The document discusses how the media and consumer landscapes are shifting, giving consumers more options and control over their experiences. As marketing shifts from mass media to personalized "my media," brands have opportunities to create new forms of currency with consumers by moving from interruptive channels to engaging arenas and experiences. The marketing itself can become the product that people connect to and build direct, organic relationships with. This allows brands to create stronger value, time, and relationships with consumers through experiences rather than just attention.
17. Marketing becomes
THE PRODUCT
Marketing turns into the
experience surrounding
the product C in some instance,
the experience people
connect to and build
relationship with
