Basically there are four central sources of value:
1] They develop a kind a alignment in their activities so that consumer can be engaged through every possible way.
2] They harness interests in their brands by syndicating contents that empowers the consumer to build his or her own marketing identity and, in the process, to serve as a brand ambassador.
3] They identify the need to think like a large-scale multimedia publisher as they manage a staggering increase in the content they create to support products, segments, channels, and promotions.
4] These marketers strategically plot how to gather and use the plethora of digital data now available.
Hitting the reset button on marketing begins by accepting a new perspective on what marketing needs to accomplish. It requires marketing executives to step up to a broader, cross-functional coordination role, armed with deep insights about the decision journey consumers are undertaking and the tools needed to guide it.