Social media, co-creation and mobility are all part of it, but the greater whole is a new understanding of how consumers and brands interact in a digital world.
As I’ve written before, paradigm shifts do not automatically nullify time honored principles, but must adapt old wisdom to new facts. Therefore we must not only innovate forward, but integrate back.
Therefore, the post-promotional age does not eschew promotion, but embraces it. Firms are in business for profit and ignoring that fact risks either throwing money away on silly “conversations” or alienating consumers by patronizing them. However, brand centricity is giving way to consumer centricity and that makes all the difference.