In a blog post titled The Wrong Math, Bob Hoffman writes, “One of the most frequently repeated and, in my opinion, highly dubious tropes in our industry these days is the idea that the paragon of media strategy is ‘mass one-to-one’ communication. In non-jargonista terms, this means reaching large numbers with individualized messages.” Continue reading “Mass one-to-one communication is a highly dubious trope”
Marketing Discontent
Faris Yakob, author of Paid Attention, wrote an article titled Marketing Discontent. In 2017, “Marc Pritchard, chief brand officer for Procter & Gamble, heralded a new age of personalised relevant communication he calls ‘mass one to one.’” Continue reading “Marketing Discontent”
Articles of Interest 