Welcome to a world where the CUSTOMER is king. The digital media revolution has dethroned much conventional wisdom of brand managers and agencies. We're all working for bosses that aren't in headquarters.

"Content is king." Doesn't that have a nostalgic ring? 

Today, customers increasingly control content, context, conversation and commerce. Fragmenting audiences and online upstarts challenge traditional business models. User-driven social networks create new influences driven by viral hits and peer-to-peer recommendations rather than traditional marketing. User-generated media sparks a conversation about traditional brands and messages, with or without us. In a “massively niche” media landscape, consumers are programmers and communities are networks.

Paradoxically, while the marketplace is fragmenting, it's also consolidating. The Big Four are radically changing through acquisitions, ad network expansions and development of new targeting capabilities that challenge the traditional role of agencies. Marketers demand better data and more rigorous return on investment, putting additional pressure on brands and their agencies.

No wonder both content creators and marketers are scrambling to understand new realities.

Andrew Heyward tours the rapidly shifting landscape and vital strategies for survival and success.

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Speaker(s): Andrew Heyward

Format: 00:40:07, 45.9MB, MP3