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Staying Connected with Today’s Dynamic Consumers

Today’s consumers have a smorgasbord of information and entertainment choices online leaving marketers frantically searching to create the perfect campaign that will engage their customers and stay relevant in their lives.

"Consumers are right now very dynamic in their media habits," said James Stengel, the P&G global marketing officer whose company spends nearly $7 billion a year on global advertising. "If you stay in touch with that and you want to be relevant in their lives, obviously, a lot of things change."Companies such as IBM Corp. and Comcast Corp. have established presences on the "Second Life" virtual reality world; Unilever Corp. just launched an online food/cooking video series on Yahoo, while Anheuser-Busch Inc. this year started its own entertainment Web site called Bud.TV. Crest created a MySpace page for a character called "Miss Irresistible." Four decades after its memorable "Anticipation" commercial, H.J. Heinz Co. has consumers submitting homemade commercials.

"This is really sort of the latest evolution in our strategy to directly engage our consumers," said David Ciesenski, vice president for ketchup for Heinz.

Vision Critical is working with hundreds of leading brands to create their own customer advisory panel and help them gain the insights needed to make relevant and effective business decisions. If you are interested in learning how to create a customer advisory panel, contact Julie Romas (e: julie.romas@visioncritical.com/ p: 604.647.3557) to learn more.

Posted on July 22, 2007
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