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Marketing Above the Noise by Linda J. Popky

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4 What Has Changed: The New Realities

While some aspects of marketing are timeless, those pieces that have changed over the last few years have transformed the marketing equation. This is not your grandfather’s marketing world any more. In fact, it’s not even your older brother’s marketing world.

There are several areas that are dramatically and drastically different today than they were even a few years ago. There’s a new approach to delivery, data, demand generation, and drivers. There’s also a focus on conversations, content, and communities. In addition, there’s a new paradigm for looking at media channels, based on these new realities. Let’s look at each of these.

Delivery

The techniques and tools now available to deliver a product or service ...

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