marketing mix

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(Re)Defining S-T-P for Digital

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(Re)Defining S-T-P for Digital

The key in this is that this pull based approach allows the consumer to co-create their journey of discovery leading in to your product/service rather than being force fed and bombarded by “ME, ME, ME” ads that take a lot (attention, time, context) and give little (information, delight, entertainment).

Needless to say, ads no longer exist as singularities, particularly in digital space. They coexist within the context of (social media) Communities, (informative and co-created) Content and should be viewed as an additional channel of creating Connection.

Behold The Age of Robot Marketers!

Behold The Age of Robot Marketers!

Today, with the advent of "consumer centricity" along with the host of enabling technology advances the paradigm of storytelling comes under question. The biggest disruptors to the conventional marketing mix modeling are IoTs, free access to information and automated e-commerce. They have changed the process and intent of brand interaction, creating a distinct divide between the high and low involvement purchase decisions. 

In this new world, the marketer's role will be in close collaboration with product R&D teams to create tight product lines that are super quantified by market need. And, in telling a story and proving the differential within increasingly reduced attention spans. Marketing as a function will evolve into three distinct paths -

  1. Technical and data driven for majority of mass market category retail
  2. Emotional and data enabled for high value purchases
  3. Experiential for luxury and hospitality. 

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