I’m working with Dr. Reshma Shah and Dr. Varsha Jain on concept that explains how brands are connecting with prospects in the post-advertising era.
Here’s a chart that sums up what the problem is.
As you can see, most segments of the population are abandoning traditional media like TV, radio, newspapers, magazines and others. To make matters worse, the younger you are, the more resistance you have to traditional marketing and advertising techniques.
In other words, the days of interrupting a consumer’s life to foist a 30-second sales pitch on them are coming to an end. Instead, brands are turning to something we call Nonlinear Marketing.
What is Nonlinear Marketing and why is it something you should know about? Watch the short video below which explains how the sales funnel is being replaced with something called the sales web, and how Nonlinear Marketing plays in to all of that.
What are your thoughts about Nonlinear Marketing? Brands like Red Bull, Starbucks, and Coca-Cola are already practicing it. Can you name other brands that are using this approach? They’re cropping up everywhere.
About the Author: Jamie Turner is an internationally-recognized author, speaker, and CEO. You’ll find him on the 60 Second Marketer and as an expert commentator on network TV. He is also the founder of SIXTY, a marketing consultancy and advisory firm that helps clients get more bang for their marketing buck.