Woo skeptical consumers with increased respect

Blackshaw, Pete
March 2000
Advertising Age;3/13/2000, Vol. 71 Issue 11, p46
Trade Publication
This article explores the impact of the Internet on the field of marketing in the U.S. In simple yet very profound ways, the Internet is changing how consumers do business and how they interact with business. They can now switch company loyalty instantly, with a keystroke or mouse click. This new consumer trend challenges many of the existing assumptions and notions about traditional and online advertising. And it raises a question: Is the business world truly embracing the consumer is king philosophy? In a consumer-centric world, loyalty will have to be earned, not captured. Business winners in this new Internet space will have to understand and respect the new rules of consumer empowerment. They need to develop marketing and advertising programs that make consumers better drivers, not tailgate them to the point of frustration and road rage.


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