To break through the noise, marketers have to master the art of not only real-time response but something that actually makes customers sit up in their chairs and say: "Wow! That's really creative!" Here's how REI did it.
Stop generating all of your content—let your users do it instead. Companies like Coca-Cola, Target, and ModCloth are engaging customers through co-creation, and you should be, too. A look at the best campaigns.
Gatorade, the Red Cross, and the Super Bowl, among others, are having salient conversations with their users and audiences—and in some cases raking in bigger profits—thanks to a centralized listening team. Here's how to monitor, shape, respond to all the talk.