If companies really want to reach consumers, they need to aim for their heads, hearts and stomachs, because in a digital world, consumers long for connection more than ever.
Man becomes media
In the analogue world, things were simple: retail was limited to a single channel, the shop. Apart from a few mail-order catalogues, the physical shop was all their was. All merchants had to do was to guarantee sufficient advertising and visibility through mass media such as newspapers, door-to-door magazines, posters, radio and television, after which consumers came flocking to the shops. The formula for success was effective, unambiguous and standard: open a shop – advertise – sell.
