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

Jamie Turner, Reshma Shah and Varsha Jain

Journal of Brand Strategy, 2018, vol. 6, issue 4, 397-408

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.

Keywords: marketing strategy; innovation; growth hacking; branding; media consumption habits; consumer behaviour; customer acquisition strategies; brand loyalty (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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