From STP to PAR: Moving communication planning from the past to the future

Abstract

Technology is fundamentally changing all forms of marketing and marketing communication, not just the applications but the tools, structures and focus as well. In the current distribution stage, marketers have focused on selling via persuasion, ie STM (segmenting, targeting and positioning). Tomorrow’s approaches will be driven by the consumers and consumer responses through the PAR process. PAR consists of P (patterns and platforms) A (agility and actions) and R (relevance, responses and relationships) all driven by consumer demands and requirements. PAR will require fundamental shifts in a firm’s marketing and communication skills and capabilities based on a total rethink of the entire marketing system.