Building brand trust and consumer willingness to convert with reception marketing

Shannon Reedy
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Shannon Reedy: Terakeet, USA

Journal of Brand Strategy, 2024, vol. 13, issue 1, 57-71

Abstract: In the dynamic landscape of marketing, shifts in technology, business and behaviour occur that revolutionise how brands connect with consumers. One example is the concept of Reception Marketing. This paper examines the history of marketing strategies, exploring the consumer and marketplace contexts that catalysed the evolution from interruption-based methods to Permission Marketing, ultimately leading to the emergence of Reception Marketing. By examining the challenges with Interruption and Permission Marketing relative to reaching contemporary audiences, this paper highlights the need for a new approach that aligns with today’s empowered consumer who bridges the information and artificial intelligence (AI) age. The paper introduces and defines Reception Marketing as a strategy that leverages consumer signals to build authentic and consistent connections between brands and consumers, where each is defined relative to their ability to resonate, build brand equity and therefore make consumers more likely to convert. The paper goes on to discuss the important principles of Reception Marketing and its role in shaping the future of marketing strategies, brand-consumer relationships and the state of the Internet at large. The paper also explores how owned asset optimisation (OAO), along with AI and other technologies, enable brands to implement Reception Marketing at scale.

Keywords: reception marketing; interruption marketing; permission marketing; consumer empowerment; brand-consumer relationships; owned asset optimisation; consumer data; authentic connections; brand equity. (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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