Gartner Research

Your Ad Strategy Is Showing: How to Harness the Power of Consumer Conversation

Published: 20 June 2019

ID: G00388792

Analyst(s): Emily Moquin


With a rapidly changing cultural context, marketing leaders accountable for advertising face new challenges around connecting with consumers, even as targeted channels open up new opportunities.

Table Of Contents


  • Key Challenges
  • Recommendations



  • Create Ways for “Armchair Marketers” to Discuss Your Advertising
    • Recommendation
  • Listen and Respond to Criticism of Advertising
    • Recommendation
  • Decentralize Interactive Marketing Influence to Safely Leverage the Power of Conversation
    • Recommendation
  • Conclusion

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