With the explosion of digital media, people began to engage with each other – and the companies they did company with – in new ways. The relevance of traditional print and broadcast channels declined, completely changing the client corporation dynamic. Digital channels opened doors for consumers. No longer passive individuals in a one sided advertising conversation, clients became empowered authors, publishers and critics.
The electronic panorama is participatory, a neighborhood where clients exchange ideas. Marketers not drive the dialogue. Everyday clients are actually the manner makers and trendsetters.