Digital has to be good for both consumers and brands

Michael Bayler

The challenges faced by marketers as digital media, mobile and data accelerate are driven by important shifts in the location of power and control of value. Michael Bayler examines the role of information in marketing, questioning a number of problematic assumptions and providing pointers for the way forward.

To what extent, as the population of digital space has exploded, can we truly say that business has benefited from being massively "joined up, accelerated and turned on its head"?

My own work in sectors that have suffered from the corrosive impact of the unfettered web – in particular music, advertising and film — has led me to believe that, ultimately, certain industries are exposed to the commoditising effect of the online revolution in direct relation to their relative vulnerability to information.

How power began to move to the consumer