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.