Make digital marketing meaningful
Digital overload, exacerbated by marketers, is causing a consumer backlash, seen in adblocking and other avoidance behaviour. Marketers need to view consumers as an audience and engage and entertain them through valued content, as men's fashion retailer TOPMAN did with a YouTube TV channel offering lifestyle advice.
Digital technology has largely been a force for good for both marketers and consumers. From a marketer's perspective, it has provided new commerce platforms, new insight streams, faster and more creative communications methods and allows for frequent and sophisticated consumer...