SIGMA::BLOG

In 2009 we saw marketers everywhere seeking out one-to-one connections with their customers. The world of “mass” seemed a far-off reach in a world pressed for ROI, leads and conversion. But what was most interesting to watch in 2009 was the up-rise of technology and new channels, once only used by a small portion of the market, gaining scale and turning consumers from passive brand observers to active participants responsible for shaping brands and extending the marketing dollar. A “new mass” market approach unfolded in a big way that forced even the most traditional brands to take note and take the plunge. Once upon a time, a satisfied or unsatisfied customer would tell their close circle of family and friends if they loved or hated a brand. Now that same customer can tell the whole world in seconds–it’s mass marketing turbocharged. Pretty exciting stuff. (more…)