July 15, 2004
Advertisers face harsh lessons at the hands of powerful consumers
People are more skeptical of advertising than ever before and the growing presence of the Internet allows them to quickly sink a product or company's reputation. The result? More power in the hands of customers, and a greater need for companies to watch their brands—and their backs, according to Wisconsin Tehcnology Network.
"New technologies such as camera phones are making it even easier to document problems such as dirty restaurants or hotel rooms, said Stuart Meyler, director of marketing strategy at Modem Media.
And once pictures or stories are online, they stick around and can potentially reach millions of people. So a single compelling story of woe can tarnish a company's reputation, and because it can be mirrored on so many sites, getting it removed is a massive, if not impossible, effort."
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