Agenda Setting in Marketing: Our special communication format protects
businesses and brands already in "peacetime" !
Web 2.0 makes consumers become actors in all areas of day-to-day living. Being informed and up-to-date a lot faster, they are able to start up social debates, influence issues and set up discussions in blogs and forums in a very short period of time. The extension of e.g. opinions, compliments, censure and recommendations is that rapid, no classic communication campaign can even be caused to sway, before being started.
Commercial enterprises, their brands and products are monitored a lot more by the public. Adverstising and PR campaigns of the classical type are not adequate to convince consumers sustainably.
The handling of brand messages and the so called processing of the things heard and read, seen and felt has dramatically changed. Information intake happens according to different paradigms. Hence, responsible companies need to scrutinise their communication strategies on a permanent basis.
Agenda Setting in Marketing establishes new ways of thinking and seeing and, assuming it is put to use consequently, protects brands and businesses against external effects.