Podcasts, blogs and online social networks have created a new kind of consumer, the one who wants to control the medium and the message, to create its own ads and engage with a brand when and how he prefers. On The Age (free reg.) there's a good article on how interactive advertising is changing in order to adapt to the preferences of the new consumer. Adam Good, marketing director at Tribal DDB Sydney comments:
"You listen to radio, you watch TV, but you use the internet. You go there for particular content and you are actively in control. The best way for advertisers to play a part in that world is to develop such a relevant and engaging experience that consumers choose to spend time with that campaign."
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