New Ways of Talking

Smith, J. Walker
November 2007
Marketing Management;Nov2007, Vol. 16 Issue 6, p52
The author discusses how interactivity in media has changed marketing. Blogs and Internet video have given consumers the opportunity to offer critical responses to media messages. He suggests that marketers must accept that consumers will lampoon corporations and brand images and must learn to interact with consumers rather than try to silence them. Mike Godwin, an Internet authority, gives an example of how the new rules of conversational communication are counterintuitive.


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