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How Guerrilla Marketers Made People Into Their Platform

...And as the people become the platform, the marketing industry is undergoing some profound shifts. Most visibly, the roles of advertising and public relations are blurring. The vibrant and participatory online culture that has developed in the past decade -- a landscape of Pinterest boards, WordPress journals, TripAdvisor reviews and YouTube commentary -- means that clients are demanding more and more word-of-mouth and social-media campaigns from their public-relations reps...