P Dennis. They only see what they want to see. They don’t know they’re 'dead'.

I see 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; and marketers who think they can price cut their way to prosperity.

I see 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.

I see marketers who relentlessly flog one-size-fits-all programmes instead of embracing a treat different customers differently strategy. 

Of course, I see 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.

By Steven P Dennis. Edited by ‘Dele Dele-Olukoju, Marketing Communication strategist and publisher of the online Marketing Communication Digest. He writes from Lagos, Nigeria. @deleolukoju +234 807 481 2389.