Quantum Marketing: A new way to think marketing and create exponential growth

Gael De Talhouet
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Gael De Talhouet: Global Brand, Innovation and Sustainability

Journal of Brand Strategy, 2020, vol. 8, issue 4, 317-329

Abstract: How can I create growth? Marketing questioning can be condensed to this unique question —our new Unique Source of Problems — and most of us do not have the answer. Looking at companies’ performance, it seems that most companies do not have an answer either. In the past marketing was little more than television advertising which sent customers out to purchase in shops. This was measurable and predictable. More television, more new products result in more sales. Marketing skills were also simple: creating great television spots and great innovations were the two important skills of great marketers. Unfortunately, the world has changed. It has sped up, and become more complex and fragmented. Paradoxically, collecting more data has not made the world more measurable, but even less predictable. This created a fundamental doubt about the capability of marketing to create growth in a measurable way. More doubt creates more requests for data. Marketing becomes data-based marketing, and the more data organisations ask for, the less purpose and trust marketing seems to create. This paper outlines the need for a new system in order to make this complexity digestible by organisations, and to enable them to elicit growth patterns from a chaos of data points. The paper creates a new system with which to think of the world: ‘Quantum Marketing’. This provides organisations with a model to think of marketing, articulate the role of marketing in creating sources of growth and staff the teams with the new required skills. Regarding quantum marketing, this paper identifies three important capabilities that organisations can use to make sense of complexity and create growth: Particle Optimisations, Reverse Engineering, and Waves of Meaning. Fundamentally, the paper provides a system to organise the world, re-establish trust in marketing, organise your marketing department and focus on the right things. With this new quantum trilogy, readers will be able to outperform competitors and create exponential growth.

Keywords: quantum marketing; growth; digital; data; technology; marketing skills; AI (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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