Background: Blended and connected marketing - Why harnessing Web 2.0 techniques demands changing your classic marketing
Digital Insight Report - October 2007
It’s time for a change in marketing. We’ve seen periods of change before, but never on the scale now needed. The legacy of the first digital decade includes placing the absolute control of media in the hands of the audience, the removal of frictions in the access to knowledge, the capturing of conversations, a step-change in the scale of media fragmentation, and the arrival of whole new paradigms in communication. The pace remains daunting, and yet any brand failing to adapt, is assured to fail. Many classic marketing channels continue, but a new type of blended, connected marketing is called for. The arrival of social media, online social networks and the Web 2.0 era demands marketers rethink their approach even more.
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