by Pavitra Kumar, Kenshoo Senior Manager, Marcom & PR

Social media in the form of blogging, micro-blogging and networking sites has given the end consumer a bigger voice than ever before. Consumers are not only exercising their right to speech, opinions and choices but also their right to proselytise those choices. Through the ages marketing has come full circle from singular ‘word of mouth’ marketing when the first markets came about to ‘mass marketing’ after the industrial revolution; and today technology has brought us back to a place where the individual is more important now than ever before.

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