Commentary: Today's consumers control the dialogue

11/20/2007 | MediaPost Communications

Although consumers are in control of today's online communities, marketers can get in the game in a number of creative ways -- and there's good reason to be involved, writes Jeff Tidwell, director of panel and community products at MarketTools. Online communities can help marketers communicate with target consumers, brainstorm new products, stay on top of emerging trends and gain valuable product insights, he writes. Two of his tips: Be non-intrusive and authentic, and invite consumers into an environment marketers create.

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