10 new marketing paradigms

Grant Leboff

Response has made way for engagement; service has progressed to experience. These and other shifts in marketing thinking are explored.

It is not business as usual. The world wide web has provided consumers with unprecedented access to information and choice. The emergence of social platforms has meant that, for the first time in history, everyone has their own media channels. The days of relying on the patronage of publishers, or record companies, for people to have their work recognised, have long since gone. In a world where information has become abundant, attention has become scarce.

These fundamental changes in the rules of communication mean that a different mindset and frame of reference is required when people think about marketing. Many of the old paradigms are now obsolete. Here are some of the 'old school' to 'new skool' changes in our digital universe.