A loyalty marketer asks herself 'what makes me loyal?' #li
Finding an audience that cares #li

Real change in tempo of marketing communications #li

When I started off in the advertising world, we spent months developing campaigns. Now marketing communications is more about responding to signals. 

Only Dead Fish: Slow Fast and Spiky Communication, 2011-Nov, by Neil Perkin

A key element of this for me is linked to timing. Shiv mentions that media planning will change as social signals will heavily influence planning decisions, but I think this stretches into creative production as well, as decisions about when to create different elements of a narrative, and when to take them to a wider audience are impacted by the way in which people are involved with different parts of the story. It's kind of like the 'user-led advertainment' idea (in which ads become stories that unfold at the users pace)....