New Marketing New Research

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New Marketing? New Research?

• Stephen Brown
• University of Ulster

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Problems

• Product profusion
• Product parity
• Differences denuded
• Savvy Consumers

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Philip Kotlers New Marketing
Conventional
New

• Organise by product units
• Focus on profitable transactions
• Judge performance by financial results
• Marketing department does the marketing
• Build brands through advertising
• Emphasise customer acquisition
• Measure customer satisfaction
• Over-promise to get order
• Make firm the unit of analysis

• Organise by customer segments
• Focus on lifetime value
• Look at marketing metrics, not just financial
  results
• Everyone in the company does marketing
• Build brands through behaviour
• Emphasise customer retention
• Measure customer loyalty
• Under-promise, over-deliver
• Make the value-chain the unit of analysis

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John Grants New Marketing

• It is a more creative style of marketing
• It treats brands as living that can transform
  people (not as boring bland essences)
• It is entrepreneurial in spirit
• It favours constant change over conservatism
• It is more humanist, less scientific
• It is driven by insight not analysis
• It is part of a new consumer culture
• It is exciting to be part of
• It is offering more cost-conscious solutions
• It is a living reality

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Emergent Marketing

• Experiential/Environmental
• Esthetic/Entertainment
• Evanescent/Ecclesiastic
• Ethical/Effrontery

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Surf That Fad!
Procedure

• Focus on consumption experiences
• Examine the consumption situation
• Customers are emotional
• Methods are eclectic

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Theres no business like...
Procedure

• Do a Disney
• Do a Vegas
• Do a Doh

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Whoops, I did it again
Examples

• The Tipping Point
• Anatomy of Buzz
• Stealth Marketing
• Viral Marketing
• Under the Radar

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Excited Statements

• It values energy and ideas over dry research and
  analysis
• It has a strong anti-establishment ethos
• It is innovation orientated
• Posited on Peters Picked a Peck of Pepper
  Principle (if it aint broke, fix it anyway)
• Rejects five year plans for exciting ideas. Now!
• Considers conservatism to be timidity
• Flexible rather than fixed ideas of how to get
  things done

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Ecstatic Marketing

• Emphasis on creativity
• Rejection of old ideas
• Desire to break the rules
• Question research methods
• Art rather than science
• Eschew customer orientation
• Provoke rather than pander

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Marketing E-quation
E MC2

• E E-nough Marketing
• MC Market Conditions
• 2 Speed of change

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Market Conditions

• Technological developments
• Globalisation imperative
• Marketing is ubiquitous
• APICalypse now
• Speed of change
• Postmodern consumer

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John Grants New Marketing Manifesto

• Big, inspiring, participative marketing isnt
  all new... This kind of big cultural idea has
  found its day again. We are at some sort of Wild
  West frontier again in marketing.
• (Grant 1999, p.241)

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Why Rhetoric of New?

• What guru will admit to recycling old?
• New century, new economy, new ideas
• Insinuation of superiority
• Generational effect (new marketing, new gurus)
• Rhetoric more important than reality
• I want to believe

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Marketing is a belief system

• Mind Cure movement
• William James
• Marketing works
• Trappings and substance
• Placebo effect
• Loss of belief

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Ulster, we got a problem

• Consumers are the problem
• Marketing is the problem
• MBAs are the problem
• Research is the problem

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Consumer Problem

• How can the market choose what it wants from
  what it does not know or does not yet exist? The
  customer can only speak of the pastMarket
  research, like the primitive mans gods, keeps
  telling the producer to do it again, just the way
  he did it before.
• Shorris (1994 158)

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Marketing Problem

• Radical marketers are those who have achieved
  extraordinary success without the modern
  machinery of professional marketingmost had no
  formal marketing background at allthey drove
  their organisations to great success and
  achievement by ignoring academic marketing
  theories and bucking conventional wisdom.
• (Hill and Rifkin 2000 3-4)

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MBA Problem

• Every year they invade companies around the
  world. As competent as they may be, they belong
  to a group of globally standardised individuals.
  They are exposed to the same models, books and
  formulas. These students are then let loose,
  equipped with identical recipes for how to
  succeed.
• (Ridderstrale and Nordstrom 2000 226)

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Research Problem

• The authors of most popular business books see
  the research contribution as so minor that they
  simply ignore the subject
• Authors who recognise marketing research are
  often hostile
• Some academicians are equally hostile
• Marketing research is even the butt of comic
  strip jokes...

