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Consumer-In-Control Marketing Movement

In addition to letting consumers create ads for you, why not let them do more? Advertising Age reported on the consumer-in-control marketing movement and how some of the most successful brands are giving their customers more say in company decision-making.

Frito-Lay, Starwood Hotels and Resorts and Hewlett-Packard interact with their customers in online communities. It has given them all a deeper understanding of how to introduce a new product or service or how to improve current ones.Having a strong relationship with consumers can improve your bottom line. Companies like Caterpillar, Christian Dior, Apple and Google have increased their spending on research and development and by leveraging feedback from their customers they are spending less on than their competitors and outperforming them too.

If that wasn't enough, customers want to be heard. They want to do more than create ads. Customers want to provide advice to companies to create a better. If you would like to become more consumer-centric, consider developing a customer advisory panel with Vision Critical. If you would like to learn more, contact Julie Romas at julie.romas@visioncritical.com or call 604.647.3557.

Posted on April 29, 2007
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