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Belying the ignorance of some recent articles about blogging, Ad Age editor Rance Crain reports that at International Advertising Association World Congress in Beijing, delegates heard how consumers now have the power and the know-how to alter marketing behavior. Now it’s consumers who are in the position to manipulate marketers.
The blog creators are influencers — people who pride themselves on knowing all kinds of arcane, insider details about the product, hence giving them credibility with consumers, says Crain.