2018 was a tumultuous year for media and advertising. It might look tame compared to 2019. A lot's happened in the past 12 months. Digital-media companies started to hit a wall, and Facebook battled one public-relations crisis after another. TV viewers cut the cable cord. New kinds of consumer companies challenged conventional marketers.
Every brand tells a story, but successful brands recognize that their story has to be authentic. They also know the customer has to be at the center – not as a mere consumer, but as an active participant. What better way to accomplish this than by making work done by consumers an integral part of the experience the brand has to offer?
Social media has changed everything for marketers and advertisers. It has made brands instantly accessible to their customers, broken down barriers to communication, provided new ways to gather information on consumer behavior, increased the demand for personalized experiences and changed perceptions about the types of content brands are putting out there. These are just a few of the reasons why brands have had to make drastic changes to their marketing strategies in the social media era.