“The internet is under new management. Yours.”

Today, advertising has transformed. People don’t just believe what is put in front of them anymore. We are a cynical, distrusting people. It makes those of us in the integrated marketing communications field work harder and better.

Advertising has gone from one-way communication to a conversation between a brand and the public that brand reaches.

In other words, advertising has become…

Wait for it…

Consumer-Centric. Gasp!

Unfortunately, many brands still don’t get it. Nevertheless, there is hope. The new Yahoo! Campaign proves that advertisers are realizing that a consumer-centric outlook is the foundation to brand loyalty, consumption, and other tactics used in significant and meaningful ways.

A fellow blogger, adgeek and friend of mine explained what this will look like for brands in the future:

• Advertising has become a two-way street. Brands must realize the consumer’s influence, invite them into the conversation, listen (not hear), and respond.
• Brands should develop web-friendly content that can become viral and used by the consumer.
• Consumers want a way to be engaged. Storytelling, while still there needs strong engagement to work.

To find out more about how Yahoo! is communicating with consumers, watch this video from AdAge.