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Lewis -- we're in the attention economy; that is the piece that gets you closer to customers.

Marc -- there's the question of ability, opportunity, and skill for participation online. And there is also the question of time and effort/benefit ratio. Some things don't matter because they don't provide a return on involvement. At the end of the day, there are only so many hours and how we use them isn't always predictable.

Hi Valeria

Thanks so much for this article and thoughts. I think for me it highlights the fact that quite a lot of what we think and do is based on a lot of assumptions. I get a lot of clients who (after we get over the "can our communication target everyone male and female from preschoolers to great-grandparents" part of the meeting) immediately zoom in on the 25 to 40 age group with no thought as to why they might be doing that. This group is the most visible (and this is reinforced by our media) and so a lot of assumptions are attached to this visibility.

I think we also all had a bit of an awakening with the April 17 Reuters report http://www.reuters.com/article/internetNews/idUSN1743638820070418 that the "consumer generated" web is not really what we've been hyping it to be.

What you've said here reminds me of something I should never forget: take a deep breath, explore thoroughly and with an open mind, beware of "truths" and question everything.

=) Marc

Good for Steve. At least one person still remembers Marketing 101 (and Communications 101). Meet your audiences wants and needs with the right tool, in the right place, at the right time.

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