Digital age brings consumer closer

Digital media will prompt customers into having far greater input into a brand’s communications, according to a pan-European survey released last week by Hotwire.

Some 83 per cent of the marketing and PR respondents to the survey said they expected to have more direct interaction with customers in future, while 25 per cent believed customers would create a company’s communications through new user-generated content such as blogs and wikis.

A further 47 per cent said they planned to hire in-house blogging and consumer interaction team in future.

The changes seem likely to affect the structure of comms departments, with 34 per cent saying that digital methods of communication will change where the responsibility for a company’s brand and communications strategy lies.

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