May
16
“Touching upon many of the themes chronicled in his 10 books, Mr. Godin said that over the past 100 years it has been fairly easy for marketers to interrupt culture and “force people to pay attention,” most recently largely through television advertising. But the paradigm has shifted radically in recent years with the proliferation of Internet use and social networking, and as the audience for traditional media shrinks. Consumers have more power to seek out the information they want about brands. On the other hand, marketers wrongly keep attempting to force messages on people because they engage in “TV thinking — interrupting people who do not want to hear from you.”
Rise of people power