Because among consumers a major change is underway best summed up by “We are immune to advertising. Just forget it”
That was said a few years ago as part of the Cluetrain Manifesto, true then, even truer to day!
Elvis said it best: "We can't go on together with suspicious minds."
Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships.
Public Relations does not relate to the public. Companies are deeply afraid of their markets.
Up until a few years ago advertising was the province of a privileged few to the passive many. Now the ownership of moving images has passed into the hands of practically everybody and the articulation of moving images has passed into the hands of everybody with access to a phone, laptop or digital camera. We can now have our say."
In essence, the behaviour of the audience is moving from passive to active participation so that TV watching or listening to radio in the future will be a very different and less sedentary experience than it has been in the past 80 years.
Ultimate power isn’t with brand owners or even with broadcasters, and most certainly doesn’t exist with the Advertising Agencies at all! It's with the viewer. And it's the on/off switch.
Seek more information on just how effective interactive communication really is?