The present and future of marketing

There is an interview with me by Emily Hare in the latest issues of Contagious, a glossy British marketing periodical.  Here is one bit:

Q: What should marketing do to ensure it lives up to its potential?

A; This is what I see happening and this may be disquieting for some of your readers.  The people who are really good at marketing in this new environment are typically not formal marketers, they are not called marketing agencies, they have not studied marketing.  They are people who know some areas very well and then they teach themselves a kind of marketing on the fly.  A good examples if Facebook.  Mark Zuckerberg is not in any formal sense a marketer, but he’s actually one of the most brilliant marketers that the world has seen in the past few decades.  General principles are not that useful anymore.  What is paying off is incredibly detailed, context-specific knowledge of particular areas.  that’s what it takes to craft unique messages.

At all levels we’re seeing this takeover by the content people and everything is supposed to look authentic, so in a sense, authenticity is the new inauthenticity.

Marketing has never been more important, but life has never been tougher for at least some of the marketers.

I do not believe there is a version of this on line.