What is quantum marketing?

Just as quantum mechanics radically altered our understanding of the natural world, quantum marketing is a revolution in the way we think about marketing. 

But computers don’t do everything (yet).

Until we can put our marketing and advertising efforts on autopilot completely, the skills and experience of a marketing team are avenues by which to reach a new client base while also reinforcing existing ones.

Further, those marketing teams that can anticipate or predict the role marketing technology will play down the road will offer the most value.

What Marketing is Like Today

As much as half of all marketing professionals admit to feeling like they lack training. Moreover, they often feel that they have neither the time nor the resources to develop the skills needed to succeed. 

More and more business owners are willing to forego certain skills in favor of those that better accommodate how consumers are shopping today. For example, mobile-first marketing has all but replaced public speaking and led to a variety of different digital tools and platforms with which to automate certain marketing processes, including email, SMS, and social media marketing. For business owners with digital-focused marketing and advertising strategies, marketing automation offers more immediate value to businesses and brands than even client management. 

Yet the fact that new marketing tools and techniques are constantly emerging and potentially making some of the previous methods outdated means that training for marketing is a zero-sum game. As a result, business owners lacking the experience or resources to sustain their revenue through fluctuations in the marketplace may find value in hiring a designated marketing team.

A prime example of this has been influencer marketing, which has given brands the ability to leverage the popularity of social media personalities whose audiences are more qualified (re: more likely to make purchases) while spending far less than they would on other digital advertising campaigns. But if a company can pay an influencer and achieve the same or better ROI, then what value can a marketing team bring to the table? 

Where is Marketing Headed? 

Technology is changing constantly. Social media influencers are a testament to this fact: Influencers learn their platforms inside and out so they can accommodate trends to remain successful. 

The internet gives brands of all kinds a level playing field so they can compete with larger, more established companies offering a unified experience across channels. And with online shopping at an all-time high, having staying power as a brand means being able to stand out from the pack. 

Among the many changes we’ve seen in the world of marketing, automation has taken the streamlining process to a new level while machine learning provides new ways to predict customer needs before the customers can express them. These technologies become tools for further brand differentiation although marketers may find it more difficult to convince executives of the need to invest in learning and applying them. Additionally, there’s no denying that skill obsolescence has accelerated, shortening the period of viable return on investment. 

Quantum Marketing is Where We're Going 

Marketing professionals need to be able to adapt in much the same way as the audience, honing their knowledge and skills, and having a willingness to shift direction and improvise when needed. 

Quantum marketing is how marketing professionals try to expect the unexpected. Instead of traditional targeted marketing (which, to be clear, is absolutely still relevant and scalable), quantum marketing is a way for marketing teams to be prepared for any client, at any time. 

Rather than targeting a limited audience on fewer platforms, quantum marketing means you can cast a broader net to influence buyers now and in the future. 

Quantum marketing requires careful monitoring of emerging data and fast decisions from that data.

The idea is for marketers to know which creative endeavors will reach which clients and to infer when those clients will buy. This requires not only technology but an agileness; different voices with different strengths in acquisitions, ever-changing technologies and business needs, and rapid shifts in public opinion demand your marketing team to adapt and respond on the fly. 

Quantum marketing requires careful monitoring of emerging data and fast decisions from that data. Whereas we currently market with a test-and-retest mindset, quantum marketing will allow us to pivot long before the need arises. Broad-spectrum, long-term focus is at the core of quantum marketing. 

It boils down to this: Quantum marketers are prepared to shift directions over the next decade rather than confirm client sales next quarter. It’s about achieving a form of marketing that’s future-forward.  

Prepare for the Future with Alan + Company 

Keeping up with the technological revolution is difficult, particularly in marketing where technology changes so quickly. Fortunately, Alan + Company can give your business the ability to keep pace with trends and safeguard your revenue for the next digital revolution. 

Contact us today to find out how we can make that happen.