• by Karl Greenberg , September 27, 2011

Kim Kadlec points out that her 22 year old consumers digital media totally differently than her 17 year old. "It's like night and day The. older one uses laptop. little one it's part of her body, it's a different interaction. As we age, marketers -- and we are digital immigrants not natives -- we are going to have to study hard to understand new generation."

Joe Mandese: how have people really changed fundamentally, though? one thing I sense from Kim's presentation is that word of mouth matters but in the past consumers didn't have the power and influence they have now. does that change the way you plan strategy when you know consumer has this immediate power? how has the practice changed? How is this change in consumer behavior changing practice?

Scott Neslund, president Moxie: social listening. before that used to be focus groups, online surveys, now you see that happening much earlier in process and ongoing. and more tweaking from strategy and messaging.

Laura Krajecki: what's pivoting is planning to 365 days you are planning. planning is collapsed from you have to be moving from state of media planning in an ivory tower to dynamically understanding people all the time. the greatest competitive advantage is understanding people in real time.