Giving up control was the main theme of the 96th annual conference of the Association of National Advertisers.

Stressing that consumers are more empowered than ever before, executives at several major companies called for campaigns to empower and embrace the role that consumers play in shaping a brand's direction, the New York Times reports. Consumers also have more communication tools than ever before - and more ways to create and send their own marketing messages about a brand, turning the traditional "push" marketing process completely on its head.

As companies struggle to come to grips with the new reality of no longer being in complete control of their marketing messages, many also are unsure of how to involve consumers in the marketing process. Cammie Dunaway, chief marketing officer at Yahoo, said the answer lies in not reaching out to the entire community but only those consumers who are familiar with, and passionate about, a company's brand.

"I call it participation marketing," she explains. "Allow them to help you shape the brand experience. Content is no longer something you push out. Content is an invitation to engage with your brand."