When it Comes to Brand Strategy: Control is King
Perhaps the most dramatic impact the internet has had on marketing has been to totally change the basis of communication between companies and their customers. Broadcasts have become dialogues, channels have proliferated and consumers have taken brands and used them as the basis of their own content. One result of this is a continuing discussion among marketers about how much control an organisation has over its brand in the digital era.
Marketers can now contact potential customers at every point of their buying journey, at any time and in almost any location. They can deliver targeted, real-time communications designed to persuade an individual consumer to take the next step on their path to purchase. The promise is improved conversion rates and better return on marketing investment.