Introduction

The Net is a real place where people can go to learn, to talk to each other, and to do business together. It is a bazaar where customers look for wares, vendors spread goods for display, and people gather around topics that interest them. It is a conversation.

(Levine, 2009)

Changing Patterns of Content Consumption

We live in a world of networked markets. To build great relationships with our customers, we must focus on content as conversations.

The marketplace shifts rapidly. People research everything they buy online; they can even talk to other people around the globe before they buy.

Our audiences typically have more than one device to access content. They surf multiple channels at once, having conversations on multiple devices ...

Get The Digital Crown now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.