Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places
The Internet has upended how consumers engage with brands, making many traditional marketing strategies obsolete.
Not long ago, a car buyer would pare down the available choices until he arrived at the one that best met his criteria. A dealer would make the sale. The buyer’s relationship with the dealer and the manufacturer would end after the purchase.
But today, consumers connect with many brands and evaluate a shifting array of them, often expanding the pool before narrowing it. And, after the purchase, these consumers may remain engaged, publicly promoting or criticizing the products .....