Connecting with consumers

Jonathan Clark, co-founder of Clark McKay and Walpole, uses many practical examples to illustrate the importance of using insight and creativity when communicating with market segments.

Connecting With Consumers

Jonathan Clark

Consumers have built a wall of defences to protect themselves from the ever-growing barrage of information out there clamouring for attention. Add time starvation to this scenario, and it is not hard to see that, for marketers, to communicate effectively is becoming an even greater challenge.

This defence system allows only information or messages that have saliency to get through. It is crucial that, as...

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