The marketer’s brave new world.

May 5, 2010 at 1:18 pm Leave a comment

from the McKinsey Quarterly newsletter.

Marketers used to talk about consumer sovereignty, but in the past their job was actually to create messages for an audience that received them more or less passively; the most active element was the decision to notice or ignore an ad. Now, digital technology helps consumers investigate products, comment on them among themselves, find alternatives, and compare prices—a decision process that requires companies to think differently about how they influence consumer behavior. “A new way to measure word-of-mouth marketing” (with accompanying podcast) and “Four ways to get more value from digital marketing” help guide you through the marketer’s brave new world.

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Entry filed under: marketing, marketing coach, strategic planning.

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