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You're reading: Four new marketing paradigms

Past mindsets and tactics seem clumsy and contrived, remnants of a lost era.

Old distinctions, like broadcast and non-broadcast, traditional and digital, media and creative don’t apply the way they used to. Moreover, skills sets that were once sequestered in one discipline or another must now be integrated.

The result is much confusion. Traditionalists think that the old ways just need some tweaking, while digital natives insist that those days are gone, never to return. Both betray a misunderstanding of paradigm shifts, which do not nullify hard won truths, but give new perspectives on old fact patterns. Here’s a guide to what’s changed and what’s not.

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