According to experts, we’re entering an era of marketing where science and art must fuse together better than ever before.
This exciting mix of technology and creativity is where PR and marketing teams need to focus and is being referred to by many as ‘post-modernist marketing’. So what is it all about?
According to Tom Stein, chairman and chief client officer of the global B2B marketing agency Stein IAS, we’ve already experienced the pre-modern, Mad Men-style of marketing.
In this era, the primary aim was to provoke an emotional response and to form intuitive methods of reaching out. Next, we have the modern era, and with the soaring popularity of social, mobile and digital platforms, modern marketing has been seen to focus very heavily on science and technology.
So, it seems to make sense that the future of marketing will be a clever, powerful mix of the two.
No doubt emerging technology and science will continue to form a major part of future campaigns, but the aim is to reclaim the emotional elements and for marketers and PR professionals to be able to deliver on both counts. Stein believes post-modern marketing is all about duality, he says:
“We need to be alchemists and quants, daredevils and pragmatists, free-spirits and engineers”.
Having said this, there’s no way that brands will ignore the incredible technologies that we have at our disposal today, and they’d be mad not to embrace phenomenons such as Augmented Reality, Virtual Reality and Mixed Reality.
These exciting concepts will continue to be influential in the post-modern marketing era, but there needs to be a new depth to them and an emotional lure. According to Ad Age, postmodern marketing is “about the fact that consumers are drawn to brands that share their core opinions.
It’s about aligning your brand with an opinion that’s of critical importance to your consumers.”
To this end, marketing teams can never underestimate the importance of conveying brand values. They need to tap into human nature and tell stories that resonate with their target audience.
This age-old marketing style has proven successful time and time again, and will continue to shape campaigns across all platforms; but the excitement that technology brings – and the ability to fuse the two – can only deepen the impact of advertising in 2017 and beyond.
Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442 or email us on info@hotcow.co.uk.
