These are just a few of the many
important questions that every advertiser should be asking
Empowered by choices, we now live in a
world of opportunity where everything is just a click away. As
consumers, we expect to have our needs met immediately and nearly
effortlessly, and more than ever, we are not afraid to share
information to get there. And with every online interaction, we are
creating a footprint.
For advertisers, this has created huge
opportunities and challenges. On one hand, the doors have been
opened to a world of consumers, making it easier to speak directly
and relevantly to audiences. On the other hand, however, consumers
are now in charge of their own media consumption and are enclosed
in interest-specific filter bubbles created by search engine
algorithms. It is even harder for brands to get noticed in the
first place, and brands need to tackle both the consumers and the
To break through, brands need to look
closer at the data that consumers leave behind and think about what
makes them tick. Get it right, and the rewards will be worth it;
consumers will love and trust your brand. Get it wrong, with no
focus on the consumer, and your brand will be left outside the
bubble. In this issue of BLINK, we recognize that the shift in
power from advertisers to consumers is a noticeable one and that
many questions still need answering.
Inside, we identify what advertisers
are doing right, what they are doing wrong, and what they will need
to do more of in the future.
I hope you find it interesting,
useful, and ultimately, empowering.
MediaCom Worldwide Chairman and