Industry blogger Bob Hoffman said: "The idea that the same consumer who was frantically clicking her TV remote to escape from advertising, was going to merrily click her mouse to interact with it, is going to go down as one of the great advertising delusions of all time." So what can we do better?

Every day millions of customers share their experiences of products and services on social media. The conversations generated represent a huge opportunity for companies to create closer, more meaningful customer relationships. But this constant stream of feedback is hard to navigate.

Some marketers, notably in China, try novel ways of understanding and interacting with the digital environment. The entry point for most Asian brands is the commissioning of digital listening projects, but listening to the buzz is no longer enough.

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