Marketing has always been about choice/rejection, with the goal of getting customers to choose one brand and reject others. But over the past few years, the Internet has created more customer touchpoints than marketing professionals can keep up with.
Ivey Professor Niraj Dawar says to succeed in the age of the Internet, marketers need to connect with their audience.
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“Spending billions to remind consumers to buy your brand will seem inordinately wasteful,” said Dawar. “Instead, advertising dollars will be redeployed to building relationships, challenging incumbents, increasing rates of consumption, and influencing algorithm designers and owners.”
