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


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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.
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Keywords: brand loyalty; branding; consumer behaviour; customer acquisition strategies; growth hacking; innovation; marketing strategy; media consumption habits

Document Type: Research Article

Publication date: March 1, 2018

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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