•Because of this new territory all sorts of different people are staking a claim to knowledge, understanding and influence.

•We have entered a third face since the inception of digital marketing.

1st Wave- Technical One- 1990’s business first lauchedcommercial websites and only programmers were bale to build a website

2nd Wave- Built around design and Creativity- the look and feel of a website became important for designers

3rd Wave- Characterized by the democratization of content- This stage was characterized by user generated content (UGC) template design has become more important and the content comes from many different places.

The End of Advertising as We Know It by Sergio Zyman states

“Increasingly empowered consumers, more self-reliant

advertisers and ever-evolving technologies are redifining

how advertising is sold created, consumed and tracked.

Traditional advertising players, broadcaster distributors and

advertising agencies may get squeezed unless they can

successfully implement consumer, business model and

business design innovations.”

•The Future of marketing rests with the art of conversation, a

way by which PR people have always operated through .

•Separate your role from the customer service, act as go-

between between the customer and you client.

•Your role to the client is to advise the client that the negative

impact is likely to be in terms of reach and severity

•Your role to the consumer is toe reassure them that the

problem is being addressed and to make representations with the regard to the impact of the coverage

•Manage the resolution of the problem from a

public relations perspective.

•Make it clear to the client that the problem has to

be resolved satisfactoriraly. Your resolutions should

do everything a fair minded consumer audience

expects.

•Decide how to participate in the forum

•Be a spokesperson for the brand , be open and

honest about who you dare and clear about the

what redress is being taken

•Negotiate with the originator for a fair and equitable

outcome.

If you have treated them fair then they should treat you

fair as well

•Ask if they are willing to hand over the domain to you

• The very least they can do is shut down the website

once it has served its purpose

•Alternatively you may recreate it as an open customer

service center.