Friday August 7, 2020

Power has shifted to the consumer

Media and marketing organisations are facing their biggest strategic challenge since the emergence of mass media, with consumers now enjoying the power that brands once owned.

3rd October, 2009

Media and marketing organisations are facing their biggest strategic challenge since the emergence of mass media, with consumers now enjoying the power that brands once owned.

That’s according to researcher and anthropologist Mike Walsh, who was in Dublin last week to address a conference about digital marketing challenges.

The growing reliance of consumers on social media sites to exchange information means that brands need to change fundamentally the way they organise their communications,...

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