Concluding remarks: Rather than spending another misguided year trying to "engineer" viral campaigns that will propagate themselves, regardless of consu

Concluding remarks: Rather than spending another misguided year trying to "engineer" viral campaigns that will propagate themselves, regardless of consumer intentions, it’s time to refocus our marketing efforts to align with the way that people actually behave. It’s time to accept that all of our marketing efforts should start with an understanding of the needs and motives that guide consumer decisions and social behaviors, and not clever creative executions. We need to stop thinking about a mass audience that can be influenced and guided, and start thinking about the individual people we want to engage, as well as the people they want to engage. And we need to understand that effective marketing is no longer about making consumers serve our agenda, but finding meaningful opportunities to serve theirs.