Skip to main content
padlock icon - secure page this page is secure

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

The full text article is not available for purchase.

The publisher only permits individual articles to be downloaded by subscribers.

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.
No References
No Citations
No Supplementary Data
No Article Media
No Metrics

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

Document Type: Research Article

Publication date: 01 March 2018

More about this publication?
  • 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.

  • Editorial Board
  • Information for Authors
  • Subscribe to this Title
  • Contact us
  • Forthcoming content
  • Multi-user licences
  • Ingenta Connect is not responsible for the content or availability of external websites
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
UA-1313315-29
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more