The radical changes caused by digitalization have necessitated introduction of new approaches to marketing strategies. While brands strive to adapt to the digital revolution, they also aspire to take advantage of the possibilities presented by the digital age. Global factors that affect the whole world, such as the Covid-19 pandemic, accelerate the process of change and trigger changes in daily practices of human beings such as production, consumption and shopping. It is evaluated that not only the classical habits but also the modern theory, model and practices will undergo significant revision, along with the current conjuncture which resembles to a kind of orientation process for consumers beings. In such a case, it is undisputable how critical it is to make the breakthroughs that are most compatible with the digital age, but also understand the human psychology in order to reveal a successful marketing. For this reason, it has become obligatory for companies to be open to marginal changes in their basic philosophies, corporate culture and managerial policies at all times.
When he said that “People, vegetables or cosmic particles; we all dance to the mysterious melody which plays by the far invisible piper”, Albert Einstein were speaking of a perceptual interaction that directs us apart from our five senses. The unconscious mind pointed out by Einstein has working principles such as: not understanding negative instructions, learning by pairing, taking references from the past, selfishness, protectionism, complementariness, avoidance of pain (hedonism), generalization, seeking the most appropriate option, preferring easy to hard, creating needs and searching for solutions to them, and thriftiness. In another consideration that complements the aforementioned point, it is argued that “people see with their brains, not their eyes”. Ever since these facts were discovered and adopted within the framework of marketing science, innovative tactics and modernist approaches have come into prominence in marketing. In the modern and particularly postmodern age, studies on creating awareness and persuading the consumer, in the last instance, progress on a direction which appeals to human perception such as cognitive persuasion methods and social impulses that stimulate mental activities. It has reached such a point that communication between the consumer and the marketer has evolved into a psychological war based on fine strategies.
Digitalization has played a stimulating role in obtaining the most modern marketing mentality thanks to blending these working principles of the unconscious mind together. In other words, the face of traditional marketing has changed rapidly since it was introduced to digitalization and has gained its present appearance as a result of constant improvements. Digitalization, the name of an irresistible transformation, has not only shaped the modern structure of marketing, but has also made a positive contribution to the development of marketing science by taking its effect in all areas related to marketing. For instance, in the field of accounting, applications such as e-account book, e-invoice, and interactive tax office and return system have touched every aspect of the accounting profession from registration to reporting, and all these innovations undoubtedly strengthened marketing which is tightly associated with the accounting system.
On the one hand, while digitalization has changed the anatomy of marketing, on the other hand, the imagination of the human brain, inspired by the contributions of digitalization, has got involved in, and ultimately new approaches to marketing have emerged.
The following are the main new marketing approaches that came into our lives in the modern and postmodern marketing era: Neuro marketing, which tries to understand what consumers think; uninterrupted marketing, which is based on never-ending advertising density and pollution; permission marketing, which is based on reaching consumers with various promises such as rewards and by giving prior notice; guerilla marketing, which relies on using out of the ordinary tactics to get the best results with limited resources; experiential marketing, which is based on determining the aspects that consumers like by observing their current experiences, not on the functional features and known benefits of the product; radical marketing, which is based on making presentations to certain consumer groups in line with their needs by disintermediation of advertising agencies and brand directors; one-to-one marketing, which aims at the provision of personalized goods and services based on individual databases; ambush marketing, which is based on directing consumers about a good or service by blurring the minds of consumers on what is right and what is wrong; retro marketing, which puts a previous product or service onto the market again without making any changes by taking advantage of the longing for the past; nostalgic marketing, which puts a previous product or service onto the market by making a concept change by taking advantage of the longing for the past; viral marketing, which means creating entertaining and informative messages circulating between customers in virtual environments; buzz marketing, which is based on imprinting on the minds of the consumer through striking activities rather than the product; tribal marketing, which is based on the fact that social and psychological needs as well as the sense of belonging shape consumption activities; mystical marketing, which is based on drawing the attention of consumers who are keen on mysterious teachings and symbols; femvirtising, which deems raising awareness on women's issues as the main axis; and holistic marketing, which is based on the importance of every detail with a wide range.
The Covid-19 pandemic has eroded traditional marketing methods and approaches in a short span of time. The common feature of all new approaches to marketing in the post-pandemic period is that they will take place within the framework of digital possibilities. Firms will be able to hold onto the market to the extent that they can accord with digitalization.
Zeynep Alankuş
İletişim ve Pazarlama Gurusu
1/5/2021
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