Marketing used to be simple- the exchanging of goods with the occasional bit of bartering thrown in for good measure. Brands would compete against each other to gain the loyalty and purchases from the customers. However due to the development of our postmodern society these boundaries have become blurred, and some strong brands are now creating partnerships with each other in particular product lines. Some of the most common examples of this in today’s market are ‘Cadbury and Philadelphia’ and ‘Baileys and Häagen Dazs’. Although these brands are very different- they cater for the same demographic which is where the new era of partnerships contrasts.
Some critiques would argue that social media has taken over our lives- however this is not true- It has merely created a second virtual life for us to live in. Organisations such as Harrods have seen this shift in society and reacted to it. In late October, Harrods announced their partnership with online fashion community ‘Stardoll’ who claim to be the largest website for teen girls. This partnership however doesn’t follow the traditional format as Harrods and Stardoll do not share the same demographic.
The partnership of brands like ‘Baileys and Häagen Dazs’, or ‘Cadbury and Philadelphia’ are created to enhance an existing demography. This new format of partnerships however involves creating a new demographic in society’s second life. Like we have real and virtual lives, retailers are now moving towards the idea of having real and virtual demographics.
A further example of how our society is shifting to accommodate the virtual worlds that consume us, is through advertising. If consumers walk down a street in reality and are bombarded with advertising messages on billboards and taxis, why should this be any different in their virtual worlds? Obama’s latest election campaign was featured in a well-known racing car game to appeal and engage with his younger audience.