As seen in part 1 and part 2, the relationship between company and consumer has progressed from a one to one geographic model to a one to many major media interruption model to a many to many multi-platform interaction model.
We now live in an opt-in world full of perpetually connected consumers who expect to be understood as individuals and whose behavior blurs the lines between sales, marketing, support and service. Not surprisingly, companies are pivoting quickly to embrace the....