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Marketers explore the era of the 'hyper-active lead'

CHALLENGE IS RELEVANCE

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Reflecting on business organizations that are ready to accept community input to change products or strategy, Gillin said: “Our challenge is relevance, changing the way we think, taking feedback from our communities and planning campaigns almost on a real-time basis.” To gauge the interest of public companies in its virtual shareholder meeting services, Broadridge Financial Services scores different online information requests using Web analytics, then feeds the results into its Salesforce.com CRM system, said panelist Mike Clark, Broadridge e-marketing manager. It's a form of virtual social interaction that, he said, harkens back to an earlier time. “Information used to be shared by word-of-mouth; and now, with social media, that has come full circle back to word-of-mouth,” he said. Panelist Michael Paradiso, VP-integrated media and director-sponsorships for IT management software company CA Inc., agreed. “This is the age of the "hyper-active lead,' ” he said. Paradiso defended integrated campaigns, including the role of print. Gillin, however, was far harsher about the role of newspapers and magazines in the future. Citing recent dismal circulation figures showing newspaper readership below pre-World War II levels, Gillin predicted that within 10 years there would be only a handful of newspapers left in existence. M
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