This articles wants you to come to the conclusion that the boom days of Martech are ahead of us.  Really?

We all know that Martech is a cul-de-sac, the term won't exist in 2030 and by then, like flared trousers nobody will admit they actually invested in or purchased Martech.


There is are three issues here:-

1. We are all know all forms of interrupt marketing (advertising, email marketing and cold calling) don't work as they did.  We all know that we hate cold calls, we hate cold emails and we hate advertising.  We hate it as buyers, but somehow we get back to our desks and buy some more.  If we hate it as buyers, what do you think your buyers think we you force then to endure your interruptions?  They hate it, is the answer! Sorry.

All forms of interrupt marketing can now be blocked through legislation (GDPR and CPAA) or technology.  I remind all the unsolicited email that comes to me that they are breaking the GDPR legislation.  Then create rules so that all future emails will miss junk and go straight into the trash, without me seeing.  I do it and so do your customers.

I have the anti-cold calling software switched on with my iPhone so that cold calls go straight to voicemail.

Use of ad-blocking software grows at 60% year-on-year.

Legislation and technology helping us to rid the world of interruptions. 

2. The second issue with interruption marketing, like cold calls, unsolicited emails and advertising is that it just does not work.  So to get the same results you need to do more of it.

The wrong conclusion that people come too is that because advertising does not work, you have to  spend more money on it to make it work.  Because people are spending more money on it, that means it works.

The same with cold calling and unsolicited emails.  People are spending more money on all forms of interrupt marketing.  Not because it works, but to get the same results.

Of course, there is no need to keep spending money on interrupt marketing such as advertising, cold calling and unsolicited emails.  You could switch your spend to permission forms of marketing.  Social Media for example.

Try not pissing your customers of with interrupt and broadcast and move your teams to permission and intrigue marketing.

3. I watched a presentation from Sky Television and Adobe where they actually admitted that they got around the GDPR regulations.  Because people had ticked the box, that they didn't want to be bothered with emails and calls.  Sky (with Adobe) actively found this people on social media, so Sky (with Adobe) could bother them with ads that they couldn't bothered them by phoning and emailing them about.

Has the world gone mad?  Do these people have any element of moral compass?  If I tick a box saying I don't want to be bothered it's for a reason, for Sky to spend millions on trying to find me and then bother me again, just does not seem right.

The world of interrupt and broadcast is over.  Brands needs to walk away from it.  They need to be seen, by customers to walk away from it.

It's time for brands to go where their clients are, on social.  To have conversations.  To deliver insight and to educate.  No spam us, faster and faster and faster.