Marketing caught in the Net

Listening to Don Tapscott at the IDM lunch recently, it struck me that marketers have been flash-mobbed by the new Net generation of consumers. Right under our noses, while we were earnestly going about our 4 Ps, they’ve transformed the communication landscape and are now flaunting it wildly in our bemused faces. It’s a communications rebellion.

Marketers need to accept that, in order to keep the relationship alive, we have to start listening and even – shock, horror – trying to understand the consumer. It’s through insight-driven, respectful use of data that marketing communications will continue to hit the mark, engaging with people on a level they appreciate and welcome.

So where does that leave us, when Douglas Bowman, Google’s lead designer, recently quit, saying data had become “a crutch for every decision”?

Claire Rogerson, marketing manager, Rapp

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here