Despite the seismic shift in consumer purchasing behavior, the marketing industry has struggled to adjust to the new paradigm in the marketplace. Although interruptive advertising will be with us for a long time to come -- and can be a critical first element in the complex relationships marketers forge with their customers -- it will no longer enjoy its privileged position as the primary influencer of consumer and business preferences and buying decisions. The rise of Web 2.0 has ushered in a new age of marketing that respects the power of the informed customer and catapults marketing to a whole new level of effectiveness and influence.

Welcome to the age of engagement marketing.

The concepts of engagement marketing have been in place for many years, but only recently have marketers begun to realize -- and grow concerned about -- the true, fundamental shift in the marketplace. Marketing has always been about relevance and relationships, but engagement marketing takes this one giant step further into a world where customers assert more control over the brand and fully expect companies to participate in dialogues with them.

Related Link: iMedia Connection