Interesting post from Harvard Business Review highlights some of the keys to winning in this new era of empowered, engaged and networked consumers. One expression or buzz word I found to be extremely relevant was the idea of “Liquid Content” 
Besides the excellent figurative language (makes me think of blended foods which are often easier to digest) it perfectly describes the challenge when developing contemporary creative content :
“Liquid content is creative work that is so compelling, authentic and culturally relevant that it can flow through any medium. Liquid content includes emotionally compelling stories that quickly become pervasive. Similarly, “linked” content is content that is linked to our brand strategies and our business objectives. No matter where consumers encounter it, linked content supports our overall strategy. When content is both “Liquid and Linked,” it generates consumer expressions and has the potential to scale quickly. An example of “Liquid and Linked” was our FIFA 2010 World Cup program, which was the largest-ever Coca-Cola activation in history. More than 160 countries used a common World Cup Visual Identity System, a pool of television commercials, and a common a digital platform. All were linked by the common thread of celebration.”
http://blogs.hbr.org/cs/2011/04/coca-colas_marketing_shift_fro.html
