This conference keynote speech, first given in 2004, focuses on one of the fundamental differences between marketing and communication in the digital networked economy, and the way marketing has worked in classic media. Since the late nineties, Danny Meadows-Klue has focussed on the permanence of content in digital spaces and the consequences. While much of the chat and email communication can be transient, much more of digital media remains permanent and archived in ways often not thought about by authors or participants. The implications for marketers are that the models of campaigns are replaced by models of layering in their communications; layers that build over time.

Copies available to clients on request: Danny@DigitalStrategyConsulting.com