What is “Modern Marketing”?

Modern Marketing is one of those hype keywords flooding Twitter these days. No one seems to know exactly what it is, yet every company and pseudo-expert out there seems to have a "How To" guide, and the answer is always the same: "Buy my product." Since I have no product to sell you, I will join the ranks and give you a primer of what they are trying to sell you, and its benefits and downfalls.   What is it? Simply put, Modern Marketing is the hype-inducing term we give to what five years ago was called "Data-Driven Marketing," a term that should not be new or modern in any way. With the introduction of big data (another hype-inducing keyword), companies claim to be able to help you achieve a higher level of segmentation in your marketing message.   How can I use it? Behind all the products that cover themselves under the "Modern Marketing" umbrella, you will find the same thing: extremely detailed customer information. This information itself is the power behind Modern Marketing. You no longer need to guess who your prospective customers are. Generalizations are a thing of the past. Thanks to the power behind these products and the internet in general, you can sell your own product to people who have showed a specific interest in products similar to yours. But the key is, you can now go deeper into their specific preferences. For example, today, Modern Marketing can tell me that Becky likes rock music from the 80s, only drinks diet soda, and her favorite color is red. Impressed yet? If not, I also know she went to see Twisted Sister live a few months back, and spends about $1,000 a year in concert tickets. How do I know all of [...]