Marketing's new 'power of now'
from Advertising Age
In the balance of power between retail brands and consumers, companies traditionally held most of the cards. Brands decided the messages they wanted to promulgate and tightly controlled the channels of communication. Their budgets were mostly focused on creating big moments when their brands could shine. For consumers, the decision journey was mostly linear, time-consuming and constrained by scarcity of information, access and choice.
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