Relationship Marketing 3.0

Without adopting a sustainability strategy at the highest level,"the convergence of PR, advertising, marketing and media," will not lead to transformation. Convergence does require collaboration across functional teams, including IT, but the results will be very tactical and transaction oriented unless driven from a relationship model. Creative will be less effective. Marketing organizations less productive. Web 2.0 working in tandem with relationship 3.0 leads to transformation and, if you wish to attract talent, there must be a higher purpose to all of this.