Marketing in The Matrix

Have you ever felt that you just landed in The Matrix? ??

That’s how I feel about this article. I’ve read it three times now and I keep finding new information and things to like about it, though I’ve still no idea what half of it means.

Have you ever heard of Quantum Advertising?

Nope – me neither. And I’m not sure that publicly announcing on LinkedIn that you don’t understand something is the usual etiquette, but – I’m from Hull so I’ll survive ????

What I do understand is that marketing is a messy business. No one fully understands why something works one minute, but not the next. But could Quantum Theory hold the key?

Marketers spend an inordinate amount of time trying to create consistency. And despite the pedal being down to the metal on output, results are rarely a fair reflection of the effort invested. It’s a raw deal, but unless you stop marketing at the same time as your competitors, woe betide your market share (probably) ??

The article’s author Faris Yakob is a boffin in every sense of the word. He’s already put paid to the ‘art versus science’ marketing debate, pointing out that ‘science’ does not equate to predictability nor measurability ??

I think the comparison between marketing effectiveness and quantum theory lies in the fact that what we choose to observe, changes the system. As it turns out, brands that steer away from delivery effects in reporting have better effectiveness measures, resulting in stronger business performance as a result of marketing.

Yakob cites profitability studies which show that the most effective creative can provide a 10x multiplier on efficacy – but no ‘recipe’ or formula exists. Because the result only appears to the world this way after the fact, based on squillions of factors that cannot be predicted or replicated.

Now do you feel like you’re in The Matrix?

There’s no doubt in my mind that the objective of B2B marketing in 2024 is largely about getting brands onto buyers’ consideration lists for future purchases. I’m not convinced that there is much we can do to trigger immediate purchase consistently. In my experience, it happens once in a blue moon. I certainly wouldn’t want to risk the financial future of my business on this being a reliable model.

What do you think? Does any of this make sense to you? Asking for a friend… ??

#QuantumTheory #QuantumMarketing #TechPR #B2B #LifelongLearning

https://www.warc.com/newsandopinion/opinion/Quantum_advertising/6737