The 'New' Control - How to regain control over our communications in an increasingly democratize communications landscape

James Fraser

In an increasingly democratised communications landscape, this article looks at ways for marketers to regain control of their message and finds that what is important is the creation of good choice architecture.

The 'New' Control – How to regain control over our communications in an increasingly democratize communications landscape

James Fraser

OVERVIEW

The question over how much control we, as marketers and brands, should give over to the consumer in relation to our communications is an increasingly pertinent one.

That the internet revolution has led to our tonally perfect identity defining content pieced being lampooned, copied, spoofed interpreted and spat back at us through the likes of Youtube, Facebook and the rest has become a universally accepted fact in all quarters, but that does not stop us all feeling uneasy about the...

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