1) Consumers now have more power and influence than ever before due to technology, and they expect flexible, easy-to-use experiences that are personalized and relevant to their interests. 2) Many brands are experimenting with new marketing approaches that engage consumers by allowing them to tell stories, generate content, and collaborate with the brand in new ways. 3) Successful brands are shifting from a channel-focused approach to identifying specific consumer segments and creating authentic experiences across multiple channels to build partnerships with consumers.

1. The Era of ASTRONOMICAL Expectations David Levy / Tim Stock / Chris Greco

4. THE NEW FRONTIER

13. Moving From A Channel Focus To Consumer Focus Rather than look to the channel first and find “content” to fill it with… … identify your consumers first and build experiences that are relevant and authentic PR TV Print Shelf Outdoor Radio Online advertising Web site

14. Brands Are Setting The Bar “ CEO Rosenfeld plans to increase marketing [spend ] as a share of sales from its current 6.9% to between 8% and 9% by 2009. That amounts to a total increase of between $370 million to $750 million in marketing spending over the next two years. But that won't all be in traditional media , or in what will be counted as advertising spending as opposed to promotion and other kinds of marketing, she said, promising an unspecified nontraditional effort behind this year's rollout of DiGiorno Ultimate .” " If we aren't conducting radical experiments , trying new ways to engage our targets and adding value to them, then we're not doing our jobs " “ We are actually pretty confident that by 2010, the majority of our media mix will shift to Digital.” "We can no longer measure success in keeping up, because keeping up is not possible. What we need is a mindset shift …We have to understand what's important to [consumers], and how we can genuinely connect with them . We must shift our mindset to truly creating partnerships . If we want to engage people, our message has to be on their terms"