There are two kinds of marketing, and the gap between them keeps widening. You’ll need to choose.
Do marketing to people or with them…
Actually, there are a few other gaps worth considering:
Average stuff vs remarkable edge cases
Brand vs. direct
Unmeasured vs. measured
Largest imaginable market vs. smallest viable audience.
And… Attention as a precious resource vs. something to be purchased or stolen, cheap churn, and then move on.