CGM: the power at the margins
Brian Dargan and Matthew Hunt
We now live in a global village ... a simultaneous happening,' wrote Marshall McLuhan with no small degree of prescience in 1967. Forty years later, the notion of simultaneousness is absolutely key to the way we use media, learn and digest information, and build and shape brands. What is more, in this village no sooner is a piece of communication released than we are able to measure who has seen it, who has responded to it, how many ... and (provided you know where to look) ......