Originally, I wasn’t a marketer at all.
After high school, I chose to pursue studies and a path far from marketing, but which nevertheless included a vital marketing discipline: psychology, which I studied as part of my medical education.
But as my life and career evolved, I was irresistibly drawn to this field.
I started with telemarketing, surveys and direct customer contact, then I worked in web marketing, web development, CRM, automation, graphic/web design and advertising before finally deciding to study marketing formally at university.
I fell in love with the field, learning it both theoretically and practically. And my background in psychology and tech allowed me to grasp it in depth and gave me more technical expertise in practicing it during my professional career (with humility).
But since my studies, I have seen the chaos surrounding marketing (which I hadn’t noticed before studying it academically).
Marketing is a relatively modern discipline. Compare it to philosophy: ancient, with centuries of masters, reaching a stage of maturity and respect.
The same goes for mathematics, life sciences and economics, all fields that have had centuries to refine their principles and methods.
But marketing is different, it feels “new”. Not naturally new, as it has always existed invisibly, like air in a market economy: essential but unseen. But new in the sense that it’s only been formally structured over the last 2 centuries.
This recent formalization has led to chaos of contradictory theories and a flood of online self-proclaimed “experts” who offer definitions completely different from the foundations and dubious techniques that mislead students, enthusiasts and even professionals.
This phenomenon is known as “bullshitting”: using complex jargon to create a halo of false expertise.
We see it everywhere! On social media, in overpriced useless training programs, on YouTube video ads and so on.
But the real danger? Normalizing misunderstanding of theoretical terms:
When marketers on LinkedIn claim branding and marketing are different when we know that branding is PART of marketing.
When professionals separate influencer sponsoring from marketing when it’s just another technique WITHIN marketing.
This distortion of fundamentals and foundations is why I created this digital publication: The MartechMag.
To become a true marketer requires you to understand psychology, sociology, mathematics, economics and finance. It is not just about understanding how HubSpot or Keap works; it’s way deepe and it’s really both underestimated and underrespected.
Our aim:
Our aim, humbly, is to restore marketing (and martech) concepts to their true foundations.
To explain theory to professionals and enthusiasts.
To begin re-engineering the discipline, returning to its real academic and theoretical roots and establishing expert methodologies that elevate it to what it should be.
I know it’s ambitious, but it’s deeply personal.
On The MartechMag, you’ll rarely find my personal opinions.
Everything published draws from the books of the greatest thinkers and recognized experts in marketing (academic and professional).
So keep in mind that I don’t claim to be an expert. I’m just a messenger.
