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The rapid success of MySpace has had a dramatic impact on the way that marketers have to define and interact with their customers. But more than that, it should signal a significant shift in thinking for all media businesses as they build and develop their online strategy. Social networking is but the latest in a long-observed trend that has seen young adults switch their allegiance and use from one medium to another, as has been seen before with the move from print to TV. Understanding why and how that audience has changed has meant researching how developments in both technology and the audience have led to the massive growth and influence of social networking.
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