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The industry changing every 6 months. Movement to mobile, internet growth emerged user-generated content, online communities. CPM- Cost per Thousand. Internet is not in technology but in the behavior of success generations who engage it in need and different ways. Online advertising is valued most for responsiveness pay per click and an ability to assess return on investment. Web will emerge into a platform rather than an application. Looking at relationship with customers, the more you have invested in a relationship the more you wait to see it end well. Customer cluster data mining will uncover the DNA of a group of people. Target micro-audiences spend time and market and advertising to them. Learn as you do not scenario planning. New group coming along. Choice control and trust ad lives media choice, consumer control and consumer trust. Micro Niches. Every transaction is piece of data of to see if people are similar. Building segments from the bottom. 30 yr to 40 yrs olds see what we can build in the process New behavior now to apply them for profit. Digital Media future of Marketing and Advertising Catergorize their irrational or rational people. Customer Relationship for stages- Awarness- Exploration/Expansion- Commitment- Dissolution. Will create brand you reduce clutter. Branding can reduce care for price of product. Trust can be lost really quickly. Coca Cola charging more when temperature is hot outside. Individuality target individuals Interactivity.