Marketers focus on always-on online platforms


A Super Bowl ad is 30 seconds, Garrick Schmitt writes, but a platform is always on. Companies are increasingly experimenting with community action platforms, such as Pepsi’s Refresh Everything; crowdsourcing platforms, such as MyStarbucksIdea.com; e-commerce platforms; social CRM platforms; and brand experience platforms.  Advertising Age/DigitalNext blog

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