Consumers were willing to trust marketers today, complete reversal consumers really. Need to incorporate the culture of the medium. Give directions on what to do, strategy needs to give guidance. When look at action items more participatory they are the more successful they"ll be. Is strategy able be made sense given the things we want to do. Wouldn"t want 24/7 reporting get others to do it for you - . Amateur reporters give them the smartphone with a camera and they do it for you. Engage with an empowered consumer in a way that benefits them. Marketers communicate to consumers in certain ways, etc. Tinder is an over- choice environment. B attracts more ppl; a sells more jars. Search google search on page 1 do another serach rather than going deeper into. Make sure you have most of the movies that the ppl who come to your store want to see. Niche videos could buy before.