First there was the Web. Then Web 2.0. Then the Social Web. Beyond the buzzwords, what role is Social taking on in the marketing mix of big brands? If the heady, early days of the Social Web are behind us, what lies ahead?
The customer is immediately and individually accessible. The whole behavior profile is right at hand. Response times are mili-seconds. Ads were not invented for this universe. Do we still need them? And if we do, how can we get jaded consumers to slow down, look up from the fascinating stream and pay attention?
With Shiv Singh, Rishad Tobaccowala and Daniel Stein.
Nothing is as it was before. The world is different. The media are different. The customers are different. Manufacturing, distribution and customer care are in the throes of cultural revolution. Technology changes so fast, even technologists can't keep up. How can you build a brand in the midst of the maelstrom?