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Purpose
The purpose of this paper is to examine a new and possibly serious problem facing marketers and business in general – the breakdown of the marriage of media and advertising, and the concurrent perceived imperative for companies to achieve “authenticity.”
Design/methodology/approach
Essay.
Findings
The breakdown of the advertising business model, and the rise of new, more powerful technological ways to contact customers, make it far more difficult for marketers to reach their customers without repelling them; a new way forward has not yet been found (or if it has, no one's talking).
Originality/value
Examines these issues in what is hoped to be a unique way.
Keywords:
Authenticity,
Millennial Generation,
Generation X,
Crowdsourcing,
Advertising,
Internet,
Algorithms
© Emerald Group Publishing Limited
2011
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