Changing the rules of engagement

Wayne Arnold from Profero claimed the advertising industry was many years behind the consumer and needed to buck up its act. In short, it needs to ‘change the rules of engagement.’

In the new environment, everything is digital, interactive and out of the marketer’s control. As such, marketers need to get a handle on three elements of how consumers engage with brand marketing: the time they will spend reading or focusing on the message, how they interact with it and the influence and role of word of mouth after it