Marketing communications in a post-modern world

Abstract

Purpose – The purpose of this paper is to present and discuss information accessibility in today’s world alongside the accompanying demise of corporate invisibility. This is an ever-present communications reality for businesses and consumers in the twenty-first century. Design/methodology/approach – This paper reviews the relevant extant literature relating to economic, social and technological developments and their impact on the post-modern world of marketing communications. It discusses the rip tides of change that impact on that world. Discussion focuses on the changing global environment as a backdrop to observing new trends in the marketplace underpinned by an information explosion. Consumer typologies and their significance are considered generationally in terms of X, Y and Z and explored in the context of postmodernism. Findings – The pace of change in marketplaces and market-spaces everywhere is continuous and accelerating. Inexorably – and perhaps inevitably – marketing communications are changing shape, metamorphosing into new configurations and forms as a result of underlying technological changes and in the face of ongoing recessionary influences. For the first time in history, people are exerting more influence and control over marketing processes. Medias are moving in tandem with the technological drivers, implying that managers, brands and companies should all be proactive in taking advantage of the changing times. Practical implications – Different communications are needed for different markets, but always based on a sound understanding of the dynamics of the markets they address. Not only is an understanding of the needs and wants of different generations important, but also the different economic, social and cultural settings in which consumption takes place. Social implications – Constant technological change is here to stay and has consequences for the ways companies design and implement marketing communications. Originality/value – This paper is original in its assessment of the problems of creating effective marketing communication and in highlighting the issues facing companies in today’s post-modern world. Using generational types presents an interesting way of examining and addressing different markets with different needs.