The Internet and AI tools are transforming marketing communications in a complex, interactive environment called the Echoverse. While marketing has evolved since the rise of the Internet, in the Echoverse, a diverse network of human and nonhuman actors, including consumers, brands, and AI agents, continually interact, influence, and reshape messages across digital platforms. Traditional one-way and two-way communication models are replaced by omnidirectional communication. The authors integrate communication theory and marketing communication theory to create a typology of marketing communication strategies consisting of three established strategies (1) promotional marketing, 2) relationship marketing, and 3) customer engagement marketing, as well as a strategy proposed by the authors (4) Echoverse marketing. The authors also recommend three strategies for marketers to move from driven to guided messaging: 1) enable co-creation and co-ownership, 2) create directed learning opportunities, and 3) cultivate a continuous learning mindset.
