The connected consumer

This article explains the importance of brands connecting with communities, using the example of Duracell, the battery brand owned by Procter & Gamble, during Hurricane Sandy.

The connected consumer

David ShiffmanMediaVest

MediaVest research shows that brands searching for meaningful connections with consumers should look at the relationships they have with communities, as Duracell demonstrated during Hurricane Sandy in the US.

As an industry, we speak endlessly about the new connected consumer. Tethered to one or more devices at all times, the consumer is dividing their attention across multiple screens, ingesting an endless array of information and entertainment content and sharing it across their social network.

And, as marketers, we spend a lot of time and resources to understand and track the hyper inbound/outbound media lives...

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