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How brands are using nonlinear marketing to address consumer resistance to traditional marketing strategies

Author

Listed:
  • Turner, Jamie
  • Shah, Reshma
  • Jain, Varsha

Abstract

Consumer behaviour and media consumption habits are changing at a rapid pace. Reactions to stimuli that were once easy to predict are no longer predictable, and typical responses to marketing actions have become completely atypical. As a result, traditional approaches to marketing are losing their effectiveness. This paper sheds light on a new approach many brands are adopting, which we call nonlinear marketing. Nonlinear marketing is a way for brands to weave themselves into the fabric of a consumer’s life. Rather than relying on the traditional approach whereby brands might interrupt a consumer’s life with 30-second television commercials or the like, brands become a seamless part of their consumers’ daily journey via nonlinear marketing. The result is a richer, more robust experience for the consumer and a more effective, longer-lasting relationship for the marketer.

Suggested Citation

  • Turner, Jamie & Shah, Reshma & Jain, Varsha, 2018. "How brands are using nonlinear marketing to address consumer resistance to traditional marketing strategies," Journal of Brand Strategy, Henry Stewart Publications, vol. 6(4), pages 397-408, March.
    • Handle: RePEc:aza:jbs000:y:2018:v:6:i:4:p:397-408
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    More about this item

    Keywords

    marketing strategy; innovation; growth hacking; branding; media consumption habits; consumer behaviour; customer acquisition strategies; brand loyalty;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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