iMedia Connection: Five Principles for the "Always-on Age"

Online guru G.M. O'Connell, founder of Modem Media, espouses five driving principles to follow when creating succesful marketing in the increasingly connected world in which we live.

1. Create a sustainable mutual value exchange
2. Deliver experiences rather than messages
3. Detach and distribute: Use an array of vehicles to reach

   customers at the right time and place

4. Optimize: Continually assess and improve performance
5. Integrate experiences across all channels (Practice “The

   New Integration”).

Now, if it were only that easy in practice.