Uploaded byJoakim Vars Nilsen
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Power Of People
The document discusses how empowering people through participation is key in modern marketing. It outlines how media has evolved from local gatherings to mass broadcast media like print, radio, and television that did not allow for participation. The rise of the internet again enabled people to both consume and produce media through social networking sites and user-generated content. This represents a shift from broadcast marketing to participatory marketing where brands must engage and connect with people through generative experiences rather than just broadcasting messages. The focus is no longer on traditional or digital marketing alone but optimizing all marketing communications around a digital hub where attention, not ads, must be earned through meaningful engagement and participation.
