Because they are based on an incomplete customer experience, traditional marketing strategies are built on unreliable ground. This is why we speak of superposition: in quantum physics, every particle is located in several states at the same time. But the fact of measuring it and then passing from a probabilistic state governed by indeterminacy to a deterministic world, closer to our Newtonian and Cartesian way of thinking:"I measure, therefore I am". The professional's role is therefore to measure, first and foremost, in order to carry out a 360° marketing study of weak signals
Market segmentation is the basis of any traditional marketing strategy. But if this segmentation is too broad, the "prospect stereotype" proposed by the classical model is often only a shadow without consistency. ). In quantum physics, however, it is impossible to determine with certainty the direction in which a particle will take - it "chooses" in any indeterminate way the moment and the direction in which it will jump. When applied to marketing, it is clearly more relevant to make individualized observations of a prospect's behaviour (even if it means probabilizing it) than of a supposedly homogeneous group. To do this, solutions must be used that trace the paths of each visitor individually, from a one-to-one marketing point of view.
Generally, a client is treated as an isolated target, as a single decision maker who makes his or her own decision. But who influences his choice? In quantum physics, we talk about the intrication of particles between them. This means that any change in the state of one instantly changes the state of the other, no matter how far apart they are. When applied to marketing, we can talk about intricate influence. This influential marketing takes the form of measuring the maturity of the customer as a whole, including all decision-makers, users, family members or buyers involved in the choice.
In marketing, it was thought that the more pressure the buyer is put on him, the more his willingness to buy increases. Experience has shown that increasing marketing pressure by addressing an inappropriate message 20 times has no more effect than once. In quantum physics, it is observed that to make the electron orbiting the nucleus of the atom "move", a certain amount of energy must be applied to it (by packages or quantas, hence the term "quantification"). The same goes for marketing. To make a quantum leap for a prospect to a higher level of maturity, a certain level (quanta marketing) of energy must be deployed for qualitative marketing.
In marketing, the best way to get a message across is to tell a story. But the customer perceives rather that messages and campaigns are out of sync. In the quantum universe, we're talking about non commutativity. the order of the terms in an equation cannot be changed without altering the result. For example, it is impossible to write only 3x2=2x3. Applied to marketing, the customer is in search of meaning, the personalized scenario of campaigns is essential. It is therefore up to the CMO to define, through A/Z testing, the correct order of transmission of messages, in the form of storytelling and personalized marketing.