Marketing Is Dead; Long Live Anthropology

August 1, 2008 at 6:15 am | Posted in Business, Communication, Forrester, Li, Charlene and Josh Bernoff - Groundswell: Winning in, Marketing, Online marketing, Research, Social Media, Web 2.0 | 6 Comments
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Courtesy of jbhill via Flickr

Courtesy of jbhill via Flickr

I’ve had a little case of writer’s block this week, so I started with the basics: I read the definition of “marketing” in Wikipedia.

The impetus of this was a comment I wrote on a recent Brazen Careerist article in which I boiled down marketing to selling stuff. Really? That’s the business I’m in? I get up at 5am to write because I love making crap fly off the shelves?

Listen to Wikipedia’s definition: “Essentially, marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to buy.”

Bleh! Sure, there’s creation and desire (positive), but there is also directing and willingness to consume (negative). It’s almost like it’s not enough for them to buy it; you gotta make them want to buy it. Make ’em beg.

Frankly, this doesn’t sound like the business I’m in at all. I find marketing these days to be customer based – where are they and what do they want? – and less, well, skeezy. Ideally, marketing these days isn’t invasive or worthless or annoying. In fact, marketing these days sounds a lot more like anthropology than marketing.

What do you think? Are web 2.0 marketers really anthropologists of the present time? Don’t we study why certain people behave a certain way (and how to influence that behavior)?

Continue Reading Marketing Is Dead; Long Live Anthropology…

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