Be a savvy Buzz BuilderThese days, marketers first need to think about targeting and personalizing their messages. “Breaking through the clutter” is not the goal when consumers can skip ads altogether. Marketing is now about relevance. We can target consumers by using context, time of day, past customer interactions, broadband connection vs. dial-up and many other variables. Second, marketers need to integrate their messages across all digital channels - display advertising, search, the website, and email marketing. And finally, they need to experiment with new media. Today's emerging media - podcasting, viral, video on demand, mobile, etc. - will be tomorrow's commonplace marketing vehicle.