The New Rules of Marketing Across Channels

by Joshua Bowers, Denise Linda Parris, Qiong Wang, Danny McRae, Francisco Guzmán and Mark Bolino

June 28, 2024

HBR Staff/MirageC/akinbostanci/David Zaitz/Getty Images

Summary.

Today, companies must navigate a new kind of communication landscape: the “echoverse.” This new terrain is defined by a complex web of feedback loops and reverberations that are created by consumers, brands, news media, investors, communities, society, and artificial intelligence (AI) agents. This assemblage of actors continuously interact, influence, and respond to each other across a myriad of digital channels, platforms, and devices, creating a dynamic where messages circulate and echo, being amplified, modified, or dampened by ongoing interactions.

Joshua Bowers is Co-CEO of Pavilion Intelligence, a marketing science consultancy and upcycled timber operation. He has a Ph.D. in Marketing from the University of Oklahoma and is a leader in new product development for enterprise and marketing technology.

Denise Linda Parris is Co-CEO Pavilion Intelligence, a marketing science consultancy and upcycled timber operation. She has been a professional athlete, entrepreneur, and academic with research focused on servant leadership, societal impact, and marketing technology.

Qiong Wang is the Ruby K. Powell Professor of Marketing and Associate Professor of Marketing and Supply Chain at the University of Oklahoma’s Price College of Business. Her research focuses on the processes and boundaries of inter-organizational issues, including the development and management of strategic partnerships, marketing strategies, and supply chain management.

Danny McRae is a technology professional with over 20 years of experience in information architecture.

Francisco Guzmán is Professor of Marketing at the University of North Texas’ G. Brint Ryan College of Business. His research focuses on how brands can drive social transformation.

Mark Bolino is the David L. Boren Professor and the Michael F. Price Chair in International Business at the University of Oklahoma’s Price College of Business. His research focuses on understanding how an organization can inspire its employees to go the extra mile without compromising their personal well-being.

Read more on AI and machine learning or related topics Brand management, Marketing, Sales and marketing, Social marketing, Social media, Technology and analytics, Generative AI and Marketing industry

The New Rules of Marketing Across Channels

Summary.

Partner Center