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The Message is the Medium

Media has fundamentally changed.

Yes, the medium is often the message.

But communications media (email, IM, social networking messaging, etc) has exploded so quickly, that messages are a medium for advertisers to reach consumers.

This means we need to completely rethink how we create media, how advertisers buy media, and the structure and strategies of businesses that require mass markets to generate demand profitability.

Increasingly, businesses need to decide if, when, and how they should send, receive, and respond to messages from the mass markets.

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Filed under: social media,

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