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Advertising In Control Consumers |
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Respecting While Advertising In-Control Consumers - Respecting the consumer isn't a new mantra, but when the consumer is also your source of media distribution, it takes on a whole new meaning.
Respect that people are not just consumers of your offering, but that they also will be your most effective means of message distribution.
Seth Godin has noted in "Permission Marketing" the actual value people demand from engagement in marketing activities evolves. Think about it:
What was the role people played in your most recent marketing program?
The consumer role in creation and distribution in the marketing process has significantly increased in just the past couple of years. Don't just evaluate if your marketing program respects people, apply the same scrutiny to those you choose to partner with. |
