Beware Of Marketers With Ideologies

In 1996, Seth Godin had this to say to Fast Company...

"I guarantee you that by the year 2000, Internet banner ads will be gone."
Oops.

Let's be fair to Seth. He's a very smart guy and he has been right about a lot of things. But the problem with the above statement, like so many aspects of marketing these days, is that it is rooted in ideology.

Seth's ideology was "permission marketing."