Martech Is So Boring — and It Should Stay That Way
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Here’s a neat party trick if we’re ever in the same room and you want to see my eyes roll all the way into the back of my head and my entire body shut down as if I were some sort of robot that’s just been unplugged. Turn to our glossary on page 16. See those words? Just start using any of them and I’m done for.
To be fair, if you’re a creative and you start using some of your made-up creative words like ideate, or you turn concept into a verb, I’ll shut down, too. But I’m a creativist at heart. (See, I can make up words, too. Creationist was already taken.) I like smart branding campaigns. I think companies still have to cast a wide net to reach a wide target to convince people beyond power users to sample their wares. Hell, I like seeing a good 30-second spotas rare as those areplopped into the middle of my broadcast or cable TV.
But I also get the quest for extremely precise targeting, the desire for automation and that basic need to feel like you’re spending your marketing dollars on something that delivers concrete results.
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