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The future of business hinges on your customers' shared experiences – the tweets, blogs, posts, comments, photos and reviews they share in this ultra-connected age. The collective voice of these shared experiences can often trump your product or service – and your most clever and creative marketing. In a keynote address at a recent Integrated Marketing Week conference, analyst and futurist Brian Solis explored the importance of cultivating the shared customer experience and why marketers must think like digital anthropologists to serve a new breed of consumer. This paper summarizes the presentation in which he described four distinct "moments of truth," where marketing is failing, and what has to change.

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