News organizations are reinventing themselves to meet digital consumers' shifting habits -- and their efforts hold lessons for social marketers, writes Heidi Cohen. Just as news providers are having to adapt to consumers' demand for curated but customizable content, so marketers need to show flexibility in adapting to the way consumers really use the Web, Cohen argues. "Remember, consumer behavior is at the heart of every marketing plan," she writes. "It's critical to adapt your marketing to accommodate these evolving consumer habits."
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