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The Advertising Revolution

Type: Blog
Topic: Voice of Customer CX

“The consumer isn’t a moron – she’s your wife.” – David Ogilvy, 1963

When advertising pioneer David Ogilvy made this now-famous remark, the relationship 
between companies and consumers was in the midst of a revolution. Specifically, the 
relationship was the revolution – the idea that personalized and powerful bonds connected people and the businesses that served them.

In just a few short decades, mass media channels, industrialized production processes, 
disposable income and advances in transportation had changed everything. Instead of 
buying what they needed from what was available nearby, American consumers began 
purchasing what they wanted from whomever they chose. As a result, brands took shape 
and began speaking directly to consumers, initiating relationships and competing for sales.

What Ogilvy could not have known in 1963 was how fast that dynamic would keep changing. The rise of the Internet and the perpetually connected world it created has changed the dynamic yet again – the relationship between consumer and company is now a true two-way conversation. No longer the passive recipients of mass market, interruption advertising, consumers demand personalized messages that are specific to their preferences, needs, and circumstances. Forrester found that nearly 65% of people opt out of receiving emails because the content either isn’t timely to their needs or they don’t consider it relevant.

What are you doing in your consumer outreach efforts to personalize communications?


Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace.  

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 
Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda


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