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Quo Vadis Marketing Research

• Market research hasnt even started to realize
  our 50-year-old vision. Weve not explicated a
  core body of knowledge. The advertising process
  is not under control. Most new products still
  fail. The waste in marketing is still enormous.
  Marketing is not the dominant corporate function.
  We recognize a problem exists, but we insist
  its a communication problem, not a performance
  problem. We ignore the possibility that, based
  on 50 years of experience, management does
  understand our contribution and judges it minor.

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When Marketing Research Meets the Reflexive
Consumer

• Falling Response Rates
• Professional Interviewees
• Professional Focus Groupies
• Dissimulators Anonymous

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Loss of Faith in Marketing Research

• Many chief executives are wary - if not actually
  dismissive - of market research (Jones 2000 95)
• Forget about forecasting and marketing studies
  (Ridderstrale and Nordstrom 2000 157)
• Neither market nor consumer research is capable
  of determining what a brand ought to be (Dru
  1996 59)
• You cant use an old map to find a new land
  (Hamel 2000 149)

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Research RevivalismNew Research for New Marketing

• New Marketing is a challenge to the
  pseudo-scientific age of business. It is a great
  human, subjective exercise. It is an art. New
  Marketing needs New Marketing Research. Old
  market research was largely there to objectify
  and to justify - to support conventions. New
  marketing is here to challenge and seek the
  unconventional. There is a place for research in
  new marketing, but it is the place of listening
  and authentic conversation, not abstraction.
• (Grant 1999 182)

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What does it all mean for us?

• No implications, old tools still appropriate
• Teach and be damned
• Model postmodern consumer
• Representative sample?
• Got the new tools already, use more often
• Qualitative
• Interpretive
• Retro research methods

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Old/New, Science/Art
Art
Science
Qualitative
Quantitative
Old
Cultural
Cyberal
New
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QVC2

• Qualitative
• Focus group, depth interview, projectives
• Exploratory
• Quantitative
• Questionnaire, sampling, experimentation
• Analytical

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QVC2

• Qualitative
• Focus group
• Depth interview
• Exploratory
• Quantitative
• Questionnaire surveys
• Experimentation
• Analytical

• Cyberial
• Internet driven
• Quant qual
• Primary and secondary
• Cultural
• Art
• Literature
• Creative

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Old Course, New Course

• Old Old MR courses focus on quant, with side
  order of qual
• New Old MR courses focus on top half of matrix,
  equal split between quant and qual
• Old New MR courses include cyberial dimension.
• New New MR courses equally split between quant,
  qual and cyberial, with side order of cultural

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Revolutionary Marketing Research

• Equal weight to all four quadrants of the matrix,
  whilst recognising that Cultural is the most
  important.
• The weird are the harbingers. If you dismiss
  the stuff that strikes you as weird, you have
  virtually no chance of finding the new. Its as
  important to be weird as wired. Whats the
  hippest club in your city? Have you ever been
  there? Whats the trippiest video game out
  there? Have you played it? Artists have few
  constraints. Like magnifying glasses they
  collect and concentrate the diffused light of
  cultural change.
• (Hamel 2000 134)

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Key Terms

• New Marketing
• Postmodern Marketing
• Retromarketing

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References

• L.D. Gibson (2000) Quo vadis marketing
  research, Marketing Research, 12, 36-41
• D. Struse (2000) Marketing researchs top 25
  influences, Marketing Research, 12, 5-9.
• C.Z. Shea (2000) Jumping the hurdles of
  marketing research, Marketing Research, 12,
  22-30.
• M. McDonald and H. Wilson (2003), The New
  Marketing, Butterworth Heinemann.
• S. Brown (2001), Marketing The Retro
  Revolution, Sage.
• S. Brown (1995), Postmodern Marketing, Routledge.

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Readings

• S. Brown (2002) Everything Must Go! Postmodern
  Marketing, in The Marketing Book, ed. M.J.
  Baker.
• S. Brown (2001) Remembering Marketing, Chapter
  One of Marketing The Retro Revolution, Sage.
• Available as downloads www.sfxbrown.com

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Postmodern Prose Made Simple