Still, the startup tech world has no patience for the time it takes to build strong brands, which is what advertising — and publicity, to a lesser extent — has always done. Marketers need direct responses in the form of trackable sales, leads, downloads and installations as quickly as possible to satisfy impatient investors and potential acquirers.
The above comes from a terrific piece on TechCrunch debunking the fallacies and follies of content marketing. As the author notes, tech and start-up marketers have been among the most heinous perpetrators of these crimes against marketing. A while back, I wrote this about how software companies were being held back by their adherence to the dogmas of funnel marketing. The piece above goes a lot further in its masterful deconstruction of the tech world’s marketing mishaps.