Consumer-led Marketing: How the ‘Good Night’s Sleep’ of a Thousand Strangers is Shaping Yours

With regards to the way in which we shop,

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there has also been a notable shift. The intensity of online marketing that today’s consumer faces compared to the earlier part of the 21st century is palpable. In the early to mid-2000s, shoppers were subject to rather more primitive forms of media advertising such as TV commercials and spammy pop-up banners on webpages, whereas today online marketers have harnessed the internet’s ubiquity in the day-to-day life of the average person to become much more tactical in their efforts to reach consumers. For the consumers themselves, the plus side of this dynamic is that it has also opened up a two-way street for purchaser-vendor communication.

Naturally, new businesses are always looking at ways to help their product stand out among the throngs of competitors in a bid to draw in new customers. In advertising’s formative years, simply telling the consumer why your product was superior to the others on offer would have been enough… until, the internet. Today, consumers play a pivotal and vocal role in the making and breaking of emerging businesses hoping to crack the market, by unleashing their honest opinions on review forums and community sites in a manner that will either support or refute a business’s claims and ultimately influence the decisions of others.