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Friday, June 1, 2007

Marketers must embrace shift of power to the consumer

There were three engaging presentations about the Future of Online Marketing at the Commission Junction University event for advertisers and publishers in London this week. (read the full story here)

Nigel Sheldon, director of digital at Starcom Digital, stressed the importance of “getting under the skin” of what people are doing online and understanding "increasingly complex decision journeys”.

Vinny Lingham , of Clicks2Customers, told advertisers to be under no illusions that that “the consumer owns your brand”.

Mark Creighton, MD of i-level, said that marketers need to make sure that they are not just making empty promises. They run the risk of being exposed at a time when user-generated content is becoming more prevalent and visible on the internet.
He added: “Marketers will have to respond to the fact that consumers have far more control ... The confidence that consumers have achieved means that they will talk about it and share it if you make promises but don’t deliver."

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