Overview
This lecture traces the evolution of marketing through its major paradigms and introduces "Quantum Marketing"—a consumer-first, technology-driven era focused on privacy, trust, and immersive experiences.
Problems with Current Marketing
- Consumers experience constant ad bombardment—up to 5,000 commercial messages daily.
- Intrusive and disruptive ads degrade user experience and contribute to marketing's negative reputation.
- Paywalls for ad-free experiences feel coercive to consumers.
Evolution of Marketing Paradigms
- Marketing has existed for thousands of years (e.g., political posters in Pompeii).
- First Paradigm: Product-focused (great product, good price, wide availability).
- Second Paradigm: Emotion-focused marketing leveraging psychological drivers.
- Third Paradigm: One-to-one marketing via the Internet, using data analytics for personalized targeting and measurement.
- Fourth Paradigm: Emergence of smartphones and social media led to mobile, social, and influencer marketing.
The Fifth Paradigm: Quantum Marketing
- Driven by advanced technologies (AI, AR, VR, IoT, wearables, etc.) shaping personalized, connected environments.
- Marketing aims to assist, not intrude, by understanding and fulfilling individual consumer needs.
Four Tenets of Quantum Marketing
- Privacy and Data Security: Only minimal, non-identifiable data is used; privacy is paramount and enforced by technology.
- Consumer Economics: Consumers will control and benefit economically from their attention and the ads they view.
- Multi-Sensory Experiences: Brands will create immersive experiences, engaging all five senses to build emotional connections.
- Brand Trust: Trust—not just attention—will be the key currency; brands must act transparently and pursue genuine social good.
Example of Quantum Marketing in Action
- A payment solutions company developed an AI-powered app to help Ukrainian refugees find jobs and settle—building trust and love for the brand without direct profit.
Key Terms & Definitions
- Quantum Marketing — A new paradigm focused on technology, privacy, trust, and immersive consumer experiences.
- Multi-Sensory Marketing — Consumer engagement strategies involving all five senses for deeper brand association.
- Consumer Economics — Future model where consumers get compensated for their attention and ad engagement.
Action Items / Next Steps
- Review the four tenets of quantum marketing in detail.
- Prepare examples of brands using immersive or trust-based marketing.
- Reflect on how technology influences your own experiences with brands.