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February 13, 2012



nice article, but i would add that delivering great content is a must but in this day and age sadly wont be enough.. There is just so much content out there and it will only massively increase...

Context is where the action is now happening. The businesses that embrace developing context with their customers / followers/ consumers etc will in the end win through...


Mark Shaw

Tim Adams

I'm curious as to how much this shift will transform campaigns in general. As you pointed out, brand advocacy cannot be bought, but on the other hand I do assume that brands won't (can't) stop producing tv commercials, ads, mailings and the like (all opposed to the inbound marketing approach outlined above). But who will lead the way 2 years from now: Is Social going to rule over Creative? Will all campaign elements be decided upon based on their expected/desired social impact?

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