This is a really interesting interview uberpulse did with Andy Lark from Dell.
One of the most interesting things he says is that he believes most elements of the marketing mix, besides social media, have become more transactional. Social media has the most strategic importance, and is being used to "power the fundamentals of the business", and he cites examples like customer certified solutions and ideastorm as examples of how they are listening to and harnessing people power to make their business better.
He also noted that when the BBC interviews him the first thing they ask is 'can they podcast this?', whereas newpaper reporters still turn up with paper and pen. Which led to this, which I thought was apt...
photo from renatotarga @ flickr
