1) Forget one-size-fits-all messages targeting “lowest common denominator” audience. Recognize that fragmentation is here to stay, and embrace it at every step.

2) Frequency and freshness of content matters more than production values. Increase your execution capability and move to rapid-fire, low-cost production cycles.

3) Campaigns have a limited shelf life, but quality content is a valuable and reusable asset. Build your library for the long term and ensure that you will be able to do “re-runs.”

4) Stop thinking (and budgeting around) campaign flights and push marketing. Start thinking about ongoing engagement. Audiences can no longer be turned on and off on demand.

5) In a genuine two-way, real-time conversation, it is hard to separate the production arm from the distribution arm. Your brain is connected to your mouth for a reason.

Big is no longer best. Nimble matters more. Small = scale for a fragmented audience.