Is martech driving the blandification of marketing? [Answered]
MarTech contributor Mike Maynard has published an article answering the question, ‘Is martech driving the blandification of marketing?’.
He says, “Marketers have more tools than ever to personalize, automate and optimize — yet those same technologies are making our work look and sound increasingly alike.
At a recent conference, consultant Steve Fair illustrated this perfectly. He’s known for “Post-it Lady” — a woman staring at a wall of sticky notes in a popular Unsplash image that appears on countless agency websites. Fair showed how many agencies that claim to be different use that same photo.
His point was simple: even a great image can kill differentiation when everyone uses it. The irony is that the abundance of online image libraries has made agencies look more alike, not less. Martech often has the same effect.
Keeping up with the Joneses
Martech introduced countless innovations to help us personalize and optimize campaigns. I’ve been in the industry long enough to remember the excitement of automatically adding a salutation to a letter or fax.”
Comments are closed.
