Magazine article Marketing

Marketers 'Must Regain Consumer Trust'

Magazine article Marketing

Marketers 'Must Regain Consumer Trust'

Article excerpt

Advertisers must rethink their strategies if they are to remain relevant to consumers, according to speakers at the Eighth Annual Marketing Directors' Summit last week.

In a session outlining the key challenges likely to face marketers over the next five years, Johan Jervoe, corporate vice-president of global marketing at McDonald's, said that brand owners need to move toward a 'consumer-driven' advertising model to make themselves heard.

'YouTube is forcing marketers to hand over control of how their brands are seen by consumers,' he said. 'We must move from a push to a pull approach if we are to regain the trust of the public.'

Jervoe also warned of the risks of using social networks and user-generated content to establish consumer dialogues. However, he claimed that the balance of power has shifted away from big brands, leaving marketers with no choice but to engage consumers on their terms.

'The ultimate goal is to get consumers to trust your brand and talk about it of their own accord,' he added. …

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