"Connected marketing is definitely strategic. Advertising and public relations focus on trying to sell products and brands, this is a one way communication from company to customer, while connected marketing means what it suggests, there is an opportunity for the customer to give feedback on a product. Marketing at its best is when marketers listen to customers, so connected marketing is a way to really get the most out of the marketing process by listening to customers and giving them products they want that are profitably to a company."

John Cass author (Strategies and Tools for Corporate Blogging) research fellow and advisory board member for the Society of New Communications Research