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The 3 I’s versus the 3 A’s

I’m here at the Corante Innovative Marketing Conference and engaged in an interesting dialogue about attention lead by John Hagel. To start John made a profound point saying that Old School Marketing is represented by the three I’s:

1.Intercept
2.Isolate
3.Inhibit

In context, the future will be lead by Collaborative Marketing as represented by the three A’s:

1.Attract
2.Assist
3.Affiliate

The conference has certainly kept my attention by being highly interactive.

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