The explosion of information demands a different perspective towards interactive marketing, from control to adaptation. The fragmentation of the audience has led Steve Spencer to sum up what's happening today in three trends: on demand, on line, and cross device. He looks at the challenges of radio, TV, print, and email as a way of explaining these trends.

Communications is evolving from a static one-way story telling posture, to an engaging dialogue, to social communication, as the net evolves in a direction that empowers the end user. Communication 3.0 recognizes the need to embrace semantics (for greater relevance), social communications (idea virus), in an executable web with many microcosms (little walled gardens).

Exploring how your message can become viral as it spreads and replicates itself and becomes part of its environment, Steve looks at how instant gratification is influencing the relevance of communication. To make sence of how communications is fundamentally empowering people he says to keep in mind the four Rs. Consumers want Relevance, and Reliability (trust) and marketers want Reach and an ability to React in real time. The magic zone where people fall in love with your brand is where the four Rs overlap.