Yahoo's European marketing chief said its time for brands to change how they interact with customers. What does he mean? Well he wants brands to sell themselves rather than merely harping on about product features and pricing. "We have to change how we interact with customers. If we do not let them in then they will not stick with us," he told delegates. And its serious - consumers in the future will not be interested in brands who do not "let them in", he warns, by choosing not to embrace new digital marketing openings.
So with so many competing digital models out there - what is the right approach? Fahy himself admits that he dismissed Twitter a few years ago. But he says its all about choosing the service, platform or model, whatever, which is "now". "There will not always be a model for digital and we will not always get it right", he says, but most important is to pick the model which works currently.
Tristan O'Carroll
