Join the Conversation

This book explains why and how companies, particularly in the field of consumer goods, should learn to better use the Internet to make their marketing more effective. The starting point of the book is that most consumers decreasingly allow themselves to be influenced by traditional advertising and that more and more customers use the Internet to say what they think about products and services and the companies that offer them. Whence the idea that companies able to participate officially in these discussions or even provoke them can win the affection of and endear themselves to a large number of people, thus naturally boosting sales. The author is clearly passionate about the subject, and bursting with ideas, but not necessarily expert in presenting solidly structured arguments. The first eight chapters, for example, offer somewhat loose thinking on ""new consumers"" and the reasons why traditional marketing no longer suits them. The book is chock full of fun anecdotes, but understanding many of them requires a certain degree of familiarity with North American culture. Even so, these stories will certainly give ideas to leaders who are wondering how to capitalize fully on the Internet in their marketing efforts. And readers will find the most practical recommendations on do’s and don’ts in chapters 9 to 14.