Marketing in the Age of the Empowered Consumer
Marketers should be looking deeply at what they bring to market because there is no snappy jingle to hide behind anymore. True and authentic value and innovation are the only things that will differentiate. And marketers should be looking for agencies who understand the new realities and how to facilitate positive customer interactions today in an age when consumers get to choose when and how to interact with a brand; in an age when brand value is vulnerable to a bad review online and when a stranger’s opinion may mean more than a million dollar ad budget.
Brand experiences still have the potential to cement relationships, build company and brand value as marketers increasingly play the role of brand facilitator, instead of persuader. Our new job is to plan, develop and facilitate beneficial brand interactions with consumers, harnessing the power that consumers already possess.
With over 20 years of online experience Robin Neifield serves as the CEO of Netplus, a top interactive agency, and as the trusted digital guide for CMOs. She has been widely published and quoted on digital strategy and has been a frequent speaker and panelist at industry events like Search Engine Strategies, OMMA, Ad:Tech and others where her insights are sought on varied marketing topics such as digital strategy, behavioral targeting, social media marketing, search engine and conversion optimization, localization strategies and proximity marketing, mobile gaming and email marketing. You can find her on LinkedIn, or reach her by email or phone, (610) 304-9990.