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The digital era we have entered translates into an unprecedented abundance of content, applications and media; open source, web and mobile 2.0, social networking, social media, blogs, vlogs, virtual worlds, online gaming, web and mobile TV are as many testimonies to the profound transformation of content and media creation, distribution and consumption. This digital revolution simply affects the way every media and marketing organization positions itself and communicates with its target audiences; and while many have acknowledged the need to reinvent themselves, few are equipped to do so. Let us observe the consumers (target audience) of the open source digital future, they are no longer passive... The traditional marketing mix today and media consumption habits today? How is web2.0 changing this mix with social media & user generated content? Where is all this leading - creators & consumers who is who? How do we target these new communities with the relevant word of mouth with our brands? A consumer case study in digital music and brand opportunitiesRead less