In a session outlining the key challenges likely to face marketers over the next five years, Johan Jervoe, corporate vice-president of global marketing at McDonald's, said that brand owners need to move toward a 'consumer-driven' advertising model to make themselves heard.
'YouTube is forcing marketers to hand over control of how their brands are seen by consumers,' he said. 'We must move from a push to a pull approach if we are to regain the trust of the public.'
Jervoe also warned of the risks of using social networks and user-generated content to establish consumer dialogues. However, he claimed that the balance of power has shifted away from big brands, leaving marketers with no choice but to engage consumers on their terms.
'The ultimate goal is to get consumers to trust your brand and talk about it of their own accord,' he added.
Waitrose managing director Mark Price argued that the key to success lies in identifying core brand attributes and communicating them clearly. He criticised McDonald's for confusing consumers by diluting its brand values with the launch of healthier menu options and cafe-style restaurants.
'You're either a lean brand and a lean business or a sexy brand and a sexy business,' he said. 'You have to identify which one you are and be single-minded about how you promote yourself.'
The strongest call to action came from Scott Gallacher, director of online and partner marketing at BSkyB, who argued that the 'honeymoon is over' for brands that refuse to enter into a dialogue with consumers.
Marketers need to focus on earning consumers' trust and developing long-term relationships with them, said Gallacher. 'We need to respect customers and stop pressurising them,' he added. 'The most successful marketing doesn't appear to be marketing at all.'
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