From the Periphery to the Core: As Online Strategy Becomes Overall Strategy, Marketing Organizations and Agencies Will Never Be the Same

ABSTRACT Consumers today are spending more time online than with any other marketing channel. This fundamental shift in the mediascape is driving both how consumers engage with brands and how marketers understand and cater to their consumers. This article explores the shifting foundations of the media landscape and poses some specific strategies for coping with, and even exploiting, this changing environment.