Marketing Ecosystem
In just under two decades, digital trends have transformed the marketing and communications landscape. Not too long ago, in the days of the tightly controlled and centralized model, every word and each message point was well vetted and scrutinized by the agency, the marketing department, corporate communications, and of course, legal.
Today, anyone with a computer and an internet connection, or a mobile phone and a Twitter account, can be an influencer or an advocate. Communication has became decentralized and seemingly uncontrollable. Brands are looking for ways to "engage meaningfully with their consumers" - but how best to engage, get, and keep the consumer's brand interest fresh and relevant - this is the challenge and the opportunity created by the digital transformation.