For the past 20 years, emerging digital technologies have led to what is commonly known as modern marketing. They have tilted our world toward what the analysts at Forrester call “left-brain marketing” with its strong emphasis on data, science and math. But with much less emphasis on the emotional truths required to transform advertising and marketing into great advertising and marketing.
Global B2B agency Stein IAS believes an extremely necessary marketing course correction is underway. It calls this next stage in marketing evolution “post-modern marketing.” Stein IAS believes this strongly enough to have written the book on post-modern marketing, literally.
The book, Paradox: Feeling Machines and the Rise of Post-Modern Marketing, envisions a near-term future for marketing in which, paradoxically, more technology fuels bolder and more intuitive creativity – re-balancing data science and martech to make marketing and customer experiences better and better and better.
The book will be released one chapter at a time, starting with an introduction and overview. Over the course of the year, each chapter will provide examples of what post-modern marketing means and why it’s a time of immense opportunity for marketers.
“The emotional roots of advertising and marketing are from a time when people didn’t torture brands the way we tend to do now,” says Reuben Webb, Stein IAS’ chief creative officer in the book. “People were out there doing things that would become powerful, emotional, fun and memorable; there was less granular scrutiny. So a brand was a much less self-conscious thing, more free to be intuitive.”
In Stein IAS’ view, post-modern marketing harkens back to this time, while also continuing to leverage advances in data and digital technology.