The power in advertising has shifted from the brands to the consumer; if you build it, they won’t necessarily come. Now we are forced to provide value to the consumer, giving them something they want, not just what we think they need.

Because of this, we now need to start building content for the consumer’s wants and needs, not just for the brand’s needs. In short, we need to “understand human behaviour on the web and build sites and applications that work with those behaviours, not against them.”

This presentation by the guys at Jet Cooper goes a long way in helping to understand that there is in fact a human at the other end of everything digital we do. That human can make or break a brand’s success, so we need to everything we can to make their experience an engaging and pleasant one.

The consumer is now driving the ship, we need to do everything we can to get on board.

This entry was posted on Friday, December 4th, 2009 at 1:51 pm and is filed under Uncategorized, advertising, branding, consumer habits, creativity, social media, the internets. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.