Today consumers - no, people - are in control. People are in control of the media they consume - when/where/how/to what extent. The days when brands could get away with talking *at* people during commercial breaks are long gone (thank you DVRs and the internet). Monologue marketing is dead.
That means brands need to insert themselves in the dialogue with people - in a highly relevant way, of course. Marketers need to reach people in new ways - by being where they are - in social networks and blogs - and engaging in a dialogue. Monologue marketing is not going to work in new media either.
If you're having a hard time wrapping your mind around this, then check out this very funny video. It really brings it home. I really laughed about the coupons. Ha. Enjoy. :-)
http://www.youtube.com/watch?v=D3qltEtl7H8