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The expectation of how you interact with a product or a
brand or an experience is much less about oh, I know that's a
picture of the product or I can go to the store and buy
that thing.
It's much more actually wanting to interact with a
company as a person, as an entity.
I mean, you can look at--
companies have profiles and YouTube channels and you can
make your own individualized Nike shoes or Levi's jeans.
Consumers are looking--
it's kind of scary to hear as a company-- they're looking
for really rapid innovation and an ability to give you a
feedback loop as a company.
And so I think that content and how consumers consume it
is probably the area that we need to
watch the most quickly.
Everyone talks about Web 2.0, the social web.
Really what the social web is is about the interconnected
nature of how people interact with their world-- their
friends, the products they use, where they live, where
they go on vacation.
All of that is getting discussed, in a way.
And you as an advertiser and a marketer, you want to be part
of that conversation.
And it will require you to talk to the user and
hear back from them.
And I think that interaction with content is very new.
I mean, certainly wasn't the case when I grew up.