Thanks to forces like the proliferation of social media and the rapid maturation of mobile broadband, traditional marketing tools for achieving branding goals are dulling and rusting. Social media, for example, in addition to driving brand awareness and sales, also serves the objectives of market research, product consideration and trial, customer service, and reputation management. Even email and the mobile Web are places to interact with the consumer and humanize the brand. Every piece of content, communication or collaboration is a time-stamped heat map of who the consumer is, what they’re thinking, how they’re behaving and which decisions they’re making. The transformation from mass media to media of, by and for the masses is well underway; Sequoia Capital’s Mark Kvamme will explain how brands should adapt.
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