How AI is cooling the Sharp-Schrieber Marketing Framework Debate

We recently asked here whether the Sharp-Schrieber debate is still relevant in 2024. Today we look at the impact of AI on it.
 

Our thesis: The Sharp-Schrieber debate, once a heated clash of marketing philosophies, is now cooling in the age of AI-driven martech. This technology is driving a convergence of approaches, centered on a more holistic understanding of the customer journey.

Remember: Professor Byron Sharp’s model serves as a crucial reminder: consumers are less “deeply committed buyers” and more “cognitive misers.” This emphasizes the need for penetration strategies focused on category entry points (CEPs) and building broad mental availability. Jared Schrieber’s flywheel, on the other hand, excels at pinpointing where cultural relevance, influencers, buying occasions, and differentiation make a decisive impact on brand growth.

And now?

AI is the catalyst for change. Marketeers can now understand consumers with unprecedented granularity throughout their journey. This enables mass personalization of experiences, finally bridging the gap between two powerful schools of thought.

We will explain in more detail how this works in further blog posts.

Stay tuned.