• Perceptive interpretation needed
• so much trend information available: only made valuable if interpreted into a marketing communication framework.

• Mobiles > internet connection

• Media convergence, 'nomads' and the techno-affinity of youth

• Social network sites explosion

• Information logically assembled is not enough:  it needs to be interpreted into a strategic framework. E.g., how might use of different technologies change in importance in the customer communication process?

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Examples