Comments on Why does everything suck?: In 10 Years, Marketing Will Be Taught In Engineeri...

This is a consequence of moving from mass marketin...

2008-01-29T15:28:00.000-05:00

This is a consequence of moving from mass marketing where the goal is to _create_ groups matched to the message, to user-centric marketing where the goal increasingly is to recognize customer attributes and tailor the message and/or customize the product.

Web-based marketing accelerates this trend because it is (increasingly) interactive. So, for the first time, marketing actions can be constructed by modeling the user in their current situation. This type of personalization is at an early stage, but companies holding lots of situated-data about interactions (say, Google) are extraordinarily well-placed to push (no, _invent_) this future.

The traditional ad agencies won't know when they are already dead.

Michael

peter,Thanks for your comment. Yeah, I could have ...

2008-01-29T11:03:00.000-05:00

peter,

Thanks for your comment. Yeah, I could have hedged a bit, but that would have been less interesting :)

Actually I do think that we will start to have movement in the better schools on this issue as you suggest. At wharton, for example, even when I was at penn (20+yrs ago), they taught database/IT stuff in the business school. This is distinct from learning C or data structures and algorithms. I don't know what it looks like now, but I think at a place like penn, or stamford that there will be marketing related majors in engineering or IT tracks, though I agree it wont yet be ubiquitous in 10 years.

I have to say I agree with the post but disagree w...

2008-01-29T10:52:00.000-05:00

I have to say I agree with the post but disagree with the title. I think that in 10 years, marketing *should* be taught in engineering school (or is it engineering in marketing school?), but it probably *won't* except for at a few schools like Stanford. You did peg the direction that successful marketers are going though.