OTOlabs' director of marketing operations explains how adjusting your thinking will engage an audience more deeply with your brand, and put you more in touch with customers.

In this article:
Introduction
Reasons 10 through 8
Reasons 7 through 5
Reasons 4 through 1

As budgets flow from offline into digital marketing, a brand's relationship with its customers and consumers is transformed. Once, marketing messages were piggy-backed onto mass-market publishing channels as advertising; now those messages have become content in a brand's own publishing environment, with its customers and potential customers becoming its audience. And as Jeremy Allaire says: "You must talk to your audience where they are, not where you want them to be."

So, here are 10 reasons why brands need to think like publishers:

Next: Reasons 10 through 8