The media landscape has shifted, consumers are calling the shots on how they want to interact with brands.
It’s a brave new world out there for brands seeking to build meaningful connections with their customers – and for those who don’t fully embrace it, it’s a world in which it’s all too easy to get left behind. Over the last decade, we’ve witnessed a revolution in the way that brands and their customers interact. In a far cry from the glory days of the Mad Men era when silver-tongued ad men controlled commerce, spruiking their propaganda to a captive audience, today the power has well and truly shifted in favour of the consumer.
Connected, sophisticated and empowered, they are now the ones in control – tweeting, double-screening and fast-forwarding their way through their hectic daily lives as brands clamour after them, cap-in-hand, hoping to capture their undivided attention for just a brief moment. In this competitive, frenetic environment, it’s easy for your message to get overlooked. And with so many diverse mediums through which to tell your story, it’s no surprise that brands become disparate and fragmented, losing both their narrative thread and their consumers in the process.