Marketing as nuisance

One of the hidden assumptions of today’s world is that being targeted by marketing is the price we pay for the opportunities we have. But I think we might also want to pay, in time or loyalty, individually or collectively, to cut the worst of the sheer nuisance of the marketing bombardment.

Even so-called direct marketing is designed on nothing more sophisticated than a ‘mud throwing’ strategy that hit enough people and some small proportion will stick. 

There is an excellent blog here by Iain Henderson on how to move to a new model of direct marketing – what he calls a ‘hard re-set’.

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