O documento discute as mudanças do marketing tradicional (Old Marketing) para o Marketing 2.0, onde os consumidores são mais ativos, compartilham experiências online e influenciam outros. Apresenta um caso de sucesso de uma campanha que usou estratégias digitais como vídeos virais, concursos online e engajamento das redes sociais para promover uma marca.
Just wanted to share a few thoughts today on where things are moving. This isn’t the long-term outlook so much as the direction stuff is shifting today thanks to the growing realization of the power the Web holds to tell stories, engage people, and give them things that are more relevant and useful as far as brands are concerned.