We are living in the sharing age. Consumers and business can obtain instant information about products and services, and have more ways to share their views on them than ever before. From rants on social media sites to reviews on category-specific platforms, consumers and business buyers are having their say and listening to each other. As marketers, two vital implications of this sharing age are that we need to be more creative in the ways we reach customers, and that we must create more meaningful brand experiences for and with them.

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