Because Ordinary is Boring…
“Spooky action at a distance” is a phrase famously associated with Albert Einstein and refers to a phenomenon in quantum mechanics known as quantum entanglement. Spooky marketing at a distance is a creative and intriguing concept! It suggests drawing a parallel between the principles of quantum entanglement and marketing, particularly in the B2B tech startup space.
Quantum Entanglement as a Metaphor for Brand Influence
Entangled Relationships
In quantum mechanics, entangled particles remain connected no matter how far apart they are. Similarly, in marketing, a brand’s influence can be seen as “entangling” with its audience. Once a deep, emotional connection is formed with customers, the brand’s impact can be felt even without direct interaction. This can manifest as brand loyalty, where customers continue to support a brand based on past experiences or perceptions, even in the absence of continuous marketing efforts. The result is market momentum, where the quantifiable past investments in demand generation and brand awareness continue to carry the business forward by its own kinetic energy.
Non-local Interactions
Just as quantum entanglement defies classical distance, effective marketing can transcend geographic and cultural boundaries. An innovative product with a powerful value proposition, in the form of a well-crafted marketing message, can resonate globally, “acting at a distance” to influence potential customers in diverse markets without the brand having a physical presence there. The internet has made this possible by allowing any business or even individual to create communities and influence audiences regardless of location.
Real-Time Marketing as Quantum Superposition
Multiple States
In quantum mechanics, particles exist in a superposition of states until observed. In a similar vein, real-time marketing strategies often involve maintaining multiple potential campaigns or messages, ready to be deployed based on how the market “observes” or reacts. Marketing teams might prepare several narratives or campaigns and then swiftly execute the most relevant one in response to real-time data, events or personas.
Instantaneous Influence
Just as observing a quantum particle instantly determines its state, modern marketing tools allow for instantaneous feedback and adjustment. For example, social media allows you to observe customer behaviour in real-time and immediately adjust strategies, maintaining relevance and maximising impact.
Customer Journey Mapping as a Form of Quantum Entanglement
Customer Experience
A brand’s relationship with its customers can be viewed as an entangled system. Customer journey mapping helps in understanding this entanglement, identifying key touchpoints where the brand’s influence is strongest. The goal is to ensure that every interaction (observation) strengthens the overall relationship, leading to long-term loyalty and advocacy.
Predictive Analytics
Just as quantum mechanics uses probabilities to predict outcomes, marketing can use analytics to predict customer behaviours and preferences. This allows brands to “entangle” with customers more effectively by anticipating their needs and desires, while delivering personalised experiences.
Spooky Marketing in Practice
Remote Influence
Consider how a brand’s reputation can influence a market far from its core operations. For example, a tech startup might gain traction in international markets purely based on the strength of its online presence, word of mouth or media coverage. This can be seen as “spooky marketing at a distance,” where the brand exerts influence without direct, localised marketing efforts.
Network Effects
In B2B tech startups, network effects can be a powerful example of spooky marketing. As more users or businesses adopt a product, its value increases, indirectly pulling in even more users. This creates a self-reinforcing loop that can spread far beyond the original target market, much like the entangled state of particles in quantum theory.
Challenges and Considerations
Measurement and Attribution
Just as quantum measurements affect the state of particles, measuring marketing impact can be tricky, particularly when influence is exerted “at a distance.” Understanding how different marketing activities contribute to customer decisions is highly desirable but can be challenging. This has resulted in the use of more sophisticated attribution models.
Ethical Implications
With great influence comes great responsibility. As marketing becomes more pervasive and far-reaching, tech startups must consider the ethical implications of their strategies. You must ensure customer data and privacy are protected while developing genuine connections based on solving problems and adding value, rather than manipulative tactics.
Spooky Innovation
Ok, I may have pushed the concept of spooky marketing at a distance a bit, but it offers a fresh perspective on how B2B tech companies can think about their influence and strategies. By drawing on concepts from quantum mechanics, marketers can explore new ways of connecting with audiences, even across vast distances or in indirect ways. This approach emphasises the importance of building strong, resonant relationships with customers that can withstand the test of time and space, much like the entangled particles of quantum theory. This metaphorical exploration encourages innovative thinking in marketing strategies, pushing boundaries and challenging traditional approaches to market reach and influence.
You may want to read: “Why Marketing is the most Important Activity for B2B Tech Startups.”
