Brands will be more talked about than talking

En venn gjorde meg akkurat oppmerksom på en oppsummering av en ny working paper fra Harvard professor John Deighton "Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers" .

Her er et utdrag:

"Imagine the glee of marketers at the dawn of the Internet era—could anyone imagine a more sophisticated, precise way of reaching consumers? By tracking the purchasing habits of its prey, marketers could respond with targeted advertising and special offers, resulting in (of course) increased sales.

The past 10 years have seen some level of this direct marketing model bear out. But ... consumers are using technology to learn about marketers, rather than the other way around."

Artikkelen er verdt å lese i sin helhet her.