Frank Cooper

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

Heather Fletcher is senior content editor with Target Marketing.

When BuzzFeed representatives speak, content marketers listen. Now, the digital publisher boasting “6 billion monthly content views” has a new ad model that lets marketers “swarm” several consumer touchpoints with just one post. Chances are, other publishers may try to emulate the option.

I caught three good keynotes in late 2012: Chris Harris, editor-in-chief of Wired, at DMA2012; Frank Cooper, CMO global consumer engagement of PepsiCo, at ad:tech New York; and Brian Solis, principal analyst of Altimeter Group, at NCDM. Each spoke about a new way of approaching business and marketing that is more collaborative with the target market. The reason they are all on this same wavelength is digital media has allowed niche consumers to band together in ways not possible before.

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