CONCLUSION
In the preceding chapters, we showed how businesses and organizations are able to use mobile to transform their preexisting communication channels. These channels range from old-fashioned print, broadcast ads, and live events to the social web. This transformation enables genuine and effective ongoing conversations that make media a true partner rather than an intermediary controlled by others.
The benefit of being able to engage in that conversation creates a sea change. You are now able to listen to the individual customer in real time and respond instantly.
The key to creating this type of engagement is to look at the all the places you touch your audience—packaging, ads, the web, live events, and press. Each point of contact is ...
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