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Audience Development in the Digital Age

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In the 10+ years since THE CLUETRAIN MANIFESTO first hit the Internet, marketers have grappled with how to leverage digital media to reach customers more effectively, and the majority have failed.......

In the 10+ years since THE CLUETRAIN MANIFESTO first hit the Internet, marketers have grappled with how to leverage digital media to reach customers more effectively, and the majority have failed. Frequently, miserably, and sometimes even unapologetically. Traditional book publishers, most of whom have historically worked via intermediaries and been happy to do so, were relatively late to realizing the benefits of engaging directly with their real customers – readers – and have been playing catch up out of necessity as traditional sales channels are on the decline and new intermediaries like Amazon and Apple now know more about their readers than they ever have.

Presented by Guy LeCharles Gonzalez at Social Media Breakfast Tech Valley #8, Troy, NY on 11/12/10

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