Failure to Communicate

New York Times, November 5, 2008 — Traditionally, brands have spoken in a "monologue" form to consumers. Print ads. TV commercials. Billboards. They talk at, or to, consumers. They say, "Here I am. This is what I am/do." This began to evolve when brands started asking people what they thought of products. While consumers suddenly had a voice, they used it the only way they could--to deliver monologues right back at the brand. Now, those simple monologues are evolving into a genuine dialogue.

Like a Billboard, but, Oh, So Sleek

New York Times, November 5, 2008 — One of the biggest and fanciest shopping malls in Europe opened here last week in a test of British consumers’ ability to keep spending during a steep downturn. The shopping center, Westfield London, is also shaping up as a vast experiment in making over the humble billboard.

CBS Outdoor, a division of the CBS media conglomerate, has installed more than 100 digital advertising screens at Westfield, including one covering 646 square feet.

The idea is to try to attract new kinds of clients to so-called outdoor or out-of-home advertising, including luxury brands.

Consumers Await on Social Networks

Befriended and poked by companies

eMarketer, October 10, 2008 — Nearly six out of 10 Americans who use social media interact with companies on social media Websites, according to a September 2008 study by conducted by Opinion Research Corporation for Cone.

The researchers found 85% of social media users thought companies should interact with their consumers through social media, at least when needed.

“Americans are eager to deepen their brand relationships through social media,” said Mike Hollywood, director of new media at Cone, in a statement. “It isn’t an intrusion into their lives, but rather a welcome channel for discussion.”