The vast potential of the online environment is providing new opportunities for advertising and marketing. Canadians are spending more time with interactive online content. The online environment encourages consumer participation, which in turn shapes how advertising is created, accessed, and used. We hear about the "value of a Facebook Brand Fan", for factors that include loyalty and recommendations. And we increasingly hear that advertising is shifting from "reach" to "engagement": online, everyone can reach; the challenge has become more about engaging with the consumer.

In this publication:

• The Competition Act - The Essentials
• New platforms and new connections with the consumer
• Consumer generated advertising: Marketing in real time
• Practical examples: Speaking out online? Make sure you’re not out of line
• Conclusion: The long view

This article was first published by the Canadian Marketing Association.

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