Today's marketing environment is more challenging than ever. Business-to-business and consumer marketers face powerful forces affecting their brands' competitive positions whether they are selling a healthcare product, financial service, consumer brand, or new technology. These forces include rapidly changing consumer preferences, erosion in institutional trust, pricing and time pressures, and far-reaching technological advances.
Consumer and trade marketers need a competitive advantage in today's dynamic business and communications environment. At Edelman, we offer two proprietary solutions:
Consumer Marketing
Edelman’s Consumer Marketing Practice believes that consumers take more action every day and that because of this they play a major role in controlling the destiny of a brand. In this age of consumer ACTIONism, brands, throughout their lifecycles, must socialize with people to win the daily battle for relevance, commitment and endorsement.
PR‘s role in the marketing mix has to move beyond circulation and must harness the power of consumer reverberation. To that end, we believe that every brand has action consumers, the consumers who can trigger the most positive actions among other consumers on behalf of a brand. We begin each of our assignments with strategic processes that identify the appropriate action consumer for a brand, and then we build engagement programs accordingly.
