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Perspective

Mar. 18, 2009

Evolving Media Tools Require Companies to Navigate Changing Waters

Legislatures and government agencies have stepped in to regulate digital marketing.

By Alan L. Friel and Nancy Derwin-Weiss

New media is hardly new. In fact, most companies have had Web sites since the 1990s. Now those sites, and third-party sites employed by companies, enable vibrant consumer interaction with brands and unique methods of conveying sales messages and making sales. Marketers have become the early adopters of new trends and tools, such as blogging, social networking (e.g., Facebook), and user-generated content (e.g., video posts on You...

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