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The evolution that I've seen is from just it being treated
as kind of just a direct response medium, into growing
to an engagement medium, something that consumers now
expect a response from their brand, and a conversation, if
you will, and it not being a specific question and an
answer, but an ongoing relationship.
So it's something that individuals start to see
brands as other individuals, and they expect to have a
relationship with those brands over time.
The consumer has more power today, which is a good thing
for brands because it keeps us all honest in a way that,
traditionally, we throw things out at consumers, test it,
hope it sticks.
And if we see an uptick in sales, we pat ourselves on the
back and we create another 30-second spot.
Today, we're getting feedback in real-time through social
media listening tools, through ongoing dialogue on Facebook
or any of the other social platforms.
So as marketers, we want feedback.
We need to not be afraid of getting real-time feedback.
And that's what the web today is allowing us,
is real-time feedback.
And it's out in the open, so we have to respond.
It's not something that we can ignore,
because it's out there.
Unfortunately, I believe there's a lot of people out
there that will just leave today.
They're out texting or back at work already.
And I'm not sure they're going to go back in and
review their notes.
But those real innovators are going to take what we learn
today and put it into practice.
So that's what I plan to do.
I mean, literally take that information and build on it.