Cutting Out the (Media) Middleman

by Dan Blank on November 5, 2007

Jeff Jarvis continues to chat about his Dell case study… but it never gets old:

“Dell and its customers are collaborating on the creation of content, media and marketing – without content, media or marketing companies. Advertising is no one’s first choice as the basis of a relationship. For marketers, it’s expensive and inefficient. For customers, it’s invasive and annoying. And targeted advertising is only slightly more efficient and slightly less annoying. Clearly, the direct relationship between a customer and a company is preferable. But that direct connection cuts out the middlemen – that is the media.”

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