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"We, marketers, are selfish, lying, short-term thinking scum. We believe that our job is to manipulate people as we market to them." The book Propaganda by Edw
by kevmo 9y ago
"We, marketers, are selfish, lying, short-term thinking scum. We believe that our job is to manipulate people as we market to them."
The book Propaganda by Edward Bernays is an excellent read about how to think long-term about marketing. Define your ultimate goals -> dial out several levels and think about what conditions drive people to participate in those goals -> work to create those conditions.
Interesting to think about how to do it in conjunction with "focus on the tiniest audience possible."
- raldu 9y agoPropaganda is the exact opposite of what digital marketing is about. In fact, the provided quote from the article is supposed to highlight that the "time for propaganda is over" in an ironical way. Propaganda is the way of the TV, shouting, manipulation, disruption, etc. Focusing on a defined audience, on the other hand, is the way of the "new" marketing that Godin (an the article) talks about. Therefore attempting to think about "the tiniest audience" in conjunction with "propaganda" terms is going to be unproductive; because in propaganda, "everybody" is your audience, not a defined segment.
- kevmo 9y ago"In propaganda, "everybody" is your audience, not a defined segment." Everybody _can_ be your audience. Or a group of 1,000 can be.