this is a pdf

1. The New ROI: Collective Networking Between Brands and Consumers
There is no more them, and it's all our fault.
For good or ill, we started as Marketers with our magic bullet messages and
drilled all the way down to the guerilla level for the express purpose of
reaching and changing the behavior of Them: The Consumers. We've poked,
prodded, offered, discounted, promoted and printed everything we could to
affect The Target Audience. Each new medium has just been a wider net for us
to reach more numbers to get more prospects and yield more ROI. We've used
all 360 degrees around The Demographic to find a new angle, but now They
have done the unthinkable:
THEY have learned to ignore us.
You have felt it. That inward shut-off when you see the overly-idyllic lifestyle
photo, or your hand reaching for the dial at each mention of Sunday, Sunday,
Sunday! You know the Marketer's bag of tricks and can provide textbook
examples of each, probably with material just from y