The nimble and customer-directed way in which some advertisers took to Twitter during the Super Bowl blackout is not just a one-time opportunity. It is the way in which advertisers need to reach out to their audiences going forward. In other words, less Madison Avenue, and more Situation Room. According to experts, the hidebound, campaign-based model of one-way mass media is “headed for extinction.” By the time 2020 arrives, the new normal for successful brands will be those that create enormous amounts of useful, appealing and timely content, adopting the characteristics of a real-time, data-driven newsroom that turns out lots of content with the audience in mind. 

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