Digital has to be good for both consumers and brands

The explosive growth of the digital space has forced brands to introduce greater levels of consumer choice and has reduced the power of traditional 'inbound' advertising channels.

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...

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