Since the advent of online advertising, advertising and marketing has made a dramatic shift from soliloquy to conversation. The one-way mirror of the focus group long ago lost its opaqueness for windshield clarity. Consumer control, be it real or imagined, is dictating the terms by which advertising and marketing is conducted.

This has been going on for years, and the tangible manifestations of it have been sometimes clumsy and blatant, yet mostly innocuous.

Advertising inviting audiences to become part of a conversation and have a brand experience has mostly been relegated to emails, two-way banners and some blogging. Or, it has taken the form of becoming part of the experience the audience is having with the content, as is the case with product placement.

Both of these approaches seek to make advertising part of an individual's "flow experience," that is, a part of the person's everyday life and activities. As media consumption is part of his or her daily life, being part of that media makes the advertiser part of his or her daily life.

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