The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World

and desires either for information, or action, or communication, or

transactions, and that phased array radar around you seeks out in that

information environment the interconnections and information and a

localized information that you need at that time, and creates the con-

nections and transactions and operates in your behalf.

I call it a “transaction envelope.” And rather than you being the

passive recipient, the environment now awaits you reaching out to it,

in one way or another, based on your intentions. But it is a whole set

of electronic interactions mediated by this new interface between you

and the world.

RM: How should brand marketers evolve themselves to accommo-

date this new electronic transaction envelope?

PS: There are two elements