… but some tech companies have tried.

That’s part of the message in this fantastic article: Everything the tech world says about marketing is wrong.

I’ve explored the same general theme before, but Samuel Scott has gone wide and deep with it, explaining that analytics and algorithms can’t replace creativity and basic marketing know-how, and that marketing has suffered as a result.

The quest to measure everything — and the fact that computers are, as my brother likes to say, glorified adding machines — has caused an influx of technical people into marketing, and they don’t know the basics of marketing. Rather, they’ve “fallen into an echo chamber of meaningless buzzwords.”

Among these “meaningless buzzwords” is a very trendy one: “Content marketing.”

The use of these and other buzzwords has caused a new generation of marketers to enter the field without knowing even the basic terms and practices that underpin our industry.

But there’s no point in me rehashing it all. Just go read the article. It’s long, but it’s worth it.