This panel will delve into how marketers should adjust their marketing strategy and spend in the new reality of a consumer primarily influenced by their community. This has forced marketers to adjust and adopt new strategies for engagement and commerce – including mobile, games, etc. With that said, the panel will hope to answer if we should market to individuals or communities? From a brand perspective, is one-on-one marketing still the future? What’s the difference between a mobile strategy and a mobile presence? How can retailers really achieve multi-channel, fully integrated marketing?