Stengel

Speaking at the 4As conference in Las Vegas, Procter & Gamble CMO Jim Stengel said marketers need to change more than just the tools they use, reports AdWeek.

Stengel said the marketing industry needs to strive for more than just keeping pace with technological innovations. There needs to be a fundamental shift in the way marketers communicate with the target audience, which is now creating its own media and is driving innovation instead of following along.

To amplify his point, Stengel opened his presentation with clips of his visit to the Second Life offices of the Leo Burnett agency.

It's the conversation with audiences that Stengel emphasized in his speech, saying audiences want to talk with the brands they use and not be talked at by them. Engaging in that sort of dialogue can help gain the trust of consumers, he said.