Dive summary:

• The current consumer uses technology more and seeks interaction.
• Participants are hungry to learn about the products and services they use.
• Mobile advertising is one an intrinsic part of building a two-way relationship with consumers.

From the article:

The static media landscape as we knew it is gone -- the participation age is upon us and presents ample opportunity for active engagement. Changing participant attitudes towards branding and marketing messages must guide our strategies and integrated branding opportunities must exist within the search, social, local and mobile media landscapes. ...