It's just amazing to see how sites like YouTube, Revver and DailyMotion are being used to disseminate commercial or political communications. This is a very deep transformation of marketing resulting from:
- the massive penetration of broadband connectivity
- a strong adoption of technologies making multimedia possible on the web
- improved user education on software tools made to facilitate production, dissemination and reuse of digital content
- a culture of personal independence in which the audience will allocate attention only on its own terms
- the public's awareness of traditional marketing tactics and methods, leading to great mistrust of traditional media at least when it comes to commercial communications (I believe mistrust is also starting to affect the news and political communications)
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