Quantum Marketing

Technological, sociological and systemic changes will transform marketing in coming years and usher in a Fifth Paradigm.

Marketing has functioned under four paradigms: First, a product-centric paradigm based on the premise of rationality; second, an emotion-based paradigm corresponding to the new technology of television; third, data-based marketing that arrived with the internet; and finally the always-on Fourth Paradigm, fueled by the smartphone and social media. The Fourth Paradigm turned the art of marketing into science.

Marketing stands poised for a transformation to a Fifth Paradigm – Quantum Marketing. Three major areas of influence usher in this change. First, an array of new technologies – artificial intelligence (AI); augmented and virtual reality; 5G; the Internet of Things (IoT); 3D printing; smart speakers; wearables; robotics and drones; and blockchain – generate immense quantities of data and create opportunities for new kinds of marketing. The second and third factors – changes in society and systemic shifts in marketing – drive a redefinition of the concept of loyalty while bringing trust and purpose to the fore. They also disrupt familiar elements...