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The Conscience Economy: How a Mass Movement for Good Is Great for Business by Steven Overman

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6

The Death of Marketing

Marketing is under the microscope for good reason. it’s about to die. At least, marketing as we’ve known it. This is not mere doomsday cynicism from engineering-focused skeptics or I-don’t-trust-the-qualitative-stuff naysayers. “The future of marketing,” the CEO of a prestigious London advertising agency openly confessed to me, “is for marketing to no longer exist.” When I asked her why, she said matter-of-factly, “Because so much marketing is still just litter.” The fact is, there’s simply too much marketing competition, mostly delivered through one-way messaging. The average person is exposed to more than forty thousand messages a day. Litter indeed.

This CEO may well see her prediction come true, because there is perhaps ...

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