Tuesday, 5 February 2008

Listen rather than dictate to your consumers

The challenge for both the brands and the marketers is to understand all over again that we need to be subservient to the consumer, and that future marketing is about helping them improve their lives in a brand-relevant context. This is no small step for an industry that has been used to dictating and not listening or helping very much. More here.

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I am director of the Media and Persuasive Communication (MPC) network at Bangor University where I also lecture on political-economy of the media. I am currently working on a book provisionally titled Deconstructing Privacy for Peter Lang and leading two empirical projects in connection with privacy perception and the use of new media for smoking cessation. I am author of Creativity and Advertising: Affect, Events and Process (Routledge, 2013); The Mood of Information: A Critique of Behavioural Advertising (Continuum, 2011); and Digital Advertising (Palgrave-MacMillan, 2009). Please contact me at mcstay@bangor.ac.uk if you are interested in Ph.D supervision or consultancy services.