The document discusses how marketing must change and transform in the digital age. It notes that customers are now part of companies through social media, and marketing involves turning strangers into friends, friends into customers, and customers into evangelists for brands. The new rules of marketing require listening to customers, building communities, creating relevant content, collaborating with others, and differentiating brands through qualities like authenticity, thought leadership, transparency and purpose. Marketers must adapt to living in an instant, public, and permanent new media world through new value propositions, communication approaches, and skills that focus on social media marketing, relevance and differentiation.