“A two-way relationship is more valuable than a one-way impression,”

Brands are shifting to the direct to consumer model.

Randall Rothenberg, the chief executive officer at the Interactive Advertising Bureau, says “A two-way relationship is more valuable than a one-way impression.” The IAB on Monday published research indicating that growth in most consumer categories is shifting to brands centered on direct-to-consumer relationships and agile supply chains that are flexible enough to serve consumer needs as they evolve.

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