How companies interact with clients is changing and I think it is for the better.  These changes are taking place both on the sales side and the support side of business.    


Bob Garfield’s Chaos Scenario article (http://adage.com/article?articulated=115712), does an in depth breakdown of how advertising and marketing might change due to innovation on the internet.  This article covers a lot of information but one thing that struck me was his assertion of consumer control over exposure to information. 


Garfield explains that mass media and mass marketing have had a “perfect symbiotic relationship” resulting in advertising underwriting content while content delivers an audience and audiences patronize the advertisers.  Although, this relationship between mass media and mass marketing has been around for 50 years or so, it has not been the most efficient.


In Garfield’s article, he writes about Proctor and Gamble finding a way to change their marketing.  Proctor and Gamble are not looking at finding a different place to  “amass 30 million people at a time so we can tell them not to squeeze the Charmin.”  What they are looking for is a different way to build relationships with the client.

The newest trends driven by consumers is about tapping into media that the consumer is voluntarily engaging with.  The key here is voluntarily.  This is why the online communities and social networks are so powerful.  The consumer is choosing to engage.   

From a marketing point of view, I can’t imagine a better audience.