Advances in digital wired and wireless technology are rapidly expanding both the types of media and the devices that advertising, marketing and brand professionals can use to reach consumers. Not only is the B2C landscape changing, but even B2B marketing is undergoing rapid and often radical shifts in tactics, techniques, challenges and opportunities.

Indeed, the advertising and marketing buzzwords over the past few years have shifted from "eyeballs" to "engagement"; from "brand recognition" to "brand reputation"; from "messages" to "conversations"; and from "online" to "digital," as the inclusion of wireless and mobile applications and interfaces has been transformative in ways we could never have imagined just a few years ago. With technology as a dynamic enabler, cloud computing represents yet another shift in the ability of advertisers and agencies to reach their target audience, and for consumers and businesses to interact with the marketing community.

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