B&T Australia, 19 November 2004

Maria Nguyen argues that the ‘blogosphere’ is now the hottest place in cyberspace for consumers who want to express an opinion and marketers who want to get in first on a phenomenon that is only going to get bigger.

Digital Media Communications Australia agrees: “The most powerful selling of products and ideas is not between the marketer and consumer, but consumer to consumer…The next revolution in marketing is a move from a top-down interruptive advertising approach to a more bottom-up orientated approach using network-enhanced word of mouth. So brands move from a ‘command and control’ consumer communication approach to a ‘connect and collaborate’approach”.

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