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The Connected Consumer by Dinesh Kumar

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CHAPTER 6

Marketing Communications for the Connected Consumer

Mary hardly ever looks at the newspaper and her attention while watching TV is divided. But she loves social media, where all her friends are. How have communications changed to target people like her?

There is a revolution in marketing communications. Though mass media remains the vehicle for reaching a large number of people, the fact that people prefer to interact with their own little screens is changing the rules of the game. Can companies elbow into this personal space and introduce their messages? Or create compelling reasons for people to visit their sites and thereby become loyal to them?

To achieve this, companies have to align their messages and ­content with what people ...

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