Do It Wrong Quickly: How the Web Changes the Old Marketing Rules

Chapter 1. They’re Doing Wonderful Things with Computers

	“Why, a child of five would understand this. Quick, someone fetch a child of five.”
	--Groucho Marx

Chapter Contents

• The New Marketing Communication 6

• The New Marketing Segmentation 11

• The New Direct Marketing 15

• Summary 19

My aunt, bless her heart, thought a cursor should have his dirty mouth washed out with soap. Any discussion about technology left her as confused as a sheepherder inside a Circuit City. So it was a challenge for her when I became a computer programmer—she felt compelled to ask me about my job, and I dutifully attempted to explain it. Those conversations always ended the same way, when Aunt Minnie quickly turned to the person next to her, exclaiming, “They’re doing wonderful ...