This site is all about getting as much information and opinions about the marketing industry - where it is now, how it is developing, where it is going. In order to do this as best as possible, I am going to be interviewing key figures in the industry.
This comment is from Matt Eccles, my mentor who is currently on leave after heading up the planning department at WWAV Rapp Collins. Any thoughts on what he is saying I would love to hear them.
So Matt, what trends have you noticed in the industry?
Consumer power is increasing - with ever increasing influence of interactive technologies, consumers are being allowed ever more control over the total purchase cycle for a product.
They can now decide on an exact product, how it looks, how it is produced, when it is delivered etc.
This obviously means that brand owners have fewer controls.
Therefore brands now have to focus on trying to connect to the consumer on a day to day basis and build a strong relationship with them. This is shown by the fact that one to one and relationship marketing sectors are growing while TV and other broadcast channels are declining.
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