Two-way street: Marketers can't ignore what is being discussed about brand

With its Radflix campaign this year, Netflix showed how even trolling on social media can be used to a brand's advantage

A marketer who retired 10 years ago would be flummoxed at what his counterparts in today's economy are experiencing. The one most compelling screen at home has been replaced by an even more compelling screen in people's hands now. The power of the internet has enhanced the ability of this screen, the mobile phone, to allow instant connections across borders and has changed the way brand communication worked till only five years ago. The consumer today has a voice. A voice that is loud, compelling and sometimes contagious. Consumers today don't feel the need to talk to companies. They talk