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Is it Time for a Renaissance in Advertising?
In today's digital world, it is clear now more than ever before that pricing power is rapidly shifting to the consumer. The digital medium has brought transparency to prices and made it easy for anyone with a computer or mobile device to quickly find the lowest price for any product. In a few short years from now it could be that retailers' worst nightmare comes true: are they forced to compete with e-commerce firms like amazon.com inside their own store? Is it possible that this will usher in a new age of advertising creativity in an effort to help offset consumers’ pricing power? Gian Fulgoni, research expert in the field of consumer behavior, zooms in on this important trend.
Source: Sanoma Media NL