Who Have more Power, Marketers or Consumers? Expert Answer

Marketing is not only promoting a business or its product, but its way more than that. Marketers use various techniques and methods to persuade consumers towards making a decision. Its marketers who convince consumer to buy one product over the other. So, this clearly portrays that marketers do have power over consumers, and to do so they are using digital media platforms not only to gather data but also to target their markets accordingly (Marcello. P, 2012).

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However, on the other hand, things have changed drastically for consumers as well. Consumers have more power and resources to make their decisions based on the information available to them. According to a study published by Deloitte, more than 80% consumers use their phones in store while shopping, and they also look at the reviews of other customers on the same product they are looking to purchase (Deloitte Consumer Review). With such advancements in technology one can easily debate that consumers have power on marketers as well. But to answer this question, who has more power, it won’t be wrong to say that consumers only have access to certain and specific information on internet that marketers want them to have. So, in reality, consumers are still out played by marketers when it comes to making a wise decision.

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References:

Deloitte, ‘The Deloitte Consumer Review’, Deloitte Insight Report.

Marcello. P, 2012, ‘Marketers vs Consumers: Who Holds the Power? Higher Education, Vol. 22, issue. 11.