Treść książki
Przejdź do opcji czytnikaPrzejdź do nawigacjiPrzejdź do informacjiPrzejdź do stopki
Therefore,amarketer,aproductpromotionandcampaignspecialist,hasalwaysbeen
akindofcharlatan.Awizardwhoknowsallsortsofmagictrickstoincreasehismarketing
potential,butwhosemagicremainsasecret,eventohimself.Fortunately,forourmagician,
theabilitytopromoteaproductwasthesameskillthatallowedhimtowinthefavoursof
awealthyinvestor.Inthisway,themarketingspecialistsomehowmanagedtogetthrough
theflowofhistory,somewhatsecretly,half-honestly,allthewaytothe20thcentury.Then
hismagicwasfinallyrevealed.
ThearrivaloftheInternetandtheextensivepossibilitiesofwebanalyticsheraldedthe
arrivalofgreatchanges.Somekindofspectre,onemightsay,wascirculatinginthemarketing
world.Thespectreofautomation.Revolutionisoftenanotentirelyunderstoodphenome-
non.Nowadays,inthethirddecadeofthe21stcentury,itisgenerallyregardedassomething
positive:revolutions,atleastinassumption,aresupposedtoresultintheimprovementof
livingconditions.IntheWesternworld,oneofthetwomostfamousrevolutionsintheworld,
theFrenchRevolution,hasbecomeasymboloftheEnlightenment’spursuitoftruth,science,
socialequalityand,ofcourse,economicliberalism.
However,therevolution,firstandforemost,resultsfromacrisisofvaluesandtraditions
–amomentwhencertainestablishedpatternsofbehaviourcannotbecontinuedintheface
ofsocialchange.Everycrisisis,atfirst,aterribleevent.Itisnodifferentinmarketing.The
emergenceofautomationinaneconomybasednotsomuchonthecreativityofanexpert
butonasheeramountofdataaboutbuyershasmadethemarketer-hustlerarelicofthepast.
Inthenewmarketing,theeffectsofamarketer’sworkaredangerouslymeasurable.Thanks
toextensiveanalyticalplatforms,allmetricsareclearlyvisible.Nosurprise,then,thatwhilestill
carryingtheburdenofthemarketingpast,only48.8%ofmarketingdepartmentsincompanies
useanalyticaldatatoprovethepositiveimpactoftheiractivitiesonbusinessdevelopment.
12
Introduction
