The increasing use of technology and the sharing opinions that comes with that has shifted the marketing powerbase somewhat in the recent past. There was once a time when consumers relied on marketers’ information to know about the product, how it performs but never about its faults because marketers kept a tight control on such information as it could have a negative impact on sales. Now, however, the consumer has unlimited access to all the good information and also the stuff the producers wouldn’t want consumers to know because we are sharing information about anything and everything. I no longer read product manuals anymore, I google the product and let other people tell me how by product works, how to fix problems and even how to hack the product to get additional perofmance. That is the beauty of social media but what is the impact on companies and their marketing departments? how do they react to uncontrolled opinion sharing? should they even try to control and influence social opinion?

The article below asks there question and then tries to answer them, let me know what you think as well

https://www.mckinseyquarterly.com/Marketing/Digital_Marketing/Were_all_marketers_now_2834