Mark Ritson: Those who bash segmentation and targeting are talking nonsense

The tactification of marketing has many implications but one of the most annoying is that we appear to be increasingly obsessed with the communication part of our discipline at the expense of meatier strategic questions that were once at the centre of our fair industry. I am as guilty as the next marketer of getting hung up on content marketing (which is bollocks by the way) or the ongoing battle between TV and digital video at the expense of bigger, more important marke