August 2018 Posts

How Much is Too Much?

How Much is Too Much?

During the past 10 years, Marketing technology (“Martech”) applications have become numerous; so numerous that the “Martech 5000” now comprises 7000+ entrants. Dr. Philip Kotler of Northwestern University defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at profit.” Are marketers at risk of focusing so much on the mechanization of the process such that the actual art of the discipline – the craft – is lost along the way?