Voice: The Connected Protagonist

To reach the content-hungry consumer, marketers need to shift their own role from star to supporting player

The fusion of the social economy and the digital communications world has created an environment from which a new generation of consumer—the Connected Protagonist—has emerged.

You know these people, and are likely one yourself. But since they are redefining the role that brands can play in the lives of their consumers, let’s have a formal introduction. Connected Protagonists are aggressive consumers who have a full quiver of content and communications tools that give them the unprecedented ability to bend their world to their wants and needs.

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