industry thoughts from Clarteza

We read a lot of press about the information overload and time-pressed nature of consumer lives.  They are inundated with information from more sources, on more screens, more of the time.  The average consumer is exposed to thousands of advertisements per day, smartphones keep them from ever turning off and tuning out, and they live in a society in which there is often simply not enough hours in the day.  As the consumer environment has changed, marketers have adapted by investing more funds in the clutter, to ensure their brands are seen across all screens, across all formats, and across … Continue Reading

As marketers increase the ad spend on social network marketing and encourage marketing departments to spend more time on engaging and interacting with the consumer, it is becoming more essential to understand how new marketing channels fit within the customer experience ecosystem for the brand.  Let’s start by clearing up some of the buzz around user-generated and social media.  

Gray: “User-generated content means I’m losing control of my brand.”

It’s true that brands and companies no longer have direct control over each piece of information swimming around in cyberspace, making many marketers and executives cringe at the prospects … Continue Reading