INSIGHT
WE ARE POSTMODERN
Only one term can truly capture the complexity of the task facing marketers today in not only getting the
right message to the right consumer, but at the right time on the right device, writes Alex Czajkowski of
Agency Lex. Welcome to the world of postmodern marketing.
“WEDNESDAYS ARE THE best day
for sending emails,” she said, “followed
by Tuesdays and Thursdays.” You can
see her, standing there, arms folded.
Confident. She knows.
Except that she’s wrong. When’s the best
time to send an email to a player? When
the player is most likely to be receptive to
the particular message you want to give
them… or, better, that they want to receive.
Welcome to postmodern marketing.
This isn’t about marketing to the
masses; there are no masses in a
postmodern world. If you haven’t
segmented by predictive value, recency,
frequency, platform, game choice,
average bet, time zone, you’re effectively
spamming, but now on multiple platforms
instead of just email.
Postmodern marketing goes far
beyond the idea of “content” marketing.
“Differentiation through information”
has been the intelligent marketer’s tool for
years, generations even.
It’s not just about “contextual
marketing,” although that’s arguably way
more relevant in postmodern marketing.
Of course, with “contextual,” you
recognise what your prospect is doing,
where they are, what the weather’s like
where they are, time of day - maybe even
mindset if you’ve thought deep enough
- and serve creative appropriately. But
please don’t think of “re-targeting” as a
postmodern trick until the adservers figure
out that, “Hey, I’ve already bought that
flight, hotel, chair, trousers” and shut the
hell up about it. That time has passed,
your message is no longer relevant. You
are out of context unless your retargeting
efforts are contextual.
In the world of ^Y\