Recently, I’ve been struggling with the suspicion that my distaste for marketing is hypocrisy.
I’ve been a marketer in a past career incarnation, and a moderately good one, if I say so myself. At Stormix Technologies, I developed the idea of ad campaigns based on different idioms that used the word “storm,” such as storm warning and eye of the storm. Later, at Progeny Linux Systems, I developed a campaign based on the use of a large animal to represent the company, such as a macaw, and a small one to represent the competition, such as a budgie. In the last version of the ad, we used a bull elephant and a toy elephant, under the slogan, “Some companies just toy with open source.”
Even in retrospect, I’m proud of these campaigns, although to be honest the Progeny campaign owed much of its effectiveness to the graphics work done by Rebecca Blake at Lara Kisielewska’s Optimum Design and Consulting in New York. Both campaigns handily accomplished the aim of giving new companies name recognition across North America.
However, it’s nearing five years since I’ve worked as a marketer. At first, I had difficulty finding marketing work in the high-tech recession, and later I found direction as a journalist and stopped looking for marketing work.
Still, given my past, I’m surprised to find myself viewing marketing with increasing distaste. Last year, when I noticed an ex-schoolmate using crudely obvious means to market her company, I told myself that her tactics were reasons to distance myself. More recently, I found myself shaking my head over local bloggers writing about products for money or goods. And when I spent an evening listening to a case study of a guerilla marketing campaign, I found myself thinking the whole idea a waste of creativity. I had a similar reaction when I read a friend’s recent blog enthusing over marketers who organized live roleplaying games to promote their products. I am all for play, since I believe it is important to creativity, but I wondered if marketing wouldn’t sully the whole experience.
The thing is, given my past, what right do I have to look down at marketing? Considering the recession when I tried unsuccessfully to find marketing work, is my reaction just sour grapes? At the very least, I am being inconsistent, and that troubles me, because such inconsistency points to unexamined complexity.
Moreover, I notice that very few people share my attitudes. Many people found the case study I heard clever, and were excited by the possibilities of using real-life games to sell products. I’m next to unique in my moral outrage. That’s fairly common, since I have a strong Puritan streak in me (by which I mean that I’m obsessive about ethics, not that I’m prudish), but righteous outrage, like inconsistency, suggests a complex reaction.
So, what is happening? To answer, I have to fish blindly into the mirky depths of my unconscious, and see what I happen to land.
Part of my reaction, I think, is a reversion to earlier attitudes. I was an academic before I was a marketer, and such dismissals are common to those who have never worked in business. In the last couple of years, I’ve been at a stage in my life when I’ve been reassessing my past through various means – including through this blog – and very likely I’ve made a reconnection that I didn’t realize until now.
Another reason is that I’ve switched sides. Instead of trying to persuade journalists, I am a journalist now. In the last few years, I’ve seen many inept marketers – not least of all those who borrow spammers’ techniques and keep sending information about Windows products to an address that is clearly about GNU/Linux. Because I get forty or more such emails every day, developing a jaundiced view of the marketing profession is only natural. I’ve seen too much of it at its worst.
However, I think the main reason for my disdain is to justify the path I’ve taken. While I could always return to marketing if I was desperate to earn a living, it’s slipped several rankings down in the possibilities. Most likely, I could probably find another gig in free software journalism if I had to. But, as a generalist who believes that “all of the above” is usually the correct choice, I’m obscurely bothered by committing to a single career choice. So, to quieten my misgivings, perhaps I’m hunting for ways of repudiating the possibilities I’ve more or less ruled out.
In other words, my reactions are less about the ethics of marketing in the abstract than about my own decisions about my life. And, having come up with this line of reasoning, I imagine that I can already feel my reaction diminishing. Examining hypocrisy can lead to insights – or so I’ve found in this case.