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Considering the high customers’ acquisition cost on the web, and the overall low return on the investment from advertising, marketers are under tremendous pressure to produce more with less.
Consumers have become increasingly overburden, and even annoyed, by the tremendous noise that advertisements generate. They have become distrustful of, or at least less influenced by, marketing messages. With the advent of the web, consumers have turned their back to marketers and open their ears to their peers. As a result, there is a paradigm shift – consumers have taken control from marketers who must now adapt to the new realities of the marketplace.