Is Community Essential to the New Marketing Paradigm?

Lynn Serafinn looks at how modern marketing is now a dialogue with our audience, and how the cyber-community is an integral part of our business success.

Throughout the 20th Century, old-school marketing was primarily a one-way form of communication. Advertisers said whatever they wanted to say in an effort to persuade the public to buy. The only definitive way consumers were able to communicate what they felt about such marketing was through their spending habits; thus, ‘success’ in marketing...