POV: The 'New' Control – How to Regain Control Over Communications in a Democratised Communications Landscape
James Fraser
The question of how much control we, as marketers and brands, should hand over to the consumer in relation to our communications is an increasingly pertinent one.
While specialists, media theorists and web 2.0 evangelists have been lining their pockets from brand managers eager to accept the fashionable and over simplistic answer of'all of it', the more forward thinking of us should be considering this question in a slightly more considered fashion.
Because while the passing over of our communications to people...