Search is becoming a standard interface via which people navigate to content that matches their interest at a particular point in time. Content is becoming an experience separate from time, space, channel, even form, which leads to fundamental shifts in the way consumers describe and think about media. Marketers need to look beyond the confines of individual platforms, and focus on creating experiences which engage consumers. Consumers are also becoming more active in sharing their opinions. Word of mouth is spreading faster and reaching further than ever before, and is increasingly influential.
Brands should be part of this conversation and seek to build relationships with influencers in relevant communities.
