MARKETING
The consumer is king: have advertisers realised this yet?
Some yes, some no.
To some extend.
In their heads - yes.
In their actions - not always
Ha! All too much. This dictum is usually peddled out as a lame excuse by marketing executives who are too gutless to take on a leadership role in the market and actually try and achieve something interesting.
Some advertisers have made this realisation, but many have not.
I have anyway
In my business, which is mostly direct response, we definitely realize it, because we work off conversion statistics, not opinion.
I hope so. An individual needs to articulate their own message from an advertiser, regardless of which channel of communication the advertiser is sending their message through. This is a huge challenge now -- to have your message be present at the right place at the right time for the right person.
No
Not only are they king, they are running the brand. Smart advertisers are embracing collaboration with their consumers.
Not really, making a cool advertising campiagn may attract the attention of visitors however, it does not necessarily mean an uplift in sales. Look at Evian as an example, they have one of the coolest adverts on TV that has gained a lot of attention from consumers yet it has not made any impact on sales.
At the end of the day water is water. Dancing babies (as cool as they are) do not make people want to go and buy water.
I'm not convinced that advertisers have realised that the market has moved elsewhere
Some of them have, some of them haven't - it's impossible to give a general answer.
YES |
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