This means scanning broadly and quickly
over the content available and diving deep when they find something of particular interest to them. Implication: brands can no longer dictate the way in which consumers interact with their content.

The notion of a linear customer journey is simply irrelevant in a world of fragmenting touchpoints and proliferating content.

To respond to this new
mode of consumption,
brands must rethink their approach to channel

They must create content that is modular, without beginning or end, and open to be joined or left at any point. The challenge is
to deliver this real-time relevance without
losing the brand’s cohesion and its ability
to tell authentically great stories.

Brands need to move from one-off push campaigns to ongoing, multi- channel conversations.