The document discusses how the rise of social media and connectivity has empowered customers, dubbed "Customer 2.0", who now expect seamless, personalized experiences across all channels. It notes that over 4.5 billion people are on social media, sharing opinions and influencing each other, and customers now research brands and make purchase decisions before ever engaging with companies. The new marketing paradigm requires adapting to the customer journey and providing amazing experiences through tools like Microsoft Dynamics CRM that integrate data and allow pervasive connections both inside and outside organizations.