Consumers have more control over what products and services companies will offer

We hear a lot about PR 2.0, but marketing is also getting the message: companies are responding to consumers’ on-demand expectations by focusing more on marketing strategies, according to a recent survey from Weber Shandwick.

"Consumers are 100 percent in the driving seat," said Billee Howard, a co-director of Weber Shandwick’s global strategic media group.

 "Companies are now a part of customers’ lifestyles and have a better understanding of their culture."

It sound as though the online conversation and consumer-generated media is making its mark.