Jeremy Bromwell, a Definition 6 Account Coordinator, reported on an article he recently read in ADWEEK...

Web 2.0 technologies destroy the ability of image-based advertising to control product perception.  Interactive ad agencies must refocus and redefine traditional strategies for success in the online space.

Jeremy covered a few points from the article:

1. Traditional Ads lead to search traffic - not directly to purchase for many users.
2. Information comes from many sources beyond the "official" brand/product website with a large number of forums, blogs, and other shopping portal sites.
3. Products judged by objective standards, particularly, can be threatened by informed digital consumers.

Jeremy's concluding thoughts to the group were that social media and consumer reviews are an important component of your interactive strategy beyond email and web analytics.  This is a great avenue to leverage our expertise in the interactive space to help our customers.  The full article can be viewed at: http://www.adweek.com/aw/content_display/community/columns/other-columns/e3icaabfeb875c91a9eded38a30d7566be6