xiii Foreword n an era of continuously improving technology that is changing the way people behave and communicate, it is time to upgrade and reboot our approach to marketing. Today, we live in a world of connections enabled by the internet, where people connect to transact, discover, share and express themselves. This network of connections between people, enhanced by social networks and mobility, is profoundly changing how people learn, experience and communicate with and about everything, including a marketer's products and services. Four key shifts occur in this connected age: 1 Blurring definitions: It is harder to compartmentalize marketing I into old buckets of analogue and digital, press, television and radio, or above-the-line and below-the-line as digitization and mobility bleed the borders between them. 2 Facilitation versus just marketing: Increasingly we are marketing to ourselves as we go online and ask our friends, or do research at marketers' and third-party websites, or plough through forums and compare prices and features. Marketers have to learn to facilitate this self-marketing. 3 Listening to influential voices matters as much as listening to heavy users: Focusing on heavy users will always matter, since these segments usually offer the greatest profit. But as people connect with each other and share and express their opinion it is imperative to understand heavy advocates and detractors (who often are different from heavy users). 4 Real-time response and iteration: A connected age does not fit into marketing flow charts and schedules. People are sharing, expressing and reacting all the time in a global world. They share and launch conversations about products and campaigns on their own schedule. Marketers must now have