Alternative marketing thinking

iCONTRACT

The Coming End Of Traditional Knowledge Mongers

Advertising Planner Scott Karambis has an interesting story on how young people in the US are willing to trust anyone who gives them useful information. He was in some focus groups with young people where he tried to bring up issues of credibility and trust the group looked around uninterested about the source of the information as long as it was available when and where they wanted it. Like most observers, Scott feels that the free flow of information has already displaced many traditional centres of information like accountants, travel agents, real estate agents and car salesman. But the research session showed him really told him of how deep the change was among young people. No wonder many people are predicting that financial institutions will have to do a lot of work to stay relevant to future generations.

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